Archive For: Marketing

Are You Flexible?

OMG! Can you believe it? I stuffed up. 

I live in Melbourne and didn’t realise that I had scheduled my How to Create and Deliver a Great Introduction webinar smack bang in the middle of Melbourne Cup Day. Naturally I only found out about this just after I had sent the newsletter to over 1,500 people!

So a few quick tinkerings of the system and voila, it is now on this Wednesday at 1pm Melbourne time. If you want to be part of it, the webinar detail and registration is here 

What about you? When you find out about a problem can you let go of control enough to be flexible? Can you release the idea of what you wanted to happen and come up with a solution that will suit? From a cancelled meeting to a cancelled contract, anything can happen. As has been said so many times, it is not what happens to you but how you deal with it that counts. So are you flexible enough to deal with what happens to you?

—————

Warwick Merry – The Get More Guy, is your high energy, results focused, action oriented, no holds barred tour de force MC, keynote speaker and Exhibiting Specialist. He ensures your attendees Get More from your event. His MC work is like insurance for your event. It guarantees things will run smoothly and on time. As a speaker, he is like a dose of Berocca – a bubbling, burst of healthy, sustainable energy for your attendees.  If you need a burst of inspiration, cogitation and celebration at your next event you MUST book The Get More Guy, Warwick Merry.

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What About Me?

Warwick MC

One of my personal bug bears is when an MC says, “And now for a person who needs no introduction…” and then spends five minutes introducing them! Most of us have been to meetings or networking functions where people are introduced by their resume (at least it feels like they are reading their resume.)

Here is the secret of a brilliant introduction: the introduction is NOT about the person you are introducing. What people forget is that the introduction means more to the AUDIENCE that the presenter.

That is not just for presentations either. Think about when you are introduced to someone at a networking event. What has more value to you?
“This is Jill Jones she is the CEO of Jones International”
OR
“This is Jill Jones. Her business specialises in graphic design and branding. I recall you saying you were looking at yours recently.”
In the second introduction you will love the context you get about Jill and Jill loves the referral the introducer is giving her.

So how are your introductions?

If you want better introductions, join me on Wednesday 7th November for a complimentary webinar on How to Create and Deliver a Great Introduction. If you can’t make that time, no worries, simply register and you will get access to the recording.

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To register click here

By the way, this is not a normal webinar where I talk and you listen. This is a hands on workshop where you will create an introduction and we walk through what will make your introduction better.

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Are You Treating the Cause or the Symptom?

Too often people treat the Symptoms and not the Root Cause.

A case in point is the current issue with Alan Jones, the Australian shock jock who made some questionable comments about our Prime Minister and her father.
There is a lot of talk and social media chatter about boycotting the advertisers. So much so that the advertisers are no longer playing any adverts on his show.

Let me predict the future – The radio station will continue to receive money from advertisers, they will just be played at different times meaning more adverts on other shows.
Alan Jones’ show will probably be advertised as “3 hrs of Ad Free breakfast” or some such thing. In a couple of weeks when the next thing gets our interest, the radio will start playing adverts again and life will go back to normal.

People are focusing on the Symptom, and not the root cause. If they truly want to get Alan off the air they need a different cause of action. The advertisers love Alan Jones because lots of people listen to him. It means they get great exposure and the radio station charges them a significant amount of money for this exposure. So to get the advertisers off Alan’s show permanently, the focus needs to be to get people to stop listening to his show and that radio station at all. Will decrease revenues, the radio station will be forced to make permanent changes, such as fire Alan Jones.

The bigger issue is that the people listening to Alan Jones are of the demographic that love his vitriol and diatribe. The people complaining about him typically do not listen to him anyway. So how do go get people who like listening to a person, who probably are not offended by his comments to completely stop listening to the radio station? I can’t answer that one.

Again, are you treating the Cause or the Symptom?

Managers in attempts to cut costs will typically cut costs that don’t matter. For example, no more Tim Tams, cheaper coffee, less staff, or cheaper decorations. That just treats the symptoms of a lack of sales. Successful managers will look at the root of the problem. Basically, what does the customer want (both now and in the future), how do they want it and when do they want it. Lets look at ways to provide this. In Australia, Myer and David Jones are playing catchup with online sales because rather that thinking how do we go down that path (when customers started heading that way) they chose not to, and have suffered!

Small business have a lull in sales and think “Better make more sales calls” rather than considering alternate ways to bring continual prospects in. Too often we fall for doing more of the same action rather than looking at whether it is the right action to take. It is not just a matter of doing things Right but also about doing the Right things.

