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Archive for July, 2008

Two Part Promotions & Pre-Approach for Trade Shows

Posted by poorrichardspromos on July 16, 2008

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

Pre-Approach

So we’ve covered some different ways you can follow up with prospects AFTER the show. But what about BEFORE your next trade show??

Check out this statistic: Research shows 76 percent of trade show attendees have decided BEFORE they get to the convention which booths they will visit.

Before you know it, a year will pass and it will be time for the next trade show. Make no mistake about it – you will want to approach those original leads again and try to get those who you didn’t convert to customers yet back to the booth.

Remember they are no longer “new prospects” They are warm leads who know who you are.

Two Part Promotions

A great way to get your old prospects back to the booth next year is with a “two part promotion.” Do you recall my Pre Approach lanyard story from Mistake #3?  It was about how I sent out colored promotional lanyards to customers so that I would know who they were. Well, the same type of promotion can be used for those prospects you did not convert.

Here are some examples. You can do as I did and send a colored lanyard. Another effective tool is to send them a postcard that displays a Free Gift you will have for them if they stop by your booth again.

Remember, a trade show gift that will be something they can use at the show is always a good idea…and it can get you on their list of people to see first.

Two part promotions are a great way to re-attract traffic back to your booth. Especially when you are targeting existing customers and prospects from prior trade shows.

And think about this… if they show up and hand you the postcard you sent them, you can plan your pitch accordingly.

But I’ve found one snag… and it’s with cold leads. I’ve found that two part promotions are still effective with cold leads, but the conversion rate is often lower. Remember, they’re not “qualified” leads, so you won’t have the same results.

The solution? Keep your warm leads warm. It’s not easy to break people’s buying habits. In fact, studies show it takes an average of 7-9 contacts with a new prospect before they become a customer – so make sure you stay in front your prospects consistently.

Quantify Your Results

Here’s something your probably already know about… The question is – “Do you do it?” Do you track where your new customers come from? If not, it’s time to get on the ball.

Most accounting programs make it easy enough for you. They include a field to enter where the customer came from. (referral, trade show, internet etc.) You can even review monthly reports with you staff to see how the show follow up is doing.

Map out where your customers come from; check your source codes every year. You know what’s great? Look at results after 5 or 10 years. When you see it in black and white, you will realize the true return and value of your follow up efforts.

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