ARE YOU DISRUPTIVE
It’s the latest marketing buzz term, disruptive marketing and advertising. By definition it’s doing something that is outside the norm that disrupts the way you get people’s attention.
This had me thinking that I often talk about differentiating yourself at a show and in the market place – and it’s called Disruptive Exhibiting.
When it comes to exhibitions it’s what you can do before, during and after a show that differentiates you from your competitors (and other exhibitors) and makes you stand out and be remembered for all the right reasons.
This is increasingly important due to two key statistics – around 80% of visitors to a show will decide who they will visit before they enter the event, and there is an opportunity to presell if you connect properly. The second is on average at reasonably-sized shows, visitors will only stop at 27 stands, so you want to make the cut!
The principles of disruptive exhibiting are not necessarily new but do re-enforce the need for companies to work more on creating a tailored experience that feels personalised to each and every customer and breaks the ‘norm’ to stand out.
It’s all centred around driving customer loyalty and with the right relationship strategy, it can be very strong as it’s face to face.
The two points to keep in mind when you’re developing your ideas are the positioning and outcomes you want to achieve around driving customer loyalty through relationship whilst disrupting the norm;
Inspire and Motivate
– Drive performance and results – what do you have in place to secure the sale then and there?
– Build company and product/service Brand Value – what key message do you want to re-enforce values, family, ethics and the overall perception of your business
– Strengthen customer engagements – what can you do at the event and after – demonstrations and handouts, or a follow up monthly newsletter?
Connect & Engage
– Build touch points – think of the human senses and what you can do to connect at least three times to increase memorability
– Personalise customer experience – everyone wants to think they’re special, what can you do that appears tailored especially for them?
– Build a database and engage over an extended period of time
– Improve customer satisfaction – take feedback, what do they like and dislike?
– Reward and grow the relationship – a small gift or special offer for a customer/prospect visiting a stand can build traffic by an extra 33% which can create impulse sales.
Here are my 11 top things to think about:
1. What is unique about you, that separates you from your competitors that you can leverage to disrupt visitors’ normal thinking?
2. Do you develop a theme pre event that carries through to the show that you know appeals to your market?
3. How do you invite visitors and make your stand a must-visit; personalised mailed invitation card or letter, promotional brochure, ‘our top 10 reasons why you need to see us at the show’?
4. What can you do for FREE that others won’t, eg gift, show special, education or demonstration?
5. On your stand, what and how do you stand out from other years, using height as an example, it could be the layout, signage or something visual as simple as balloons.
6. What makes visitor engagement with you and your stand team memorable and, are all leads followed up post-show?
7. Complaints are a prime opportunity to convert someone into a loyal customer if handled correctly – connection is the key
8. Remember to appeal to the senses
9. Include something that’s ‘timely or topical’ on your stand, this could be weather, sport or current affairs-related
10. Use an ambassador, reference, or an independent endorsement to show how your product or services can have impact on buyers
11. How do you thank new and returning customers for their business?
Today it’s all about standing out and being remembered. Don’t take it for granted that your customers know you and what you stand for. Revisit and see what you can do to disrupt the norm and stand out.