In a relationship, I have seen people buy their partner a gift or flowers to make them happy rather than considering why they were upset in the first place. What is the root cause. Is it a bad habit, was it a conflicting belief or simply a mistake. Too often the same mistake keeps recurring and it has significant impacts on the relationship.

What about you? In all areas of your life, are you addressing the Cause or just the Syptom?

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What’s Driving You?

Doh! I had to learn this AGAIN!

Too often I let my email and my phone drive me. I get into a reactive role of responding to whatever lands on my desk.
That is NOT how a successful business operates.

As I teach those in my sessions, there are three key things that need to be focussed on that can easily magnify sales.
1) Number of Prospects
2) Percentage of Prospects who convert to sales
3) The value of the sale

You don’t grow these factors by being driven by your email. They are increased by a strategy with actions in your calendar.
Don’t get me wrong, you can’t ignore your email and phone calls, but you can choose when it suits you best to respond to them and let your focus be on business building activities as per your strategy.

What’s driving you? Is it your email or your strategy?

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What’s the Best Marketing?


I was asked recently “What is the most cost-effective way of marketing our business?”

The short answer is to go back to your existing clients and say, “Hi, you loved the xxxx you bought. Just letting you know we also have yyyy and as and existing client here is the bundle deal we will do for you.” The commonly spouted figure is that it is 5 times cheaper to sell to an existing client than it is to get a new one. Most of us will have heard that before and still not act on it. So in terms of sales, I would start with existing clients.

I am sensing that the question was focussed on getting NEW clients, so let me address that. There are so many ways to choose and so many others to get sidetracked with. I also love how you said “cost-effective” and not cheapest. There are too many people who look for “cheap” without measuring the results and cost effectiveness. Social media streams (free outlets) are clogged with people saying, “buy my stuff, buy my stuff, BUY MY STUUUUFFFF!” All they are doing is screaming desperation, annoying their fans and not getting the sales they want.

So to answer the questions, marketing is not about a “Way” but about a “Campaign” so you actually need to shift how you look at it.

Start with the very basics. Who is my target market? What do they do, where do they live, what do they eat, where do the shop, what do they drive, what do they wear, how big is their family? Get incredibly specific. Too many home based businesses think, “I can sell my stuff to EVERYONE!” No you can’t. Even if they need it, EVERYONE won’t buy it. So get specific. Who is your ideal target market client?

Now you know who they are you will know where they hang out the most and where they will be open to marketing most. You can then build a campaign around that.
The campaign is made up of different touch points or steps to take action. The goal of the campaign is to get additional sales. Everything you do in the campaign is focussed around how do you get the prospect to buy from you. It may not be a direct sale, it may be get them to take action into your sales funnel that will ultimately end in a sale. It is important to maintain the focus that the intent of your campaign is ultimately to increase sales.

Here is an example. Let’s say your business is Freddy’s Family Photos. You take family photos of younger families. Typically mum, dad and kids under the age of 10. So your target market is families, not singles, not seniors, not couples, not weddings but families. If the other work comes to you then you do it, but it is not the work you seek out. You like to do work in your local area, so you really are marketing to young families with kids under the age of 10 that live within 10km of your home based business.

As part of Freddy’s marketing campaign, they do the following:
1) Sponsor the local Little Athletics by taking action shot photos of the finals. Families can then get free copies of some of the shots by entering their details.
2) The email address sends the photos (with Freddy’s water mark on it) as well as subscribing the family to the newsletter.
3) A week later they receive a letter with a small poster on regular paper. The poster is an image in the local park with the image of parents and kids blanked out so it can be coloured in (it alsy has Freddy’s logo and contact details on the bottom) – There is an accompanying message saying “Hope you enjoyed the Little Aths photo. Here is an image for your kids to draw in your family. We would love to see the finished results on our Facebook Page”
4) 2 Weeks later send an email with a message saying “We love kids art but sometimes it doesn’t catch the situation like a photo does. Here are some recent photos we have done and what the families have said about working with us. (insert 2 testimonials and some photos). If you would like to know more about having some family photos done, simply hit replay and one of our team will be in touch.”
5) 2 weeks later send another email – As one of our Little Aths family, we would like to give you this special offer xxxxx. Simply hit reply and one of our team will be in touch to make an appointment

This is a simple example of a targeted marketing campaign. As well as the marketing campaign, Freddy also sends out a monthly newsletter with stories of families getting their photo’s take, Photography tips and testimonials. This newsletter is a constant reminder to the recipients of what is available without saying “Buy my stuff!” It also adds value in terms of some tips, stories of the families (including when photo shoots go bad) so there is some entertainment. Every now and again it may contain a special offer.

