Did you know that according to the Center for Exhibition Industry Research (CEIR), nearly 80% of trade show attendees are never followed up with after initial exhibitor contact!?
Imagine if your sales team only followed up with 20% of the phone calls they received!? While not every lead at an event can be treated the same, an effective follow up plan is imperative to an exhibitor's return on investment. The one unique factor that separates trade shows from every other marketing vehicle is the fact that you get to interact and ask questions of the prospective customer face-to-face. In doing so, you are getting valuable information from them that will indicate their purchasing power, their timing for purchase, and ultimately their overall challenges that perhaps your products and services can solve.
Friday, June 19, 2009
Follow-up is Key
Follow up with any marketing initiative immediately. So many companies make the mistake of putting out messages and not following up on the success of the initiatives in a timely fashion. Set timelines for yourself to look back on your initiatives, find out which media you put out that was most effective for you and create a new strategy based on these results.
How effective would it be to spend thousands of dollars on a television campaign, invest in a following campaign and then find out at the end of your fiscal year that your web advertisements you developed in your first quarter outshone any other initiative you decided on all year.
How effective would it be to spend thousands of dollars on a television campaign, invest in a following campaign and then find out at the end of your fiscal year that your web advertisements you developed in your first quarter outshone any other initiative you decided on all year.
Thursday, June 18, 2009
Market to Your Customers
Market your product towards your customers, not towards yourself. When you come up with the concept for a product ask yourself "does my product really provide a solution to a customer need?"
So many brand developers come up with great ideas for products only to find out that if your friends and family like the idea - it doesn't necessarily mean the general public will like it. Get professional opinions outside of your circle and really test the true concept of your product.
So many brand developers come up with great ideas for products only to find out that if your friends and family like the idea - it doesn't necessarily mean the general public will like it. Get professional opinions outside of your circle and really test the true concept of your product.
Wednesday, June 17, 2009
Make your Marketing Message Sizzle
Do you know how to make your marketing message sizzle in the mind of your prospective customer? People are bombarded with thousands of marketing messages every minute of the day, from all angles. Making your message "stick" in their mind seems like a challenging task.
Empathize with their pain
The more you can show you understand the specific pain, discomfort or problem that your prospect suffers from, the more they will be inclined to believe you when you tell them you have a solution.
A physical trainer shouldn't ask, "Tired of being overweight?" because this doesn't touch the real pain. Instead they might ask, "Are you afraid that your kids might grow up alone, without their father?"
This is much more direct and shows that you truly understand the challenges of being overweight. Only once you've shown your prospect that you really understand their pain (not just their "problem") and have created both hope and desire by painting them a "perfect picture", it's time to connect the dots with a solution. The key is to show how your particular solution is the best, easiest or most appropriate way for them to move from pain to perfect picture as quickly as possible.
Empathize with their pain
The more you can show you understand the specific pain, discomfort or problem that your prospect suffers from, the more they will be inclined to believe you when you tell them you have a solution.
A physical trainer shouldn't ask, "Tired of being overweight?" because this doesn't touch the real pain. Instead they might ask, "Are you afraid that your kids might grow up alone, without their father?"
This is much more direct and shows that you truly understand the challenges of being overweight. Only once you've shown your prospect that you really understand their pain (not just their "problem") and have created both hope and desire by painting them a "perfect picture", it's time to connect the dots with a solution. The key is to show how your particular solution is the best, easiest or most appropriate way for them to move from pain to perfect picture as quickly as possible.
Tuesday, June 16, 2009
Special Quote #11
If I set a goal and don't quite make it, I haven't failed! I am much further along than if I had never set a goal in the first place. My plan is to change the date, adjust the goal, learn from my mistakes and keep moving forward! Because I now know and believe that a goal is a dream with a deadline. I can always change the deadline! - Dr. Pamela
Monday, June 15, 2009
Is you Ad Message Complete
When you are developing your advertising message for your customers make sure that you have a powerful headline that complements that strategy behind your product. If these don't match, your advertising message will not make sense. Your call to action should reflect what you want your consumer's response to be, as well as provide me with the pertinent information.
Watch the Prospect
When a prospect says something positive about your products or your company, get him or her to expand on it by asking,"Why do you say that?". Then sit back and watch the prospect sell you on your products and your business.
Think about it.
Think about it.
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