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Member You - EXHIBITORS - Check Your URL
Exhibiting can be a great form of Direct Marketing and if you can get your exhibition stand set-up correctly, i.e. in the right place, with the right staff, offering the right service etc, then the benefits can be even greater. So what are the important considerations and what should one try to do?LOCATION and SPACE Do everything you can to get a spot where you will be noticed and ensure that you are aw
What happens if you don’t know what’s on your web site and the attendee does?
1. You appear uninformed about your own firm. Attendees consider that you are not a serious player
2. Your company appears to take the trade show lightly because you are not properly trained by your firm. It's a waste of the attendee’s time and effort.
In essence, if I - as the attendee - take the time to narrow down my list of potential partners, including your
In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone.However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing.Many reporters favor e-mail anyway, so use it. Call the media outlet or check its staff listing to get the reporter’s email address. Sometimes reporters email addresses are at the botto
How many of you know its proper URL? OK, most of you.
How many of you have read everything on the web site? Numbers are dropping like stones here. How many of you contributed information on the web site? Anybody there?
When was the last time you looked at the section related to your business segment? A year ago when it first went up? Has your business progressed since then? Does anybody know it?
Why am I asking so many questions? Because serious exhibit attendees can answer all of these questions about your business.
I’m seeing more sophisticated prospects and buyers at shows - and where did they get the information - those questions that stump you? From your very own web site.
How Do You Shop on the Web?
Think about how you get info off the web and what you do with it. Do you buy a car directly (a few) or do you “shop” for information, and then go kick the tires, dicker and deal.
Generally, you’ll buy based on these three levels of comfort
1. You’ve done business with its brick-and-mortar or mail order operation (The Gap, Lands End).
2. You have faith in the legitimacy of the site based on reputation (i.e., Amazon.com).
3. The site is clear, the product meets your need and you feel it’s a fair deal.
Same thing with attendees. Except thatat a trade show, they’re not walking the aisles to just unexpectedly happen upon you. They have an agenda, and it’s often because of the Internet.
They have the list of exhibitors and have evaluated your firm by its web site. Now, at the show, they have the opportunity to meet with you first hand, to review literature, see demonstrations, sample product, test your knowledge, and be steps closer to closing a deal with you.
First Appearances Count
What happens if you don’t know what’s on your web site and the attendee does?
1. You appear uninformed about your own firm. Attendees consider that you are not a serious player
2. Your company appears to take the trade show lightly because you are not properly trained by your firm. It's a waste of the attendee’s time and effort.
In essence, if I - as the attendee - take the time to narrow down my list of potential partners, including your f
Here are several suggestions to help keep trade show display expenditures in line:1. Consider renting a trade show booth rather than buying one. Renting a trade show exhibit applies only if you are planning a one time or occasional trade show appearance or if you have a simultaneous trade show in another part of the country that conflicts with your exhibit schedule. It does not make economic sense to rent a
Why am I asking so many questions? Because serious exhibit attendees can answer all of these questions about your business.
I’m seeing more sophisticated prospects and buyers at shows - and where did they get the information - those questions that stump you? From your very own web site.
How Do You Shop on the Web?
Think about how you get info off the web and what you do with it. Do you buy a car directly (a few) or do you “shop” for information, and then go kick the tires, dicker and deal.
Generally, you’ll buy based on these three levels of comfort
1. You’ve done business with its brick-and-mortar or mail order operation (The Gap, Lands End).
2. You have faith in the legitimacy of the site based on reputation (i.e., Amazon.com).
3. The site is clear, the product meets your need and you feel it’s a fair deal.
Same thing with attendees. Except thatat a trade show, they’re not walking the aisles to just unexpectedly happen upon you. They have an agenda, and it’s often because of the Internet.
They have the list of exhibitors and have evaluated your firm by its web site. Now, at the show, they have the opportunity to meet with you first hand, to review literature, see demonstrations, sample product, test your knowledge, and be steps closer to closing a deal with you.
