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Trade fairs, consumer shows, sporting events, sales soirees and corporate retreats provide unbeatable FACE TIME with multiple customers. In a matter of days or even hours, you can personally pitch to hundreds of relevant prospects, or focus your full attention on a few key buyers. Exhibits and events can shorten the sales cycle considerably, reinforce your brand, and move you miles ahead of competitors.
The trouble is, exhibits and events chew up a big chunk of your time and budget (between 10% and 30% typically). And too often, they don’t pay for themselves. Companies grudgingly continue their expensive, time-sucking efforts for competitive presence, corporate image, deep-seated habit.
To positively impact your profits, your exhibits and events must be planned, organized and executed strategically. They are the most complex forms of marketing – built on virtually all other components of the marketing mix combined (see below). Each one is different and requires powerful positioning to be truly successful at harvesting sales.
Ultimately, your cost-per-sale can be significantly lower from exhibits and events, with positive residual effects. The Guru can help you set objectives, budget, and measure results. |
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We Help Plan & Execute the Punchlist.
 Setting objectives & budget.
Show/venue/suite selection.
Equipment rental & setup.
Booth design, construction, containers.
Logistics, service, maintenance.
Prospecting & show attendance lists.
Promo/direct/ads/sponsorships.
Sales literature.
Media relations.
Demonstrations/talent/entertainment.
Etiquette & sales training.
Travel & accommodations.
Food & beverages.
Lead qualifying & follow-up.
Post-show promotions.
Measurement & analysis. |
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| MarCom Guru service packages fit any budget. |
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Event selection. Whom do you want to reach? What effect do you want to have on them? Define both your communication and sales objectives; does your event fit?
Promotions. What promos and direct marketing techniques will enhance your presence? Can you strike a collaborative deal with another company or the show host?
Sponsorships. Before you choose a sponsorship, do you weigh all available options and consider the competing chaos? What about grassroots marketing opportunities? Get creative!
Flexibility. For smaller companies, a custom-built booth or staging set is generally a long-term investment. Is custom the best option for your company? Is yours expandable, from a 10x10' row to a 20x20' island? Is it delivered in durable containers? Can it be set up by your own team in one day — including the women — or do you need to buy labor?
Design & layout. A professional appearance can cost anywhere from $1K to $100K+. Either amount can create the feel of a premier company or basement shop. Is your design consistent with your brand? Does it suit your show objectives, e.g. dealer sit-downs, group demos, product sales? Is it inviting to prospects, who typically shy away from strong sales presence?
Legibility. Do your signs say too much? Remember, visitors give graphics mere seconds to sink in before they pass.
Presence. Do you test and re-test demos? Practice your pitch? Rehearse presentations? Teach your team key points and welcoming openers? Does your staffing fit the booth's space & expected traffic? (Too many is as disabling as too few.)
Logistics. Do you have a complete checklist to keep you on track, from electricity to cleaning? Do you maintain a vital toolkit of tape, velcro, scissors, cables, shipping labels, etc.?
Giveaways. Are you throwing money away on funky junk that doesn't really impact on your branding or sales?
Effectiveness. How do you measure your event's success? |
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We invite you to read more free tips & trends—
our monthly e-memos are written for business people. (Opt out at any time; read our policy).
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How to Get the Most out of Tradeshows, Steve Miller
Tradeshows & Event Marketing: Plan, Promote & Profit, Ruth Stevens
The Event Marketing Handbook: Beyond Logistics & Planning, Allison Saget
Powerful Exhibit Marketing: The Complete Guide to Successful Tradeshows, Conferences and Consumer Shows, Barry Siskind
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