Trade Event Ready Program Land Forces 2025
Maximise your investment in Land Forces by getting more leads and increasing your credibility in defence.
Targeted pre, during, and post event insights, guidance, mentoring and coaching delivered by defence industry experts.
First, second, and third impressions count…
This may or may not be your first defence specific trade show, however, this is a great opportunity for your to build awareness for your company and relationships with prospective customers and partners.
Everything that represents your company, from what you say to what you present is a reinforcement of the impression that person will have of you.
This is your chance to stand out, demonstrate your value and take conversations to the next level.
Let us help you to:
Leave with more than just business cards
Increase your credibility in the defence industry
Get maximum results from the actions you take
Who we have worked with:
You can only influence someone’s perception of your business
For many highly technical and innovative businesses the focus has been on the product.
The people that sell and market the product are either highly technical themselves, may not have experience in the defence industry or in sales and marketing.
This means that your marketing and your ‘sell’ may fall below the mark as one or the other lacks the experience to get it right.
You spend all this money to attend Land Forces to not get the results that you wanted.
Even if you have extensive experience, the benefits you’ll get from experienced coaches and mentors someone to help refine your approach it can make the difference between interest and a warm lead.
Make Land Forces the best trade show yet
Get targeted support for what matters most
The Trade Event Ready Program focuses on educating you, coaching you and mentoring you in three core areas; your Quad Chart, your pitch to defence and your strategy for the event.
Create a compelling Quad Chart then get it reviewed or get your existing one reviewed to help refine what is an essential tool in the business development cycle
Identify your competitive advantage and market position in the defence industry and specifically for Land - what makes you stand out and what will your prospects see as true differentiators to help them choose you over the competition
Identify and understand more deeply your target customer, their rank, their role, the value they will find in what you do
Pitch your business naturally and confidently convey your worth to the defence industry. Know how to adapt that for different audiences and situations at the event.
Know what marketing materials will nurture your prospects into customers and support your sales efforts
Build a strategy and action plan for your stand if you'‘re exhibiting or for the days you attend, how you collect leads and what to do post event.
Get support at the event for those last minute questions or insights and post event, so you know exactly how to appropriately follow up the conversations you had.
Ben Hockley, SPEE3D
"I can confirm that the multimillion dollar deal with the Japanese army was a result of attending the Singapore Airshow, and the methods you trained me to use during the show were very effective.
In particular, the method of pitching in a time segmented way was instrumental sparking the connection that lead to the success"
Who this program is for
Australian SMEs/Startups that are exihibiting or attending Land Forces 2024 (or other events that occur in September, such as MSPO or AUSA) and want to ensure that their investment in this trade show gets them maximum results for their business.
This is especially useful for those that see the opportunities for their business in the defence industry and are open to being guided to get the best results from their sales and marketing efforts from experienced defence industry mentors and coaches.
Suitable for senior leaders within the business or those that drive strategy or sales as well as any staff that are involved in the event.
How we’ve helped others
“As a 20-year old company, we tend to approach our messaging and marketing in the same way that we have done for years. This program gave us a fresh perspective on how to communicate the value of what we do and boy, what a difference that made! Great program and thanks so much for the opportunity to participate.”
— Julian, Senetas
“I found the key outcome was the structure & discipline around the narrative of the pitch. Pitching does not come naturally to me and requires effort, so I found this extremely helpful! Each week I assessed different elements of my business and product and how we present it. Great program, knowledgeable & experienced facilitators - thank you so much!”
— Bernadette, Cogito Group
“We’ve got nearly $1m in confirmed orders and have scaled up ten-fold. On top of that, ten-fold production isn’t really enough. I really can’t begin to tell you how much I’ve benefitted from taking part [in the program] … to the point where I credit a lot of our current success to you both and the course. I’m completely wowed by everything I’ve taken away!”
— Daniel, Medihood
Targeted support
Our program helps you effectively demonstrate the value of your offerings in verbal, visual, and physical communications.
In the time you spend with us you will:
Go through a diagnostic to pinpoint exactly what we can work on to maximise your attendance at Land Forces.