First Appearances Count
What happens if you don’t know what’s on your web site and the attendee does?
1. You appear uninformed about your own firm. Attendees consider that you are not a serious player
2. Your company appears to take the trade show lightly because you are not properly trained by your firm. It's a waste of the attendee’s time and effort.
In essence, if I - as the attendee - take the time to narrow down my list of potential partners, including your
You offer a reliable, quality service. You know that if more people knew what you can do, you'd increase sales. So you advertise in the most likely media for potential clients to read about you. But there's no response. Why?If this scenario is familiar to you there's a few likely causes.1. Maybe your ad's aren't designed well - poor layout, inappropriate offer, etc.2. Maybe you have selected the
Generally, you’ll buy based on these three levels of comfort
1. You’ve done business with its brick-and-mortar or mail order operation (The Gap, Lands End).
2. You have faith in the legitimacy of the site based on reputation (i.e., Amazon.com).
3. The site is clear, the product meets your need and you feel it’s a fair deal.
Same thing with attendees. Except thatat a trade show, they’re not walking the aisles to just unexpectedly happen upon you. They have an agenda, and it’s often because of the Internet.
They have the list of exhibitors and have evaluated your firm by its web site. Now, at the show, they have the opportunity to meet with you first hand, to review literature, see demonstrations, sample product, test your knowledge, and be steps closer to closing a deal with you.
First Appearances Count
What happens if you don’t know what’s on your web site and the attendee does?
1. You appear uninformed about your own firm. Attendees consider that you are not a serious player
2. Your company appears to take the trade show lightly because you are not properly trained by your firm. It's a waste of the attendee’s time and effort.
In essence, if I - as the attendee - take the time to narrow down my list of potential partners, including your
Imagine you are about to embark on a trip of a lifetime. You’ve received brochures for a luxury resort. The rooms are lavish; the grounds impeccable. Photos of the restaurant’s signature dishes look delectable. You’re sold.You go to the hotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When you complain to management, you’re met with indifference, or
They have the list of exhibitors and have evaluated your firm by its web site. Now, at the show, they have the opportunity to meet with you first hand, to review literature, see demonstrations, sample product, test your knowledge, and be steps closer to closing a deal with you.
First Appearances Count
What happens if you don’t know what’s on your web site and the attendee does?
1. You appear uninformed about your own firm. Attendees consider that you are not a serious player
2. Your company appears to take the trade show lightly because you are not properly trained by your firm. It's a waste of the attendee’s time and effort.
In essence, if I - as the attendee - take the time to narrow down my list of potential partners, including your
Do you run late for meetings, misplace keys, files, important documents, or other items, run afoul of deadlines, or forget appointments? If so, you're not alone. Americans lose/waste nine (9) million hours per day looking for misplaced items, according to the American Demographics Society. If this is an area of challenge for you, follow the 10 simple steps below and get your work environment organized once and fo
What happens if you don’t know what’s on your web site and the attendee does?
1. You appear uninformed about your own firm. Attendees consider that you are not a serious player
2. Your company appears to take the trade show lightly because you are not properly trained by your firm. It's a waste of the attendee’s time and effort.
In essence, if I - as the attendee - take the time to narrow down my list of potential partners, including your firm, and you - as the company’s representative - don’t know as much about your firm as I do - well, Bubba, I think I’ll pass. You have to have very compelling reasons for me to do business with a firm that is less informed about itself than I am about it.
Why is this critical? As trade shows draw more international clients, I see foreign firms sending high-level decision-makers who have spent time to evaluate firms based on web information. They come with a preselected list of potential partners. And, I see US firms still sending Junior Execs who think “being cute” or “knowing the buzzwords” or having a “great booth” or “super prize” will win a deal.
Words to the Wise
So, when you select your staff for the next show, make sure one of the requirements is familiarity with your own web site. Often, it’s the first and most critical step an attendee has to evaluate your firm before actually meeting you on the show floor.
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