Hi Paul
We have looked at your website and got an outline understanding
of your business – hope you like what we have come
up with!
A couple of ideas that should not cost anything at all!
1. Put details of your stand as a
pop-up on your website – preferably on the home
page (your web designers may do it for free in exchange
for a couple of tickets!) This will grab the attention
of regular visitors and new prospects alike. See below
for further ideas you could develop off your website.
2. Put details of your stand on all
of your invoices and statements going out in the months
running up to the show – we appreciate that these
often end up in accounts departments – but in
small companies the influencers nearly always have to
sign off invoices so they will at least see the info.
Put a web-address or email address on the info so people
can apply for more information
These ideas are low cost, simple to do either in-house
or with the help of local printer/web designer, they can
also be tied in with the above:
Email promotion/Direct mail promotion
– medium you use will depend on information you
store for your customers, i.e. we would recommend email
but if you don’t have email addresses for all
contacts then use direct mail.
Use the card in a 3-way close
Obviously include details of the show, time/dates/stand
number etc then:
Close 1: Put on a promotion you will
be running at the show – maybe 50% off every generator
ordered at the show.
Close 2: Tell them about something
new and unique that they will only be able to see by
visiting your stand at the show – maybe a new
model of generator.
Close 3: Make the card the entry for
a competition i.e. win a signed copy of the Global Yacht
winners photo (we see you are their suppliers –
they may well be happy to let you have some photos to
use as prizes). Tell people there will a draw each afternoon
at 4pm and to enter all they have to do is bring their
card and put it in the barrel (the cards will already
have peoples names on – and it will give you an
idea of response to the mailer and who turned up at
the show).
Make sure you include details of your website and if
funds allow put up a information page behind your pop-up
screen, giving more details about the show, maps, opening
times - in fact everything you think people would need
to make it easier for them to visit.
Telephone key contacts and invite them personally.
The personal touch goes a long way –
it can be time consuming but if you would like the MD
of the leading yacht company to visit it is well worth
asking him directly. You will need to follow this up
with a personalised invite – base it on your postcard/ecard
but link in your tel conversation. Don’t forget
these people will be very busy so your will need give
them a good reason to make the effort to visit –
i.e the promotion or the new, unique attraction at your
stand.
So to recap
- use the freebie techniques so soon as you can, up to
6 months before hand if you know the dates.
- think of a competition prize; think of a new/unique
product to use to draw customers/prospects to the stand;
think of a unique show promotion that will generate show
sales
- implement your direct marketing and telephone calls about
6 weeks before the show
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