Welcome to our new look Exhibitips
We have some exciting new developments this year from ‘Exhibit TV’ through to ‘ask the guru’. We hope you like some of these new concepts as much as we’ve enjoyed producing them, with you in mind.
Step up or be left behind!
I recently sent out an email to our database talking about the need to be seen, and the message was simple: don’t give your competitor a free hit on your clients, and don’t leave it up to the market to determine your company’s wellbeing, by cutting back in areas where your market is used to seeing you.
HANG ON TO THIS
HANDY TIP
One of the things I often see is exhibitor (and stand building) personnel neatly running Velcro along the top horizontal edge of a poster or sign only to find the next morning it’s slumped on the ground. Velcro works by small hooks that ground onto the fabric wall (front runner). To work properly it needs to be used vertically, using gravity so it pulls against itself and has a greater surface area from the strip. So next time you’re using Velcro to hang support material, run it vertically and you will see it works!
Remember it costs around nine times as much to find a new client than to keep an existing one. So it makes sense to build on this base and never take it for granted. One of the interesting results from current research is that during tough economic times, visitors place more value in attending exhibitions, and a higher-level decision maker now attends them. In fact most visitors are decision-makers or are empowered to buy and generally spend more time on the exhibition floor. Our show statistics reflect this as well.
So I thought now would be a good time to document my views for the year ahead and give you some ideas on how to apply these suggestions to your business and your exhibiting plans for 2018.
– Productivity– Adjust and Adapt
More than ever, no plans can be set in concrete. Companies will need to be fluid and prepared to change mid stream should the need arise. I have always said that after the first day of an event, if something’s not working, be prepared to make some changes to the stand. In my view, this will be an increasingly important consideration this year. Adapting to the environment and marketplace and making timely adjustments will be the key.
We will all have to do more and achieve more with less. This may apply to staffing resources, financial commitment or other areas but will ultimately centre on pushing and squeezing every last opportunity or dollar out of everything we do.
– Technology
This year the importance of technology will play a growing part in the business landscape. This can help productivity by providing efficiencies and could equally provide new ways for you to connect with your target audience.
– Database/ Personalisation
Having a database means you can directly target your clientele. The increasing level of importance in personalising your communication to your clientele should not be underestimated. Being able to tailor your message according to their habits, likes, preferences etc, such as colours, sizes, product interests and so on, will be critical.
– Education/ over-selling
Given we live and operate in a global marketplace and virtually everything can be bought cheaper from someone across the other side of the world, education will be a key differentiator. Deal hunting has become an integral part of daily life for millions of consumers, so producing content that goes viral will be very important. Become an expert that people defer to, as this is a far better way of selling and it also builds loyalty.
– Listening
This is the 80/20 rule. This year will be very much about listening before talking. There are five things we need to listen for:
1. Listen for what’s missing
2. Listen for what they value
3. Listen for concerns they have
4. Listen to what is important to them
5. Listen for what they want and need in order to fill the gap between what they have now and what they want to have.
– Experience
Create experiences with your clients that will be remembered by them. Involve them in activities where you can be remembered and look for unique connection points.
2018 will be a year of transition but without rash decision-making. We are all in it together and by building and nurturing open, honest relationships we will survive it. I know this year we have spent more time, energy and investment creating new activities to improve how we deal with our clients and what we deliver. I look forward to seeing some of the programs rolling out and sharing them with you.
“Productivity is being able to do things that you were never able to do before.” – Jim Manzi
See you on the floor,
For more great tips, simply click on the EXHIBITIPS tab on the menu bar at the top of this page.
