Let’s say you are getting ready to set up your first tradeshow booth or you are trying to figure how to close more sales. Then you may want to find a mentor, because they will be able to guide you in the right direction. Here are a few ways mentors can help you achieve greater success
My kids think I’m a Luddite. I am from the world where the value of face-to-face marketing was one I understood. Now I live in a world where people communicate with their thumbs. However lately I’ve seen that faces and thumbs can live in harmony.
I will admit that thumbs can connect to the world instantly. They can communicate to large numbers of people in real time, albeit at the cost of good grammar and spelling. Faces still have the advantage of being able to stare eyeball to eyeball with a client even if it is only one at a time. So in a world where it is faster and considerably less expensive to connect with a text, can one justify the cost of face-to-face?
There has been much talk lately about exhibitions as a place to engage customers rather than attempting to sell them something. So, if we are to be successful in our exhibiting ventures, it is important to understand the rules of engagement.
The word engage comes from the roots; en – “to cause a person to be in the place, condition or state; and gage – a challenge. Engagement can be defined as a discussion or dialogue between buyers and sellers where both have an opportunity to share challenges and solutions for the purpose of a mutually satisfactory resolution.
With the definition firmly in hand we now are in a stronger position to invoke the tools we need to ensure that the goal of engagement is given its best chance to succeed.
When Murphy’s Law decides to ply its magic to your trade show strategy you need a contingency. It’s called your Plan B Having a back-up in place is always a good idea; so much so that in 2006 movie actor Brad Pitt named his production company Plan B Productions. More recently the infamous morning after birth control pill has been dubbed Plan B.
Do the math. Assume the next trade show you participate in expects a total audience of 10,000 people over a period of 20 hours. The number of people you can expect to walk past your booth each hour on average is 500. Now divide that number by 60 which results in the possibility of having 8 + people walk by every minute. It’s a pretty daunting thought.
E-advertising is often measured as a Cost Per Impression (CPI) or Cost Per Thousand Impressions (CPM). This is not a new technique, traditional marketers have been using something similar for ages. Whether you advertise on television, radio, magazines, newspapers or billboards you will often look to CPI as your justification for the cost.
For example if you know that your advertisement will be seen by one million people and you are quoted a CPM of $ 10.00 your total advertising cost will be $ 10,000. The CPI then divides this number by 1,000 so that a $10.00 CPM equates to a $ .01 CPI.
A dilemma many exhibitors face is how much information to include in their trade show display. For small exhibitors with one or two product offerings the answer can be difficult. For larger exhibitors with a multitude of products and services which might also include several departments, the answer can become a nightmare. There is often so much to tell and the exhibitor wants to make sure the visitors get the right message. The solution starts by taking a step back and looking at the display from the visitor’s perspective.
Which would you rather have: 500 mediocre leads or 25 – 30 high value leads? The answer is obvious and yet many exhibitors who attend trade shows try to talk to as many people as possible then go back to the office with a fist full of business cards and say; “see what I accomplished.”
The cost of following up on these so-called business leads is enormous and it leaves your sales reps often disheartened with the number of rejections they receive. The solution is three fold:
In her book Harry Potter and the Sorcerer’s Stone,
JK Rowling wrote:
“Enter, stranger, but take heed
Of what awaits the sin of greed,
For those who take, but do not earn,
Must pay most dearly in their turn.
So if you seek beneath our floors,
A treasure that was never yours,
Thief, you have been warned, beware
Of finding more than treasure there.”
Looking at the return on your exhibit investment often has to do with monetary gains. But what if you are among the many exhibitors whose objective has nothing to do with sales?
Are these exhibitors doomed to a life of never knowing whether their exhibit program is yielding value? The answer is “no”. Corporate and not-for-profit exhibitors can enjoy a non-monetary value of their exhibition program if they know where to look.