Article and photo courtesy of Skyline San Diego
So, before I really get into the gist of this blog I have to come clean and admit that, for some very specific trade shows, I am nothing more than a bag stuffer. Yes, that dreaded passer-by who cannot increase your ROI, will not distribute your product to end users and cannot, in any way, help you achieve your sales goals. I am there for the free stuff and that’s it.
Let’s face it, there are things we need that simply cost a lot of money, like moisturizer, natural, dye-free soaps and skin toner. The fact that I get it all at a trade show, and that some of the labels specifically state, “For Experimental Use Only” doesn’t sway me from the fact that I just saved a TON of money. I haven’t grown a full beard (I mean nothing more than any other Italian woman my age) and my eye lids are still the same color as the rest of my skin. It’s all good!
Note: The names of the people and businesses in our case studies have been changed to ensure the privacy of the people involved, but the details, recommendations and results are based on actual events from our files.
In the early nineties, a small business owner, Mary, contacted us to ask for our help.
She said that she was spending a lot of money on newspaper ads to promote her small business, but that she didn't feel like she was getting very much return from her investments.
After one meeting, it was obvious what was wrong. While she had an excellent service, and was getting rave testimonials from her current customers, her marketing strategy had several major flaws that were preventing her from attracting significantly more customers and sales.
She wasn't tracking her advertising results
Mary was placing ads in over 10 different publications each month, but had absolutely no idea which of those publications were producing results for her and which were not.
Article courtesy of Skyline San Diego
In a recent blog post on btoboonline.com (“I just flew in from the trade show and boy are the booths tired“), Tom Nightingale laments the poor trade show habits of exhibitors at a show he just attended, and offered 7 concise, valuable tips on how exhibitors could do better.
Tom was frustrated that, even with the wealth of best practices available with just a Google search, too many exhibitors were not searching for and implementing exhibiting best practices. I know we’ve tried to help them, too – we’ve published about 200,000 words on this blog over the past few years, plus hosted dozens of webinars and hundreds of seminars.