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Get the Most from Your Show Investment
By Kathleen Gage and Lori Giovannoni
Business expos can be an excellent marketing investment and an outstanding way
to build your business. On the other hand, if not treated as an integral part of
your marketing strategy, they can become a huge waste of time, money and energy.
To gain the most from your investment develop a plan for before, during and
after show preparation.
Determine goals and outcomes. Decide why you are at a show before you are there.
Are you there to increase sales, have a presence in the marketplace, introduce
new products, and/or enhance or solidify your image? Unfortunately, many
companies decide while they are at the show and then management feels they have
wasted their investment.
Train staff and management. A great deal of how an exhibit is remembered is
based upon the personal contact made with company representatives. Although
money is invested in the booth, the promotional products, brochures and other
external items, many companies fail to invest in personnel training. A walk
around virtually any show indicates how true this is.
Train your team how to meet and greet visitors; engage in an interactive
conversation; welcome booth visitors without overwhelming them and capture
contact information of prospects. Train your team to have a mindset of being a
resource before they are a vendor. Rather than immediately jumping into a sales
presentation on the showroom floor use the time to build relationships with
current and potential customers.
Promotional products can be a great way to be remembered or be a quick addition
to the trashcan. When offering promotional products make sure your team knows
when and how to offer them. Whatever you use, your promotional product should
reflect your company’s overall theme.
Post show follow up. Incredibly, only a small percentage of leads are ever
followed up on after a show. If you don’t follow up you are literally letting
money slip through your fingers. Keep in touch while you are fresh in the
prospect’s mind. Devise a system that allows for timely follow up to all show
leads. Don’t expect prospects to get in touch with you. Your job is to be
proactive in keeping in touch.
Expos and shows can be very effective marketing strategies. With proper planning
you can gain an incredible return on investment and reap great benefit all the
way around.
Kathleen Gage & Lori Giovannoni are keynote speakers, authors and business
advisors. Access the FREE eBook, Get More Business, by visiting
http://www.streetsmartsmarketing.com/getmorebusinessfreeebook.htm
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