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Hub You - Free Small Business Marketing Tip - Pre-Promote Your Trade Show 2 of 3
Many business executives believe "offshoring" to be the destiny of any company that wants to remain competitive. Labor costs can be reduced by 25-30% or more, and companies across the country are doing it. How can responsible corporate officers not consider the offshoring option for their companies? But what are the real benefits and the pitfalls of offshoring? When does it make sense to pursue outsourcing, and how can you safely take advantage of lower cost resources in other countries without risk or loss of quality?
The chance to win is a bit easier on staff, will generally secure you more booth traffic, but will also almost guarantee you more tire-kickers. If you are willing to wade through and pre-qualify a greater number of prospects either at show-site or post-show, then this can be a very powerful technique.
Have you noticed that time is passing faster? Me too, and I’m not all that old.But maybe time seems to fly by because we’re exposed to shorter messages…and that’s a good thing. Many experts calculate an adult’s attention span from eight seconds to about six minutes, so it’s important to cram lots of information into a short time.Maybe you’ve already noticed that e-mail seems to get better response if it’s brief and succinct. But what about press releases? Well, many companies now choose to release a single page
Before you write one word of your offer, you need to:
- Define your goals
- Identify your audience
Generally, your audience will fall into two categories: decision-makers and referrers. You can market to both effectively--and achieve profits from both--but you must alter your targeting techniques for each of these audiences.
Let’s examine how to attract the decision-makers.
The first step is to sort your pre-show mailing list by title, and only mail to those titles that are most likely to be decision-makers. There is no hard-and-fast rule for what that magic title will be; it depends on your business. Don’t let somebody in the back office or a rookie salesperson merely mail to all the CEO’s; they may not even visit the exhibit hall! You need to oversee this process yourself. This is where it is important to set a budget and stick to it. A large trade show might have 5,000 or more attendees; your candidates might number at most 1,000 of these. By culling through the pre-show list by title, you greatly improve your odds of finding the right person.
Plus, you reduce the number of people swinging by your booth that are no more than tire-kickers at best.
Next, make sure you promote something for free, in your campaign. This is the heart of your offer. Remember, right now we are discussing what to offer the decision-makers. There are two broad types of offers: First, a chance to win a physical product or a premium (like a set of golf clubs), via a drawing; Second, a guaranteed gift in exchange for the person’s time.
Which of these two offers is better to attract your decision-maker? It depends on your staff, your product or service, and the nature of traffic at your show.
The chance to win is a bit easier on staff, will generally secure you more booth traffic, but will also almost guarantee you more tire-kickers. If you are willing to wade through and pre-qualify a greater number of prospects either at show-site or post-show, then this can be a very powerful technique.<
Effective negotiating is not a substitute for selling skills. Many salespeople believe that they need to be better negotiators, when what they really need is improved selling skills.Let’s define selling from my perspective. 1. Selling is identifying good prospects (which means that have a need and desire for a solution that your product or service will give them.) 2. Positioning your product or service in the mind of the prospect as the best solution for their available resources. 3. Presenting the aspects (features an
Let’s examine how to attract the decision-makers.
The first step is to sort your pre-show mailing list by title, and only mail to those titles that are most likely to be decision-makers. There is no hard-and-fast rule for what that magic title will be; it depends on your business. Don’t let somebody in the back office or a rookie salesperson merely mail to all the CEO’s; they may not even visit the exhibit hall! You need to oversee this process yourself. This is where it is important to set a budget and stick to it. A large trade show might have 5,000 or more attendees; your candidates might number at most 1,000 of these. By culling through the pre-show list by title, you greatly improve your odds of finding the right person.
Plus, you reduce the number of people swinging by your booth that are no more than tire-kickers at best.
Next, make sure you promote something for free, in your campaign. This is the heart of your offer. Remember, right now we are discussing what to offer the decision-makers. There are two broad types of offers: First, a chance to win a physical product or a premium (like a set of golf clubs), via a drawing; Second, a guaranteed gift in exchange for the person’s time.
Which of these two offers is better to attract your decision-maker? It depends on your staff, your product or service, and the nature of traffic at your show.
