The secret to exhibit success lies
in your ability to focus all your resources on a single,
achievable and measurable goal. But there are situations where
focusing on one goal
may mean lost opportunities, particularly when you are exhibiting at B to C (Business to Consumer) shows.
Typically exhibitors who participate in shows that attract the end user,
focus on selling products, setting appointments or writing orders. None
of these are bad and for many
companies provide an immediate method of gauging success. The opportunities that may be slipping through your fingers are with those attendees who are not ready to buy
your product or commit to the appointment and need more time before placing an order.
address this challenge we need to go back to the beginning and
look at your marketing plan. When you developed your plan to bring your
products and services to the market,
surely you weighted the pros and cons of each marketing tool. Some of these tools include; print, e-marketing, social media, direct mail, brochures, trade shows and events. In
addition you had undoubtedly considered adding special events to your rostrum of activities. These might have included: open houses, seminars, newsletters and special discounts.
the next step is to integrate all your marketing tools to support the
events you are planning. For example if you are planning an open house
you may be printing invitations and
mailing them to a pre-qualified list. If you are offering a special discounted price you may be considering an e-mail blast.
You can tie these marketing activities into your exhibit planning when you include as a secondary objective, attracting visitors to attend one of your other marketing events.
example/ if a visitor at your booth is not prepared to buy now and you
have assessed that there may be long term potential, why not invite them
to a tour of your facilities or an
educational session? Your secondary objective could be as simple as building a data base of interested people who will receive your newsletter.
In order to realize this additional benefit of participating in a trade show you need to carefully plan your approach. Here are the steps you need to take.
When you look at your marketing plan as a holistic component of
your business success and you move away from focusing on one
show at a time, you will achieve better results. Studies
have proven that when you add this secondary objective to your exhibit plans, your ultimate show related return on investment could grow as much as 50 Ė 60% and thatís well-worth the
© 2011 by Barry Siskind