exhibitor
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I've recently come across exhibitors who have no sales literature on their stand but they undertake to e-mail it to the prospects office, within an hour. The exhibitors said that this was to save the prospect having to carry stacks of literature around the show. It also saved the exhibitor a great deal of money on their print bill. Nonetheless, good quality literature has a role to play when interacting with prospects on a stand and full-colour sales literature with graphics would be slow to e-mail/download plus many ISP's would reject files of that size. What do you think - good idea or not?
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Ten traps: Avoid these common exhibit marketing mistakes by Susan Friedmann, the Trade Show Coach. The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are ten of the most common marketing mistakes exhibitors often make. Learn to avoid them and you will increase your chances for a successful show.
1. Failing to have a proper exhibit marketing plan. Having both a strategic exhibit marketing and tactical plan of action is a critical starting point. To make trade shows a powerful dimension in your company's overall marketing operation, there must be a total alignment between the strategic marketing and your exhibit marketing plan. Trade shows should not be a stand-alone venture. Know and understand exactly what you wish to achieve: increasing market share with existing users, introducing new products and services into existing markets, or introducing new or existing products and services into new markets. This is the nucleus around which to build.
2. Failing to have a well-defined promotional plan. A significant part of your marketing includes promotion - pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorships and the Internet as possible ways to reach your target audience.
3. Failing to use direct mail effectively. Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit stands. Many of the mailings come from show management's lists and as a result, everyone gets everything. To target the people you want to visit your stand, use your own list of customers and prospects - it's the best one available. Design a piece that is totally benefit-orientated and makes an impact. Mail three pieces at regular intervals prior to the show, starting about four weeks out, to help ensure your invitation is seen. When possible, use first-class mail. There's nothing worse than a mailing that arrives after the show is over.
4. Failing to give visitors an incentive to visit your stand. Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products and services, combined with time constraints, people need an incentive to come and visit your stand. First and foremost their primary interest is in what's new! They are eager to learn about the latest technology, new applications, or anything that will help save them time and/or money. Even if you dont have a new product or service to introduce, think about a new angle from which to promote your offerings.
5. Failing to have giveaways that work. Tied into giving visitors an incentive to visit your stand is the opportunity to offer a premium item that will entice them. Your giveaways should be designed to increase your memorability and communicate, motivate, promote or increase recognition of your copany. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can't get elsewhere, what is product or service related and what is educational. Think about having different gifts for different types of visitors. Use your web site to make an offer for visitors to collect important information when they visit your stand. Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs, etc.
6. Failing to use press relations effectively. Public relations is one of the most cost-effective and successful methods for generating large volumes of direct enquiries and sales. Before the show, ask show management for a comprehensive media list and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what's new about your product or service, or highlighting a new application or market venture. Compile press kits for the press office, that include information about industry trends, statistics, new technology or production information. Include good product photos and key company contacts. Have staff members at the stand who are specifically assigned to interact with the media.
7. Failing to differentiate. Too many exhibitors are happy to use the 'me too' marketing approach. Examine their marketing plans and you will find an underlying sameness about them. With shows that attract hundreds of exhibitors, there are very few that seem to stand out from the crowd. Since memorability is an integral part of a visitor's show experience, you should be looking at what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your exhibit marketing plan, including your promotions, your stand and your people should be aimed at making an impact and creating curiosity.
8. Failing to use the stand as an effective marketing tool. On the show floor, your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words, which very few exhibitors will take the time to read. Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows visitors to use as many of their senses as possible. This will help enhance memorability.
9. Failing to realise that your people are your marketing team. Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure that they know why you are exhibiting, what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure they sell instead of tell, don't try to do too much, understand visitor needs, don't spend more time than is necessary and know how to close the interaction with a commitment to follow up. Avoid overcrowding the stand with company representatives. Have strict rules regarding employees visiting the show and insist staffers not scheduled for stand duty, stay away until their assigned time.
10. Failing to follow up promptly. The key to your trade show success is wrapped up in the lead management process. Plan for follow-up before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organised, systematic approach to follow-up. Establish a lead handling system, set timelines for follow-up, use a computerised database for tracking, makes sales representatives accountable for leads given to them and measure your results.
These tips are featured on the Trade Show Exhibitors Association (TSEA) web site, through a partnership between International Association for Exhibition Management and TSEA - both American organisations.
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'The Star' of 20.5.2003 stated "This year's highly successful Computer Faire, which closed last Friday after near-record attendance, will be no more. From next year, S.A.'s most successful trade fair, becomes FutureEX and will combine the old Faire with the less successful Tel.com show. 'The new event will bring together and showcase the entire spectrum of information technology, telecommunications, software, services and electronics, all under one roof' said Jo Melville, Exhibitions for Africa managing director.'
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If you would like to find out how to
maximise your exhibition results then diarise to attend the 3-hour exhibitor workshops
that EXSA Exhibition Association of Southern Africa will be hosting in
Johannesburg on :
for more information on
attending these workshops, please click on the date of interest. Visit EXSA for
complete exhibition calendar at www.exsa.co.za
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The purpose of this newsletter is to help you achieve maximum results from trade exhibitions. There will be regular free tips and advice that will pep up your performance and help you gain the best return on your exhibition investment. If you have specific questions on exhibiting, please e-mail them to: joy@donovan.co.za or phone 011-326-0900. More free help and advice is available at www.exhibitor.co.za Please feel free to pass this newsletter onto friends and colleagues, who can arrange their own free subscription at joy@donovan.co.za
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The workshops and this e-mail is
presented by Joy Donovan M.D. of South Africa’s first Trade Show
Training company. Joy’s 30 + years in the exhibition industry, well
equipped her to identify the need in the exhibition market and produce training
that significantly improves results. If you require information on in-house
exhibitor training, coaching or mentoring, please e-mail joy@donovan.co.za
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