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Casual Articles - Consumer Home Shows -- Bringing Home the Sale
Using fear to motivate action is a proven and effective technique in direct marketing. But when used inappropriately, it can not only suppress response, it can damage your brand.My wife and I have been harassed by our credit card company for months now. We are not missing payments. Our identity was not stolen. No, we have been harassed simply because we are not picking up the phone when they call us. For months we have been receiving calls from an unidentified 800 number from Arizona (Thank god for caller ID). On some days, we receive up to 5 calls in one day! Most of the time a message is not left. But when a message is left, it is a recorded voice asking us to call an 800 number right away.The fact that it is not a
-Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not w
The second you quit being the 'best deal' for your customer, he'll drop you like a hot potato. Regardless of how many lunches you've bought him or birthdays you've remembered.Every business we've ever consulted tells us the same thing about their sales force. They say that their industry is different from all the others and the only effective way for their salespeople to sell is to build buddy-buddy relationships with their prospects and customers. We hear it from printers, bankers, jewelers, accountants, industrial equipment manufacturers, office equipment distributors...and every other industry that sells stuff.The argument usually goes something like this: "You see, in our industry, people put a lot of thou
There is more involved than just standing on your feet for 2-3 days. As you plan your home show strategy, consider some of the following suggestions to help you make the most of your investment.
Measurable Objectives
Before you reserve your space, and write the check decide what you want to accomplish. Have specific objectives in mind, and measure the results! For example:
-Number of people who came to booth
-Number of leads
-Sales within a specific period of time after the event
-Post-show surveying for perception (have you raised awareness of your company by participating in the show?)
-Number of existing customers who stopped by, perhaps with a friend or colleague
There Are No Bad Locations, Only Better Ones:
Not every location in the room is equal. Selecting a good location will help you make the most of your investment. So register early because the best spaces go fast.
Spaces That Do Work
-To the right of the door – As people enter any room, assuming there is no natural barrier, they will tend to migrate towards the right. If you want early visitors to see you, place your booth on the right side of the door.
-Birds of a Feather: Consider placing your booth near your competitors? This clustering strategy works for McDonalds and Burger King, they place themselves near other fast food restaurants so when people are hungry they know where to go. The same works in a home show! By locating near your competitors, you make it easier for customers to find you!
-Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not w
In the arena of marketing, the weapon of choice is always advertising. Only through advertising can the target market know about your product, what it can offer and what edge it has above other brands, products or services in the same category.Advertising is the tool to use, which will educate the customer about your offer. Without a means to let the customer know about your unique selling proposition, all your efforts will not be able to reach its full potential in sales and revenue for your business.Given this fact, at this point you may be scratching your head and thinking to yourself that advertising doesn't work because perhaps you have been advertising your business, product or service and yet the results of yo
Measurable Objectives
Before you reserve your space, and write the check decide what you want to accomplish. Have specific objectives in mind, and measure the results! For example:
-Number of people who came to booth
-Number of leads
-Sales within a specific period of time after the event
-Post-show surveying for perception (have you raised awareness of your company by participating in the show?)
-Number of existing customers who stopped by, perhaps with a friend or colleague
There Are No Bad Locations, Only Better Ones:
Not every location in the room is equal. Selecting a good location will help you make the most of your investment. So register early because the best spaces go fast.
Spaces That Do Work
-To the right of the door – As people enter any room, assuming there is no natural barrier, they will tend to migrate towards the right. If you want early visitors to see you, place your booth on the right side of the door.
-Birds of a Feather: Consider placing your booth near your competitors? This clustering strategy works for McDonalds and Burger King, they place themselves near other fast food restaurants so when people are hungry they know where to go. The same works in a home show! By locating near your competitors, you make it easier for customers to find you!
-Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not w
Blueprints are a critical part of any construction job, whether the job is big or small. In all cases, the ubiquitous blueprint is always in danger of being torn, damage, stained, or just worn out.Contractors typically carry blueprints as rolled documents which are referenced repeated times during a work day at the construction site. The potential dangers for blueprints include general wear and tear, weather, coffee spills, burns from cigarette ashes, and dirt and grime. The contractor often travels from site to site with the rolled blueprints tossed causally in the truck. If you have ever been to a construction site, you know that they are a chaotic and dirty place; this makes protecting blueprints at a construction site a
-Number of existing customers who stopped by, perhaps with a friend or colleague
There Are No Bad Locations, Only Better Ones:
Not every location in the room is equal. Selecting a good location will help you make the most of your investment. So register early because the best spaces go fast.
Spaces That Do Work
-To the right of the door – As people enter any room, assuming there is no natural barrier, they will tend to migrate towards the right. If you want early visitors to see you, place your booth on the right side of the door.
-Birds of a Feather: Consider placing your booth near your competitors? This clustering strategy works for McDonalds and Burger King, they place themselves near other fast food restaurants so when people are hungry they know where to go. The same works in a home show! By locating near your competitors, you make it easier for customers to find you!
-Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not w
Corrugated shipping boxes are not anything like the notorious mythological Pandora’s box. While the latter is supposedly believed to have contained all the evil things in the world including the lone good virtue that is hope, the former is sure to provide protection from all the harm the cargoes might have to go through, hoping to avoid the possible damaging effects of shipping procedure. While some shippers still use shipping boxes made of different material like the synthetics, a considerable number still continue to use corrugated shipping boxes.Corrugated shipping boxes were invented out of the necessity of protecting breakable materials during movement of transport. Before, ordinary cardboards were formed to a box-like
-To the right of the door – As people enter any room, assuming there is no natural barrier, they will tend to migrate towards the right. If you want early visitors to see you, place your booth on the right side of the door.
-Birds of a Feather: Consider placing your booth near your competitors? This clustering strategy works for McDonalds and Burger King, they place themselves near other fast food restaurants so when people are hungry they know where to go. The same works in a home show! By locating near your competitors, you make it easier for customers to find you!
-Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not w
Motivation is a call to action. It inspires change, movement and focus. It is what makes the world turn. The Art of Motivation is a must for Master Persuaders. How do you motivate in such a way that you prompt people to take the actions you want them to take? How can you plant the seeds of motivational encouragement in your prospects? As a persuader, I have found that one of the keys to success lies in motivating yourself and others. We have all had days when we did not feel like doing the things we knew we needed to do. Similarly, it is useless to persuade others to your point of view if you can't get them to take action. "Winning isn't everything, but wanting to win is." Vince Lombardi
-Corner Locations: Well lit, high traffic corners are good because you get the benefit of traffic converging from two directions. This may work against you if the room is very large, as people may not walk all the way to the very back, unless there is a lot of activity in the corner. Check to see who else will be located on your aisle.
-Hall Perimeter Locations: People tend to walk around the room and may not walk every aisle. An outside location will work well if you follow the rule above. Be sure you are located near other interesting booths.
Spaces That Don’t Work
-Front and Center: People typically cluster in the front of the building as they come in standing in front of your booth decreasing visibility and traffic.
-Near the Necessity: You do not want to be located near a public restroom, food station or bar. People who are on the way to the restroom are using on a mission and will not stop to talk.
-Despite what conference organizers tell you, proximity to the food and bar does not help. These stations will generate traffic, but the crowd that forms is more interested in food and beverage. They will cluster in front of your booth, blocking it from the people who really want to enter. At the same time, you space will be littered with empty plates and glasses.
-Near columns, stairs and obstacles: Review the layout chart carefully to be sure the visitors have a clear view of your booth and signage.
Up-Front Planning
Once your reservation is finalized, it is time to begin planning your promotion strategy. Be smart! Pre-plan before you walk in the doors. Below are a few suggestions to help you get started:
-Create direct mail (print or email) inviting your clients to stop by your booth.
-Provide
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