The campaign works on building trust with prospect by slowly introducing yourself and what you do. It builds awareness by providing desired images with branding on it. It also showcases the quality of Freddy’s work.
The cost? One day every couple of months taking photos at Little Aths. Some postage and printing for each prospect (no more than $5 per prospect) and some time managing the emails and database. Not a great deal in comparison to the value of a photo shoot.

By the way, there are other business where this approach WOULD NOT WORK!! It is centred around the target market. You need to appeal to them in a way that inspires them into action.

So your action is to define the following:

    Who is my target market?
    Where do they hang out and what do they like to do?
    How can I get them on my database?
    What 5 to 7 step process can I put in place to know me, like me and trust me?
    What is the irresistible offer I can make to them?


Love to hear any thoughts?

Enjoy the day

Warwick

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Can you Make It Easy?

Arrrrr me hearties, its International Talk Like A Pirate Day www.talklikeapirate.com/

To get in to the spirits me buccaneers, Oi have put on me pirates gear so’s I have.

Aaaaany way, to prevent further pain I will stop typing like a pirate!!

Today’s method to Get More Clients is to Make It Easy

I am stunned by the way so many stores make it hard to be a client. 
Myer seems to have fewer and fewer service assistants. It is not uncommon to have to walk a big chunk of the floor to find someone to help you, let alone a person at a register to help you buy the item.
Coles and Woolworths have put in new self serve checkouts all over the place. It saves them a lot of staffing costs. While some of us techno friendly people love it, I have seen non-techno people tormented by them and the assistant not be able to tolerate the customer not getting it.

What about for us as home based businesses, how do we make it hard for people to be our customers?

I love to buy resources off the internet but if it is a multi-stage process, it just gets too hard. If I have to re-enter the same information over and over again, I have cancelled sales. I find it very annoying to enter all my details and then be sent to PayPal or some other payment gateway and have to enter them again. It is a lost sale if I like what you have and then have to ring between the hours of 10am and 2pm to order it over the phone. At Trade Shows, if we make people fill out forms to enter a prize rather than just put their business card in a bowl, we can miss a prospect.

Are you getting the idea?

Too many sales are lost or prospects missed because we are considering what makes things easy for me and not for you.

The cracker in my mind at the moment is ordering movie tickets on-line from Village. They spend a lot of effort telling everyone how easy it is to order on-line or on your phone. No waiting in line, pick your own seat, all nice and easy. Yet when you go to do it, there is an additional fee of around $2 for each ticket you buy on-line. Why would you do that? To my mind, having people order on line or on the phone will save staff costs, paper cost (no issue of tickets) and increase customer satisfaction. I would make it $1 cheaper and people will flock to it. Plus you then get all of their ordering details as they have to sign in to order. You can then do direct marketing to them. Surely that is worth something?

So how can you make it easy for your customers to deal with you?  Here are some thoughts:

  • Accept credit cards
  • Give a rock solid guarantee (mine is a 200%, money back guarantee)
  • Have a single step check out
  • Smile when dealing with customers
  • Have accurate signage (don’t laugh, some business signage is ridiculous)
  • Under promise and Over deliver 
  • You pay the postage (increase the price to cover it if you need)


What will you do?

Arrrr…. enjoy talk like a pirate day ye land lubbers and Oi will see you on the ocean of business

Warwick One Eye Merry
Arrr

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What Promotional Product Is Best?

One of the questions I get asked frequently by exhibitors is “What is the best promotional product to give away at Trade Shows?” Of course the answer is “It Depends.” Massive amounts of money are wasted on poorly thought out, poorly made and even pointless promotional products every year.

Don’t get me wrong, I am a big fan of promotional products. Like all business decisions, a little bit of strategy makes all the difference on the return that you get. As with a great deal of marketing, businesses seem to forget that the promotional product is not about them or about what they think is “cool” but it is all about their customer and their prospect. It has to meet their needs and be something that they want and will use.

Here are five of the key factors to consider when planning promotional products:

1 – What is the Outcome you want?

If you are just giving your visitors a gift then you will give them something different than if you want them to buy from you. Too often exhibitors tell me “Oh it’s just for branding purposes”. Unless you are a massive firm like Coca Cola, Apple or Ford, let go

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of the “branding” band wagon.

