Fail To Plan And You’ll Plan To Fail: Post-Show Follow Up

This entry is from Part #6 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “No Follow Up”

Let me ask you this… Do you have a follow up plan ready for action even before you go to your show? You should!

Check this tid bit out - A study by Baylor University showed dimensional mailers with a promotional
product got a 57% better response rate than an envelope with only a promotional item.

Ok, sounds great, but what is a “dimensional mailer?” Have you ever been sent a piece of “lumpy” mail with a promotional pen in it? That’s a dimensional mailer – it could also be tubes, boxes etc. Believe me - these mailers get opened! Human curiosity will keep it from the junk mail pile.

Dimensional mailers are a great way to get your samples and your literature looked at… put a promotional product in there to reinforce your trade show message!

Let me say this again…Do NOT put off your follow up until you get back. Have it ready to send before you go to the show. Come back, put the labels on it and send it. Think about it… You will be too busy after being out of the office for a few days to start from scratch and it is important to act while the
lead is hot.

Want to keep that ball spinning? Be sure to mail to your prospects periodically throughout the year.

Strike When The Iron is Hot

This entry is from Part #6 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “No Follow Up”

Put Yourself In Their Shoes

Have you ever attended a show as a buyer? The amount of information you will receive and the number people you will meet is overwhelming. Putting the company names, faces, and promotional products together is a major challenge.

As an exhibitor, you actually do remember specific prospects. The lengthy conversations you had, or how exited they were. And you actually mentally counted the money they are about to spend. But here’s the real kicker…

You call them up a week later, and can’t distinguish you from the next exhibitor. Maybe they think you are someone else, from a different company, with a different product. So it takes 5 minutes just to re-introduce yourself and start from scratch!  Has this happened to you?

Hey, it’s not their fault; trade shows are overwhelming and follow up is an essential to acquiring customers.

It’s Me, The Guy Down Here On Your Paper Cube

Consider these two facts:

1. 71.6% of trade show attendees could recall the name of the company they received the promotional items from after the show.

2. 76.3% of attendees had a favorable attitude toward the company that gave them the promotional item.

Sure, they may forget you, your company, and what you sell. But you know what they’ll remember? The trade show giveaways you gave them.

I use to mail out information after the show, but I also used to make a phone call to all my leads. And that call would always include the line “I’m the guy with the putting green who gave you the Promotional T-shirt.” Once I mentioned the gift I gave them, they immediately knew who I was. From there, the selling process picked up where it left off at the show.

Strike While The Iron Is Hot

Think about it… Whether you are going to call, postcard, mail a catalog, or set up an appointment, it is important to keep the leads warm. And there is no denying that the continuous exposure of promotional giveaways will help.

So instead of hoping they remember you, remind your prospects of you previous meetings. Take control to ensure that your contact will in fact be a follow up call - and not a cold call.

The Show is Over… Or IS IT?

This entry is from Part #6 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “No Follow Up”

The Show is Over… Or IS IT?

Hall of Famer Yogi Berra was talking about baseball when made the famous statement, “It ain’t over till it’s over,” but he could have easily been talking about trade show promotions.

You know feeling at the final hour, right?   Phewfff… it’s over.  If you are like most exhibitors, you pack up your booth and your leftover trade show giveaways and wait until the next show to market again. But here’s the truth - companies that get the BEST results will market continuously to the contacts they met at the show until the start of the next show the following year.

I’ll rephrase Yogi for trade show purposes. “It ain’t over till… next year’s show starts!”

Don’t Drop The Ball

If you think it’s nothing, think again.  The most successful exhibitors continue to build on their original presentation with consistent follow up.  And they do it along many different channels.

Picture it like this.  Have you ever spun a basketball on your index finger? Well, when you leave the show the ball is spinning and the momentum from that first contact will keep the ball on your finger for a short time.

But remember - in order to keep that momentum, you must tap the ball or it will fall off your finger.   Just little taps every so often will help the ball spin forever.  The same goes for your prospects.

Don’t forget - once you lose momentum and the ball falls off – you’re back to starting from scratch.

Post show follow up is essential to maximizing results.  It makes all the difference between a successful show and a mediocre show.   Thinking last year’s show was a bust?  Asking yourself if you should even bother doing it again this year?  Well before you answer, take a hard look at how your follow up was.  If you didn’t get the results you were looking for, there’s a good chance the ball was dropped in your post show follow up.