The chance to win is a bit easier on staff, will generally secure you more booth traffic, but will also almost guarantee you more tire-kickers. If you are willing to wade through and pre-qualify a greater number of prospects either at show-site or post-show, then this can be a very powerful technique.
Since Lance Armstrong started wearing the silicone rubber bracelets with the writing “Livestrong” on it, people started wearing it too. This signifies the trials and hardships Lance Armstrong passed in order to be an ace cyclist.But what are in these custom rubber bracelets that make them so famous? One is that they are highly customizable, and second is that they are cheap to make.But what are these custom silicone rubber bracelets? These custom silicone wristbands are colorful silicone bracelets that are worn
Plus, you reduce the number of people swinging by your booth that are no more than tire-kickers at best.
Next, make sure you promote something for free, in your campaign. This is the heart of your offer. Remember, right now we are discussing what to offer the decision-makers. There are two broad types of offers: First, a chance to win a physical product or a premium (like a set of golf clubs), via a drawing; Second, a guaranteed gift in exchange for the person’s time.
Which of these two offers is better to attract your decision-maker? It depends on your staff, your product or service, and the nature of traffic at your show.
The chance to win is a bit easier on staff, will generally secure you more booth traffic, but will also almost guarantee you more tire-kickers. If you are willing to wade through and pre-qualify a greater number of prospects either at show-site or post-show, then this can be a very powerful technique.
Companies ranging from multinational giants to small firms have at least one thing in common: they all want to project a positive image in their local communities. And to market their image locally, many of these companies set aside money in their budgets to donate to community causes. Nonprofits like the local Red Cross and Habitat for Humanity chapters often benefit, which is expected. But what is unexpected is that often they will consider contributing to a creative project that stands to benefit the community.This
Next, make sure you promote something for free, in your campaign. This is the heart of your offer. Remember, right now we are discussing what to offer the decision-makers. There are two broad types of offers: First, a chance to win a physical product or a premium (like a set of golf clubs), via a drawing; Second, a guaranteed gift in exchange for the person’s time.
Which of these two offers is better to attract your decision-maker? It depends on your staff, your product or service, and the nature of traffic at your show.
The chance to win is a bit easier on staff, will generally secure you more booth traffic, but will also almost guarantee you more tire-kickers. If you are willing to wade through and pre-qualify a greater number of prospects either at show-site or post-show, then this can be a very powerful technique.
Many business executive management teams have chosen franchising as a way to extend their brand name very rapidly into the marketplace. There are many significant reasons for doing this. One is to move a product into the marketplace using other people's money and a network of dealers. In franchising you have more control over your dealers and what they sell due to the strictness of the franchising agreements. Plus there are royalty overrides on the amount of sales produced and this can be a significant benefit and monetary in
The chance to win is a bit easier on staff, will generally secure you more booth traffic, but will also almost guarantee you more tire-kickers. If you are willing to wade through and pre-qualify a greater number of prospects either at show-site or post-show, then this can be a very powerful technique.
Depending on what product or service you market, you may be able to offer a giveaway that is very useful for your target audience. If you sell to graphic artists, a chance to win $1,000 worth of software for their own personal use may just bring prospects to you in droves. A set of $1,000 golf-clubs, targeting the same audience, may only supply you with hang-abouts and actually fewer of your desired candidates.
If your group of decision-makers is more generic, then the appropriate choice for the chance to win may be the chance at the golf clubs or the vacation getaway for two.
Remember, offering something for free is the key here. It must be free, regardless of the offer. You’ll want to use that word free prominently in your offer copy.
The guaranteed gift is really a much stronger B-to-B pull, and so although you will get less response from this, you will find more qualified prospects. Here you need to offer your decision-maker a gift that is related to your product, and promotes your unique solution to her problem. Check to see that your offer involves the following:
- What she will receive (for free).
- What she needs to do.
- How long she’ll be at your booth--5-10 minutes is about right.
- The names of one or two salespeople for her to talk to at your booth. Even if you have ten, this personal touch makes the invitation more appealing and increases the likelihood of your prospecting stopping by.
- Your booth number--yes, exhibitors sometimes forget this important tidbit.
If you are casting a wider net and want to attract referrers as well as decision makers, different techniques are required. We’ll cover those in our third article on how to pre-promote your trade show
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