Navigate through MBA accredited online micro education focused on building capabilities in what you need to know to succeed at this event.
Book 1:1 virtual coaching to review and get feedback on what you have developed specific to Land Forces.
Book 1:1 virtual mentor sessions with someone who’s helped thousands of defence business to get insights into the defence industry, defence industry companies and developments in the market
Hear from industry experts on the state of the defence market in Australia
Get support to answer all questions relevant to you optimising your business opportunities including at and post the event itself
Whilst the program is specifically tailored to help you succeed at this trade event, what you learn can be applied to help your business thrive in all situations.
“I’ve left with something tangible and a sense that I can do better business in the Defence industry.”
How it works
Enrol now to get immediate support
Complete the no obligation enrolment form by clicking on ‘Enrol now’.
Book into a call with Phil or Sam to ensure this is the best program of support for you.
Once you have spoken with the team to organise timings with you and we have received payment, you’ll be sent log in information for 25eight Academy where you complete the diagnostic and book your 1:1 sessions.
You’ll book in with your coach to work through the best plan of action for the event.
25eight Academy provides education on three core areas that you can choose to develop during the program, such as your sales pitch, your Quad Chart or your strategy relevant to the event. You’ll get continuous access to this content for 12 months post the event for future reference.
You can also choose to work specifically with your coach and mentors on a goal relevant to you, such as securing a deal with a targeted company.
Right up to and at the event, we’ll provide you with guidance. You’ll get further support post the event to make sure you capitalise on any conversations.
You’ll have a further 12 months access to the education to help you prepare for future trade shows (and complete your study credit for the MBA programs, if you choose).
Make Land Forces the best trade show yet
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500 +
Australian Defence-related businesses we’ve supported
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72 NPS
Net Promoter Score from submitted end of program surveys
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100%
Commitment to helping each business excel at trade shows and events
Kheang Khauv, 1Millikelvin
"Through the support of 25eight, we were able to present ourselves with confidence, build the networks and establish key milestones of establishing our worldwide distribution agreement and getting our first order with a global Aerospace company"
Meet your coach and mentor
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Sam Hurley
With several digital transformations under her belt and 20+ years of senior executive experience increasing global revenues, Sam helps you to sit at the intersection of business, creativity and technology. She coaches you to build your strategic agility and make leadership decisions that accelerate your businesses growth and adapt quickly to market changes.
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Phil Ore
If 10,000 hours is the benchmark for excellence, Phil reigns supreme as a mentor. His extensive experience supporting defence businesses is married with his ability to identify opportunities for your business to stand out. He provides the ‘gold nuggets’ you need to get traction and his black book of contacts connects you to all of the right people at the right time.
Ideal commitment
Designed with busy schedules in mind, we help you navigate this support with all of your other priorities. It is a highly impactful program with some incredible results for the businesses that have participated, however, as the saying goes, you get out what you put in and those that have leaned in to the support have seen the greatest outcomes.
What you get
An initial 1:1 coaching session and diagnostic so that support is tailored based on your experience and goals which can be booked at a time that suits you
Access to 25eight Academy where MBA accredited micro-based education is recommended to you based on your diagnostic on areas we think we can help you to level up, including your differentiators, understanding key target customers and players in the industry and how to position your business so that it stands out. You’ll have access to the education for 12 months from commencement of the program to continue to refine your knowledge.
4 x 30 mins virtual 1:1 coaching sessions with Sam Hurley (Chief Educator, 25eight) to identify your competitive advantage and best positioning strategy, which you can book at a time that suits you within the eight week period
4 x 30 mins virtual 1: 1 mentoring sessions with Phil Ore (Chief Mentor, 25eight) to provide insights into strategies to best present yourself at the event including presentations, meetings, networking opportunities, exhibiting at a booth or roving. As well as what to do post-event to capitalise on the leads you have collected, which you can book at a time that suits you within the eight week period
Availability of in-person meetings with the 25eight team with the possibility of Industry introductions at Land Forces.
1 x 1 hour virtual industry mentoring session with Sean Farrell, CEO ADA
Advice and guidance from 25eight and ADA to increase your connections in the industry
Program Cost
For only $3,450 inc GST, you’ll build you own knowledge, skills and capabilities and get access to experts who’ll help you make this the best trade show you’ll attended for you business.