More Tips for the Procrastinating Trade Show Gift Buyer

This entry is from Part #5 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “Ordering Late”

Ship It To the Hotel, I’ll Take It In The Cab

Ok, so we know you should try to avoid ordering late, but here are 3 things you can do if you find yourself under the gun.

• First, send your art to your distributor immediately. Even if you don’t know what product or quantity you need, the distributor can get your art converted and ready to go. This could save 1 day.
• Adjust your product decision to fit your time frame. If you need a Trade Show Traffic Builder, use something that has better terms for rush service.
• Order something lightweight and small so the shipping won’t break you. Remember you will probably end up shipping this to the hotel and walking it into the show so think small and light.

This Is Not Your Last Show

Here’s another tip that will make your life easier. Order for multiple shows and you will save money and worries! Having these items in stock is one sure way to avoid rush charges and the stress associated with last minute orders
for trade show giveaways.

To top it off, if you order higher quantities of items, you will be able to take advantage of cheaper end quantity pricing.

You know what else? Re-orders produce faster than initial orders. So if you are late, sometimes it is best to stick with what you have done in the past depending on that product’s turnaround time and shipping cost.

Wise Buyers

Before we go any further, I want to set something straight. The resources and tips in these mini-courses are worthless to you if you do not follow through with them. I’m sorry to have to plug my site at this time but the truth is – knowing the main features and benefits of www.poorrichardspromos.com will help make your follow through easier. Fair enough?

Here’s what you should know:
1. Poorrichardspromos.com has over 20 products that ship in 24 hours with no rush charges. You can easily find them by checking out our "Rush Service” page

2. We offer a smart limited selection of products because we want them to be retained. You won’t be overwhelmed by 100’s or 1000’s of products Also, the suppliers we represent can be relied on to ship when they say they will.

3. Remember, also as a Wise Buyer, you get free art preparation service (We do this to encourage you to send your art EARLY in case you have a rush order). You can submit your logo to us at any time and we will covert and store it in our database until it is needed.

Ordering Late -When time is NOT on your side

This entry is from Part #5 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “Ordering Late”

Let me ask you this question – What portion of your overall responsibility would you say includes purchasing trade show promotional products? Probably less than 1%, right! This is probably the reason why so many buyers find themselves ordering late and paying for rush service and overnight shipping.

So Why Does It Take So Long?

Think about this - every promotional product we sell is customized. Unlike retail products, these products aren’t just taken off shelves and shipped. The reality is that they require time to produce.

So what should you expect when it comes to timing? Well to start, you should figure on the art preparation (1 to 2 days) the production (standard 5 to 10 days) and the shipping (ground 1 to 5 days).

A good rule of thumb is standard production on most items with shipping and art prep require 3 to 4 weeks from the time you order to the time you receive your goods. Keep in mind some products require more or less time.

The bottom line is this - if you order early, you will save money and eliminate unnecessary stress.

Rush Jobs Go Bad

Consider this. If you think paying through the nose to rush an order is your biggest problem, guess again! The fact is- rush orders have twice the risk of creating much bigger problems. Imagine getting the wrong product, having a misprint, or even missing a delivery in time for the show.

So what should you do? Well, think about my last post.  Remember, there are approximately 5000 manufacturers in this industry. The problems start when you pick a product you see on a large website or catalog and your distributor has to deal with a manufacturer they have no experience with.

The solution? Keep it simple… like Poor Richards Promos. And believe me when I tell you to trust only about 50 of them.

Here’s a True Story

I once had a customer who ordered promotional luggage tags requiring a special imprint. So I called a manufacturer I found who could print them. They assured me the order would ship on time with a 30% increase in the price. It was a large order and it absolutely had to ship on time, so cost was not an issue.

Just to make sure, I would call every couple of days to see that we were on schedule. Needless to say, they assured me everything was O.K.

You can probably guess what happened next. I called on the day they were scheduled to ship and what did the customer service agent tell me? “We don’t guarantee any order would ship when it is scheduled. Just because you have a scheduled ship date doesn’t mean it will ship on that day”

They must have conveniently forgotten to mention this “Company Policy” when I was calling around with this large order.

Now, I’m a guy who is always honest with my customers. I like to keep them informed of the status of rush promotional product orders. So I’m not exaggerating when I tell you that I felt sick to my stomach over this.

So completely nerve wrecked, I had to wait until the next day (the day my customer was expecting the shipment!) to find out if it had shipped out or not. Meanwhile my client was in Vegas anxiously awaiting the product at the hotel.

Fortunately, this story did have a happy ending. This order did ship that day and the customer was happy. But make no mistake about it - it could have been a disaster.