The outcome maybe that you want your existing customer to feel appreciated and show them you value their patronage. If that’s the case a branded Frisbee is not for you! Another outcome you may want is that that prospect see’s your logo frequently and is reminded of your services so that when the time is right they come to you.

Understanding the outcome or purpose of the promotional product is essential. So what is the Outcome you are after?

2 – What is the Value of the Gift?

What is the perceived value of the gift? This is different to what you have spent; it is what the gift means for the recipient. For example, elegant cufflinks with no branding may be seen to be far more valuable than a branded drink bottle. For others who may be in to exercise, the drink bottle will be of more value.

To understand the best value, you need to first consider who is your target market and how will they perceive the gift. Everyone will place a difference value on the gift but it is your target market or gift target and the purpose of the gift that will best define its value.

3 – Do you need Two Tier Gifting?

Some of the most cost effective use of promotional product that I have seen is two tier gifting. That is, depending on the quality of the visitor you determine their gift. Trade Show visitors are renowned for their lust for “freebies” and many of them seem to arrive early and run around collecting anything that is free. They can be managed using the Two Tier approach.

The first tier is a relatively inexpensive gift that meets your outcome needs and that you don’t mind sacrificing for low quality leads. These items are given freely to any who ask for them.

The second tier is for a high quality lead. The conversation may start when they claim a first tier gift and as your continue the discussion you find out that they are exactly the customer you are after. In return for getting further information about them you can then give them the second tier gift. A higher valued object suited to your ideal prospect.

The two tier approach ensures you are financially responsible with your marketing spend and getting the best return on that spend.

4 – What is the Cost per Impression?

This is one of the least considered but most important factors when choosing a promotional product. Too often companies spend significant money on funky items that are either single use or their prospect then turn around and give the gift to their kids, never to be seen again.

If you are putting your logo or contact details on an item, make sure it is an item that your client will see time and time again. Give your details a chance to really embed into their psyche. This is why items such as branded shirts and office equipment are so effective.

For example, if you give a prospect a branded polo shirt they may wear it on many different occasions, and then as it starts to show wear and tear, continue to wear it around the house or garden. Over a prolonged period, your cost per impression or cost every time they see your brand is very low.

Another good item for this is a branded USB key. The continual use of the key with your brand on it can work out to a low cost per impression. But if you are giving out a USB key, maximise the opportunity and load it with a PDF detailing your products and services, a short video or even a personalised message saying thanks for coming to that particular show.

What is the cost per impression of your gift?

5 – Brief your Booth Attendants on How to Distribute the Gifts

You have spent thousands of dollars on promotional items, you have a strategy for distribution, you have a specific outcome you are after when they are given out and if you don’t brief your team on what you are after, you have just wasted all of that time, effort and money. It is heart breaking to see people on the stand just distributing the products at random.

Some of the most important time you will spend on the booth is the time you spend briefing your team on what you want from the stand, your objectives for the day, how you will measure your success and how they are to use the promotional items as a marketing edge.

If you consider these five factors you are well on the way to maximising the value of promotional products when you next exhibit.

Warwick Merry is the Get More Guy, an expert in how to Get More results. He is also the Co-Founder of The Exhibiting and Sponsorship Institute.

For further information visit www.warwickmerry.com or www.EASInstitute.com

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Are You Listening?

Today’s Get More Goer comes to you from the gates of the Forbidden City in Beijing. Check out the 1 minute video for the full details.


Warwick In China


If you can’t access YouTube to see the video, then you know what it is like in China. No YouTube, no Facebook, no twitter and even

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TV channels are monitors and the news service can drop out at any time if the censors don’t like what is on. (But not if they are on their lunch break!)



Essentially the video is asking, how well do you read your clients? Do you deliver what they want?
Most of the time our existing clients tell us what they want. Why wouldn’t you deliver that?

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How is your Chinglish?

How is your Chinglish?
I am just off the plane from China. What an amazing place! It was a great conference and I had some fabulous experiences.
One of the things China is famous for is Chinglish. That is, writing in English a statement that almost makes sense but isn’t exactly what they wanted to say. Check out the photo of the sign I saw for Self Help BBQ Meat.
Have you ever spoken or written in something similar to Chinglish? You knew what you wanted to communicate but it just didn’t come out how you wanted.
It can happen with family, friends, work

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colleagues, customers and partners. Sometimes you need to get clarity on the communication. Confirm with a phone call what was said in the email, because it didn’t come out right. Check with a mentor or peer if they hear what you think you are saying.