Discounts available for ADA-Vic members, Indigenous, Female and Veteran-owned businesses and past participants of the ADEO Trade Event Ready Program. Please submit a no-obligation EOI to be contacted with your discount.
Significantly less than engaging a consultant which could cost you upwards of $10,000 and with much better outcomes for you personally as you build your own capabilities and understanding.
The cost may be on par with a business course except you'll get 1:1 support from coaches and mentors with experience in the defence industry every week of the program, at and post the event.
The insights you’ll get from the mentors are priceless as you build your knowledge and connections with key people in the defence industry
Make Land Forces the best trade show yet
Frequently Asked Questions
+ How does the Program work?
Once you have completed your no obligation EOI, you will receive an email from 25eight which details the next steps. You'll speak to one of the team who will onboard you to the program and work out the best timing for you and who your main targets are at the event. Once we've received payment, you'll get you set up with access to ‘25eight Academy’ - our learning platform - with the online education and access to book in to your coaching and mentoring sessions.
In the 25eight Academy platform, you'll complete a quiz to help determine any gaps and then you'll coach will help you identify the most important things to focus on during the weeks before the event.
You'll navigate through some of the micro content in the platform, develop your plan of action with your coach and get direction and insights from the mentors, leaning in as much as you need to get the best outcone for you.
You will find us Land Forces where we can provide last minute support for you and your team and make introductions to Industry at the event and then you'll schedule session post the event to make sure you approach the follow up in the best possible way.
+ How much does the program cost?
The program costs $3,450 inc GST which is significantly less than engaging a consultant with much better outcomes for you personally as you build your own capabilities and understanding. The cost the same as a business course except you'll get 1:1 support from coaches and mentors with experience in the defence industry every week of the program, at and post the event.
+ How much time should I dedicate to this each week?
Lean in as much as you need, however, you get out as much as you put in. We're here to support you to get the most from this event, this takes a certain dedication to preparation and planning to make sure you have the best plan of action.
+ Do I have to attend anything at a set time?
All elements of the program can be booked at times that suit you making it very easy to fit within your schedule.
+ Is the program delivered in-person or online?
The entire program is delivered online with in-person elements at the trade show itself.
+ How many people can participate from a business?
Up to three people from the same business can participate in a cohort with one lead team member, however, if each individual wants to complete the online education and earn study credits towards the MBA program separate accounts will need to be created. Discounts are available for multiple purchases from the same company.
+ Do I need any prior knowledge?
No, this program is accessible to anyone and everyone, regardless of your business knowledge or stage.
Our programs are designed to meet you where you current expertise lies, and because the content is tailored specifically to your needs, they help you grow your knowledge based on what you already know.
+ I've been in the industry a long time, what will I learn that I don't already know?
Having delivered the program to over 1,000 business leaders, all with diverse backgrounds and levels of experience, we know we can add value to your already extensive knowledge. Because our program is highly personalised, you don't learn what you already know, we help you to 'level-up' what you do know.
This might be to help refine your strategy for this event specifically, to a particular sector or audience type or it could be to come up with creative ways in which you can stand out. We believe that even the best business leaders go through a stage of refinement, even if (and especially if) they have been doing something for a number of years.
+ I already have a business coach, is this program for me?
This program helps you grow specifically in the defence industry and quite specifically use this trade show as a catalyst for you to increase your leads and engagements. If your business coach has extensive experience in this industry, you may find that they can help you get the most from this event. For any other business coach without that experience, you will find that they compliment this program and help you to implement and action your growth in the industry moving forward.
+ I was looking for the ADEO Trade Event Ready Program, is this the same thing?
The ADEO Trade Event Ready Program came to an end on 30th June 2024. This program has the same aim, to ensure you maximise your opportunities at trade events specific to defence, however it has more 1:1 support and further support from defence industry experts.
+ I have further questions
We encourage you to submit your no obligation enrolment form and discuss all of your questions and concerns during your call with the team at 25eight. They can help you deternine the best timing and best outcome for you.