Archive For: Marketing

Five Observations Fresh From the Floor

I am fresh off the floor from the 2010 Pregnancy Babies and Children’s Expo and I have some valuable observations to share.  I spent three days working with exhibitors to help them Get More from their show experience and here are the top 5 learning points:

  1. It’s all about Engagement.  Some of the exhibitors were concerned about not getting enough interest in their product/service.  It was usually the same exhibitor who was just standing in the booth saying nothing as someone walked past.  Live by the rule, if you are not speaking to anyone, speak to everyone!  If ever you have a quiet time, engage with the very next person.
  2. Why are you there?  Some exhibitors forget why they are there.  They get swept up in the excitement and buzz of the show that they forget their prime objective.  Start each day with a briefing refreshing the objectives for the day and what actions are required to meet it.  If you are there to get names and addresses, then get names and addresses.
  3. How is your signage? Do you have short, snappy, easy to read (that means HUGE font), action oriented signs?  If not, get some.  People don’t really care much about your brand, your long winded mission statement or the features of what you have, they care about a problem they have and how you will solve it.  Find the problem and let them know you solve it.
  4. Prepare for the show.  I don’t understand people and organisations that spend thousands of dollars to get to a show and all they do is turn up!  At the very least read the exhibitor manual to find out information about the show.  Know what signage, stationery, product, and other items you need in your booth.  Be crystal clear on what you want from the show and what your message is.  Know how you will measure your success and whether it was worthwhile.  If you don’t know these things, then why are you even there?
  5. Stop whinging!!  Shows are part science, part art and a big chunk of magic.  Things will always be different than expectected.  There will be lulls and peak times.  If things are not going how you want, then change.  You can’t expect to turn up last minute, lack half your signage and get the results you got last time with out some change in your approach.  Focus on what is going well and then change the things that are within your power.  Once you start whinging, you bring a whole lot of negativity to your booth which guarantees you wont get the results you are after.

Master these five, and you are half way there!

Enjoy

Warwick

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Do you Do the Numbers?

Not just the simple “How much money did we make?”  I mean really do the numbers.

  • Do you consider the total costs? (not just booth cost but labour, pre show marketing, post show followup, accomodation etc)
  • Do you know how many people stopped at your booth? (you could measure people for 6 mins each hour and multiply by 10 for an hourly average)
  • Do you know how to measure your brand impact?
  • Do you know how many people bought from you after the show because they met you at the show? (maybe using a special code from the show)
  • Do you know whether the numbers add up to make exhibiting worthwhile?

Use these ideas to make sure you do the numbers for your next show!


Lovin’ your work!


Warwick


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International Virtual Assistants Day

 

International Virtual Assistants Day 

 

Congratulations on being part of an amazing, borderless growth industry and thanks for being part of the OIVAC celebration.

As you know, one of the issues with the industry is that of isolation.  So here are some special deals for you to get resources to continue your development as well as increasing your sense of engagement with others. 
These specials are only valid until 30th May 2010.

 

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Get More from CHOICE

Every day we need to make decisions.  We make Choices at work, at home and in every aspect of out lives.  But what about the choices we don’t even know we are making?  The ones where we tell ourselves “it’s too hard to do…” or “I could never…” or “it’s just not possible!”
This audio program will allow you to see that you frequently have many other ioptions available to you.  Options you would prefer to take but don’t allow yourself to.
By following the suggestions presented, you will generate your own personal action plan and gain resources that will make your Choices easier, more effective and less painful.  This audio program is filled with tips, tools and techniques to Get More from the Choice in your life. 

Get More from CHANGE

Some times we get  change thrust upon us, sometimes we willingly alter our habits and ourselves.
Get More from CHANGE is a 2 CD audio program looking at change.  

  • What is it? 
  • How do we do it? 
  • What if we don’t like it? 
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Wherever you are at with change in your life, both personally and professionally, this audio program will enable you to Get More from CHANGE.
By following the suggestions presented, you will generate your own personal action plan and gain resources that will make change easier, more effective and less painful.  This audio program is filled with tips, tools and techniques to make positive change in your life. 

 

Get More ENERGY

It seems that more and more we are relying on coffee, cola’s, energy drinks or simply sugar to gives us “bursts” of energy.  But with each burst comes a matching slump because the energy burst is artificial and short lived.  So how can you build SUSTAINABLE energy into your life?  That is what this recording covers.  Simple, easy to implement tips, tools and techniques that you can use on a daily basis to build more lasting and sustainable energy into your life so that you can achieve all you want with every day. 

