Meeting
FDA Convention | Planning Call
Gist
Josh Hays walked the New York Ave/Gen4 team (Kyle, Johnny, Jeremy, Ben, Jack, and Chris LaFay as the referral partner for standalone website work) through the full logistics and sales strategy for their booth at the FDA dental convention. Covered day-by-day schedule from setup Wednesday through breakdown Saturday, the doctor profile video/podcast hook for lead capture, booth handout tiers (rack cards, business cards, scratch-off incentives, signable proposal), and the pitch strategy of focusing on the 20% showing real buying signals rather than badge scans. Chris's role is to take referrals for standalone website deals that don't fit the Gen4 marketing system, and he'll leave around 11am the day of the call due to a flight.
Distilled from the transcript by claude-sonnet-5 · Jul 25
What came out of it
Decisions7
- Doctor profile videos will be filmed at the center of the booth as the primary lead-generation draw
- Booth will be split into three zones: intro/materials on the left, podcast filming in the center, and closing/detailed sales conversations on the right
- Team will wear black shirts and blue jeans with no hats or cowboy boots for an approachable, casual vibe
- Scratch-off incentive cards will only be given to prospects showing real buying signals, not to everyone
- Standalone website-only or video-only leads will be referred to Chris; marketing system deals stay with New York Ave
- Badge scanning will be used broadly to build an email list since the event won't release attendee emails
- Tuesday's truck pickup and furniture loading pushed to evening (2pm truck pickup, 7:30pm loading) instead of daytime
Risks and blockers4
- Kyle mentioned feeling sick two weeks before the event
- Ben's father-in-law recently passed away, affecting his Wednesday arrival timing
- Union labor at the venue could intercept and charge fees for unloading if the team is caught using carts instead of hand-carrying items
- Long stretches of booth downtime are expected, which could waste staff time if not managed
Open questions2
- How will overlapping requests for both the media production and podcast production package be priced if a client wants both?
- Will there be enough scheduled podcast slots to accommodate walk-up interest without disrupting the calendar system?
Next steps6
- UnassignedReview the shared Google Doc and calendar invites for full day-by-day event logistics
- VendorHave iPad set up next to Jack with the Google Calendar booking link and note app for waitlist tracking
- VendorKyle to focus outreach efforts on vendors/exhibitors in addition to physicians during the event
- ClientRefer any standalone website-only leads generated at the booth to Chris
- VendorJack and Jeremy to do a pre-production meeting with Josh ahead of the event
- MeChris to review the Gen4 landing page ahead of the event to refresh on messaging
A record of what was agreed, not a task list — nothing here was scheduled.
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