I’m a firm believer in the “under-promise,” “over-deliver” philosophy. If I can’t say with confidence that I can’t get an order to them on time – I will tell them that. Better that, than let them down and ruin my customer’s confidence in my service.

Believe me when I tell you again - there are a large majority of manufacturers in this industry who simply do not care about you or me. But always keep in mind that there are 50 great suppliers who do.

If It’s Cheap, You are Cheap

This entry is from Part #4 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “Buying Promotional Items Based On Price”

I Have a Dollar to Spend and I Want Embroidered Hats

Let’s recap from the last post. You should never buy products that are not the highest quality in the class because you want the product to fit into your budget. But the reality that goes with that is this - you may not be able to get the type of product you want for what you budget allows. For example, you’re not going to get a quality promotional hat that will be retained or re-used for one dollar. At this point, I would usually make fun of printed mesh back hats. (But they have become popular over the last few years)

I could easily offer 5,000 different hat styles if I wanted. But, as you have hopefully learned by now – I am not like other people in my industry. And Poor Richards Promos is designed provide you with a selective “smart” selections. Think about it - How much time and patience would you need to choose between 5,000 different hats?

In the last 7 years, I have sold one style of hat. And I’ve used this one hat for one simple reason. It has universal appeal and will get worn. It is not the most expensive hat, but it is the best quality hat I have found - and I am a hat guy.

This same principle can be applied to most products. Take bic promotional pens for example. 30 companies make a knock off of the bic click stic pen for 10% to 20% less. Here’s the problem - you may think you have saved 10% but consider this; 10 out of 10 bic pens will write - they will write for 1½ miles in fact! The cheaper pens will have defects and will not work for as long.

Remember the last time you picked up a pen and it didn’t work? That 10% saved doesn’t look so good now, does it?

If It’s Cheap You Are Cheap

Here’s the worst part. When you put your logo on these items, they represent and reflect you. Makes sense, right? It still amazes me how many crappy products are offered to customers in our industry.

Too Much Competition

To complicate things further, think again of the huge selection of products out there. In dealing with trade show promotional products, we have suppliers who usually specialize in one
certain item, and then also offer a bunch of other “stuff.” Now the products they specialize in may be a great value – but what would you guess the quality is of the other “stuff?”

Let’s face it, the other items in their product mix are just add-ons offered because of one or two reasons. One, they are cheaper. Two, they want to take advantage of the new trend of consumer buying patterns. You already know what I think of the “new,” “cute” products out there. Stick with the quality re-usable items and you can’t go wrong.

Still not convinced? Go to any other promotional website and look up any product category. 100’s of choices will show up. This should terrify you.

Here’s what you need to keep in mind - you must buy the top quality (which usually translates into highest price) item in the class.

Now you’re probably wondering, “How can I possibly sift through the garbage and pick a product that will last?” Great question - especially with distributors offering so many products.

The reality is that there are just not that many quality products out there. And to make matters worse, there are not that many quality conscience manufacturers. They simply want you to purchase the products. They don’t care if your product
last you a day or a year. But there are things you can do to get better products at better rates.

Maximize the Budget

Think about it… it makes sense to buy more and save. This industry has lower price points if you order more. Use your trade show giveaways for other purposes. Buy for more than one show. Order early and save on rush charges and overnight freight.

Never Buy Promotional Items Based On Price

This entry is from Part #4 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “Buying Promotional Items Based On Price”

We have all been there for dreaded budget cuts. However, the problem is when people “cheapen” their search when the budget is cut. Let me be more specific. If you’re looking to buy cheap promotional products under $1, you should be buying the highest quality item you can buy for a dollar. Do NOT buy the cheaper version of a better quality item.

Let me be more specific - if you buy a cheaper version of a $2 item for $1, it most likely will not stand up.

There is a Cheap Version of Everything

Don’t forget, every product made has a high end and a low end. When looking for promotional products to purchase for trade shows, you should be able to notice the difference. But the choice may not be as obvious as you think.

Truth is, you can’t take for granted that just because an item costs more than another that it is better quality - that it’s more durable - or that will last longer. For instance, have you ever had a promotional travel mug that leaks or a pen that does not write? It is possible to spend a bit more on an item and still get a piece of junk. The solution is this: Do NOT buy cheap in a product class.

My Lanyard Example: A Lesson in Pre Approach

This entry is from Part #3 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows - “Forgetting Existing Customers”

The first time we worked a show it was pretty simple. We focused primarily on acquiring new business. The challenge came next year when we worked the same show or when we worked another show in the same industry. How would I decipher between existing customers, prospects from other shows, and new prospects.