If in doubt, double check and keep communicating. So how is your Chinglish?

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How Do You Recover?

Rental
Customer service is important but don’t forget your service recovery skills either. Research shows that a customer who has a good experience will tell three to five people but a customer who has a bad experience will tell 11 people and now with social media, I suspect it’s more.

This weekend I was away with our B&B group of seven people. We had booked a large and lovely place in Echuca (see the picture) with additional bungalow. We arranged and paid for it all over the internet before arrival. When we arrived at the agent we found that it was an additional $150 for the bungalow in addition to the $1,000 we had already paid even though this had not be advertised anywhere.

I raised this with the booking agent who happened to be the owner. Some of her comments included, “we have never had this problem before”, “My team know what they are doing I am sure they would have mentioned it”, “I wasn’t part of your original conversation so I can’t know for sure what was said”. At the end of the day, she had a very unhappy customer and she did not care.

There are many things that she could have done, at the very least acknowledging the emotive side of the transaction. While she may have got her $150, she won’t get any further business or recommendations from the seven of us who were here and she won’t get positive comments on her website. 

So how do you recover?

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What makes a Good Call to Action?

What makes a Good Call to Action?

In my Local Area Marketing and Get More Face To Face Sales presentations, I talk about making it easy for the customer to buy. One element of this is a clear instruction on what you want your customer to do. In essence, a good Call to Action.

Without knowing it, we are surrounded by Calls to Action. Think of some of the commercials you have seen or hear or interactions you may have had at a shopping centre.You will have heard

“Call in the next 15 minutes and get a bonus ….”

“Use EFTPOS when you next go shopping”

“American Express, don’t leave home without it”

“Have you had your Inner Health plus today?”

“Did you want fries with that?”

“Did you want to take advantage of our 2 for $5 chocolate bars?”

So what makes a good call to action? Unfortunately there are no hard and fast rules. Each target market and each buy modality has a different approach. While there are no hard and fast rules, there are definitely some key principals to be considered.

Start with the Call to Action

When preparing an advert, writing an article, creating a commercial you MUST know what your call to action is before you start. Knowing the call to action will help sculpt what you are creating. The body of your content will be providing the evidence to support your reader or prospect to take action.

Make the Call to Action Crystal Clear

Quite simply, confused minds never buy.  So even if you are giving something away, a confused person will not claim it. Having multiple actions or confusing statements around the action we prevent people from taking it. Separate the call to action from the body of the text or the initial information so there is no mistaking exactly what the audience is expected to do.

Have a Strong Why

For anyone to take advantage of the offer, the Why needs to be strong for them. It can be evidence of success, a free trial, a discount, additional bundling of items or even a guarantee of results. Different audiences will have different drivers but you must be clear on what will appeal to your target market and build that in to the call to action.  The why my be initially mentioned or alluded to in the advert or article copy to get the audience ready for it. Whatever the reason, it has to be attractive and offer value to the audience.

Lay the Foundation for Action
Let’s be honest, a simple line saying “call now” will not bring about action. The foundation or need for action has to be built into the copy to make it happen. Infomercials are brilliant at this. Essentially, you need to highlight the problem that your product or service will solve. Your target audience needs to see their own pain in the copy. You can then show them how you solve the pain or get them to take action to find the solution to your pain.

Mind Your Language

Use the appropriate language to describe the urgency of the offer. This not only relates to the words you use but also to the emotive sense you create. Direct the audience to take action with words like:

  •          Call
  •          Buy
  •          Donate
  •          Register
  •          Order and
  •          Discover.

You can create a desire for the audience to act using phrases like:
  •          Register in the next 5 minutes for….
  •          Order now and get a free gift
  •          Call now and you also get…
  •          Be one of the first 10 people who…
  •          To get your free copy of….
  •          For a limited time only…

Deliver on Your Commitment
Too often business are so focussed on getting the prospect to act, they forget to respond. If you are offering something for the first 15 who respond, be sure you deliver it. One of my wives once got excited by an infomercial for some Victoria Principal cosmetic. She called and was advised that the phones were incredibly busy and they would call back if we left a number. We never got the return call and they lost a significant sale!

It can be easy to set up technology to respond to your enquiries giving the free ebook, download or special report. Make sure your systemise your response (whether you use technology or not) so that EVERYONE gets what they are promised. If you don’t deliver on your promises, it will not take long for your name and that of your business to be mud in the marketplace.