Here’s what I did. I sent all the existing customers we acquired from the past shows a bright yellow lanyard with a laminated V.I.P. badge. I wanted them to be seen from a mile away. The badge had an invitation to our booth with our booth # and a picture of the gift they would receive.

I informed the staff to look for these lanyards and at all cost and to make sure they were recognized and attended to. My salespeople were also required to call them and invite them to stop by the booth.

If we were talking to a “trick or treater”, we knew to move them along and greet our V.I.P’s. What’s more, I instructed my co-workers that we must make contact within 3 minutes - even if it meant greeting them and telling them that we’d be with them in a moment in order to finish up with who we were talking to.

Every existing customer with a yellow lanyard was to be introduced to me (the president) and I would personally thank him or her for his or her business. We would give them a gift or two, take care of everyone they were with, and make sure they knew before they left that we appreciated their business.

In truth, I must admit that we did send a lot of lanyards out to people who never made the show, or showed up without wearing it. But, consider this - they all knew we cared.

A Lamb Amongst the Wolves

This entry is from Part #3 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows -
“Forgetting Existing Customers”

Here’s something to keep in mind. If you are at the show - odds are, so is your competition. And here’s the real kicker… Do you know who most of the new customers you picked up at the last couple of shows are? The unappreciated ex-clients of your competition!

Nothing beats trade shows for meeting clients and prospects face to face. But consider this, your competition has the same advantage. Listen, I’m not kidding around, it is imperative you let your customers know you appreciate them or our competitors will.

Here Is My Horror Story

It was my first trade show. I was a young businessman who had landed a huge account. Now, the year before we had purchased about $250,000 worth of T-shirts from our primary supplier (which was respectable) and $50,000 from our secondary supplier. (If you haven’t figured it out yet, I started in this industry as a T-shirt printer!)

I decided to take a walk over to my primary T-Shirt supplier’s booth. (Who we had bought about $250,000 worth from during the course of the year)  What happened? I stood for about 10 minutes and was completely ignored. (Keep in mind, the average attendee will wait only 3 to 5 minutes without being attended to.)

Ok, so I left and came back a few hours later. Sure enough, there I was in the booth again for about another 10 minutes - completely ignored. Man, I thought I was a big fish to these guys, but they didn’t know or even care who I was.

So here’s what happened next. I went two isles over to my secondary supplier (who I ordered a small amount from during the year). They came up to me immediately and spoke with me as if I was the biggest customer they ever had!

To this day, I remember our conversation. They gave me a nice promotional pen, thanked me a million times and asked what they could do better.

The following year I bought $1,000,000 worth of T-shirts from them and only $50,000 from the other guys.

But it didn’t stop there either. 12 months later the rep from my old supplier showed up at my plant. He was completely blown away by the expansion.  He was eager to know why our sales with them had dropped so dramatically. My response? “We got a better deal from the other guys.” He still thinks he lost the business because of pricing.

I learned a valuable lesson that day. I decided that when I started exhibiting at shows I would do everything I could to avoid this ever happening to me.  Like many other businesses, I have many customers who I’ve never met face to face. Keep this in mind… trade shows are a great opportunity to either build on our relationship, or destroy it.

Don’t Forget About Your Existing Customers!

This entry is from Part #3 of the 7 Deadly Mistakes Exhibitors Make When Purchasing Promotional Products For Trade Shows -
“Forgetting Existing Customers”

When most exhibitors think of trade show promotional products, they think of using them for one reason - Using them to drive booth traffic. But I must let you in on a secret, most are overlooking one of the most powerful uses of promotional items, building customer loyalty through appreciation gifts. The bottom line is this… Some of your budget must be used for customer retention.

It Costs 7 Times As Much To Get A New Customer As It Does To Retain An Old One

What do you think is the number one reason customers leave their current supplier? Price? Nope. Service? Nope. It is the feeling that their business is no longer appreciated.

Fortunately, the #1 use of promotional items is in fact - for customer gifts. These gifts foster goodwill and customer retention. Although there are a number of ways to show you appreciate your client’s business, very few of them have the residual impact of re-usable gifts.

You see…not only do promotional customer gifts have the effect of the initial “thank you,” but also the product itself has staying power and reminds them of your appreciation over and over. Picture it like this. Your gift subconsciously says “thank you” every time it is used. That is the power of re-useable promotional items.