Research Your Customers

Clients often ask what is the best offer to encourage prospects to respond to a call to action. The answer lies with your customers. They know exactly what their problems are and what it will take for them to act on them. Using a simply tool like Survey Monkey with the right questions will tell you what the burning desires or problems your customers have. Use this research to craft your Call to Action.

Test It

Too often business create a call to action and then rest on their laurels. You need to test your call to action to see what works best. This means having two slightly different calls to action. Monitor the response that each one gets and then select the best one. Then you can again create a slight change to the call and split test it also. The aim is to develop a call to action that consistently feeds leads and qualified prospects into your marketing funnel.

Do It!

Your next step is to include a call to action on your next piece of marketing copy. Use these guidelines to create something and then slowly but surely tweak it until it gives you optimal results.

Warwick Merry is the Get More Guy – a motivational speaker and trade show specialist. He ignites and inexhaustible passion to Get More out of life. 

Sign up for his Get More Goer – a weekly slice of inspiration at www.warwickmerry.com

© Warwick Merry.  Distribution permitted with permission.

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How Often Do You Touch Them?


PointHow Often Do You Touch Them?
Too often I see sales people, internet marketers, and people working the expo booth expecting the next person they talk to or who reads their stuff to instantly buy from them. The reality is it probably won’t happen.

I believe you need to touch people several times before they become a prospect or become more interested in what you have to offer. By the way, I am using the term “Touch” as in connect with them on some level. I am a huge fan of client and prospect Touch Points. The more quality touch points you have, the more likely they are to engage you or retain you as a supplier.

For example, I spoke at a conference recently. There were a few people in the audience who had seen me speak before, they also had received my Get More Goer on a regular basis. So it was no surprise to me that at the end of the session when I was offering my new Get More Business Success 12 CD Pack, it was the attendees who I had previously “Touched” who purchased it.

With the many Touch Points, you are allowing the prospect to Know You, Like You and then Trust You. So what can you do to provide quality Touch Points and when it comes to your clients and prospects, how often do you touch them?

PS Want to learn some more tips for Exhibiting and increase your Exhibiting ROI? Join Danielle Storey and Me on our next Exhibit Like A Pro Webinar. 
Details and registration are here.

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Happy Birthday

I like birthdays. I figure every year that I have one is a good year and to be quite honest, as I get older I feel more comfortable with myself and my life. This week it is my 44th birthday.


Naturally wifey has been asking what I want for my birthday. The reality is that I have everything that I need. I don’t really need anything extravagant just for the sake of it.

But Wifey is persistent.

The lawnmower died a couple of weeks ago, so on Saturday I got a brand spanking new lawnmower for my birthday. Thanks Wifey!

I wanted to give you a gift as well. It’s my way of saying thank you for receiving the Get More Goer every week and tolerating some of my literary indulgences and tilted perspective on the world. A few years ago I created the Birthday Bash. It is an easy to use two page document that enables you to do a quick assessment of the year past and the year ahead. You can download it here as my birthday gift to you.

Whether you use it on my birthday (this Thursday) or wait until your own birthday is

up to you, as long as you use it.

Happy Birthday to me, I hope you enjoy it. I know I will!




PS Speaking of gifts, if you struggle to think what is the best gift or freebie to give when you are exhibiting, sign up to our 2 hr Exhibit Like A Pro session to be held in Melbourne on Monday 30th April. This is just one of the many things we will be covering. Find out more info here.

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Quality or Quantity?

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Did You Read The Signs?

Sign
At a recent webinar for Exhibitors, I stressed the point that your signage has to be simple, focussed on the visitor and it has to make it easy to be a customer. Wifey and I saw this sign at an airport in India during our recent trip. It hit all the right buttons!
It was simple – Only 3 words
It was focussed on me – Just in case I thought to bribe/tip someone
It made it easy – I had no question on whether I should bribe/tip someone or not.
How many times have you seen banners or signs loaded with words that you don’t read?Maybe you do read them and you find that it is all about the vendor and telling you how good that they are.The reality is you customer does not care. Their focus is firmly on themselves and their own needs.
How is your signage? Do you read your signs with your customer’s shoes on?


PS If you want more tips on How

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To Exhibit Like A Pro, I will be running a webinar with my business partner Danielle Storey on Monday 26 March at 1pm AEDT. The focus of this session will be on what to do AFTER the Expo or Trade Show. Click here to register and find out more information.

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