Get More from SOCIAL MEDIA

With the rapid (some would say Rabid!) adoption of social media, how can you easily embrace the value without having to become a geeky programmer!  This audio program looks at Social Media from a high level and then gives specific actions on how you can take advantage of this growing phenomena.

Get More Podcast Collection

Over the course of two years, the Get More Podcast was published every four weeks.  Each one has tips, tools and techniques on how to Get More out of your life, both personally and professionally.  Several clients asked if they were all available in the one recording.  This led to the Get More Podcast Collection.  Three hours chocked full of value and easy to implement ways to Get More!

Get More ENERGY 10 week e-course 

This is a 10 week course of action!
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Be prepared to be surprised about how much better and more energised you will feel after completing this course! 

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Would your Hard Drive survive?

At any show, it is hard to stand out above the crowd.  Thousands of people coming in the doors, hundreds of exhibitors, loads of press, blogging and tweeting, how can you bee seen???

Here is how ioSafe did it. 

  • They invited reporters to leave the show and go on a field trip
  • They arrived at a typical suburban house
  • Photos were taken of the reporters and loaded on the hard drive in the ioSafe
  • The ioSafe was tossed into the backyard pool
  • It was retrieved about 5 mins later
  • The ioSafe was then placed in a pottery furnace and baked
  • It was removed from the oven and hosed down until it was cool enough to handle
  • The drive was then taken from the safe and the photos were loaded on a handy computer
For the full story, check out Corporate Event Magazine’s write up (full credit to them for the photo too).  It is worth the read as it also talks about how they handled the press releases to their advantage.

While this sounds like a cool thing to do, I am sure most of you don’t have data safes to drown, burn or explode.  But some principals can still be used for your next expo.

  • Can you do something specifically for the press (it would need to be special and not just “let me tell you about my product”)?
  • Can you arrange an offsite meeting?  It could be for hot prospects, press, existing customers, influential industry members – get them away from the cacophony of the show and you are more likely to have their attention.
  • How can you demonstrate your product in action? Telling people about it is never as good as showing them.
  • What can you do that is different from the others, and in particular, different from your competitors?

Now you can take action!




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What is Most Important?




I have just come back from three days hosting an Expo/Trade Show. There was a great array of brands, products and services all displayed and promoted in different ways.  It struck me that the most important thing was most over looked.

It wasn’t the booth set up, some of the simplest booths were extremely busy.
It wasn’t the give aways, samples or bowl of lollies on the table.
It wasn’t the price of the product or service as items of all prices were selling.

It was the “Engagement” process, how the exhibitor captured the attention of the visitor.  Many of the expensive corporate booths had people walk past because the people on the booth were not focussed on attracting the people.  Some smaller business owners were a bit shy and waited until people came to them. Yet there were some star performers who ALWAYS had someone at their booth, and nothing attracts a crowd like a crowd.

The same can be said no matter what you sell.  The first step is to get the prospect’s attention, to get them engaged with you so they can discover what you are selling.

So no matter what you are selling, it could be a new idea to colleagues or a the idea of taking a holiday to your partner or selling the concept of staying off drugs to your kids or selling an actual product to your prospects, how will you engage with them? How can you put yourself aside and appeal to what is important or interesting to them?

That’s what is most important!

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Get More Sales



There is a very simple formula for sales:
More Connections = More Sales


But this doesn’t mean you have to go out and find a truck load of more connections yourself, sometimes you only need to work with you existing connections to increase your sales. Selling more to an existing client or selling them additional products or services is so much more cost effective than trying to find a whole lot of new customers.


They already know you, they already like you and they already trust you. It is simply a matter of finding out what their needs are and then satisfying them with a product or service (it doesn’t even have to be yours!! Could be a joint venture or affiliate!)


Find out more on this video I did for Broker News TV – while the picture below looks like I am in pain, trust me there really is some good stuff in it!! 


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What Inspires your Booth?

In talking with many exhibitors, one of the things that comes up frequently as an issue is “How should my booth look?”

Now you don’t have to have a person bungy jumping through the floor or hanging from the cross beam like these guys did, but what can you do to stand out and still reflect the values of your business?


A common suggestion I make to my clients is look at the big players in your category.  If you are selling a low to medium priced product, check out the department stores.  Department stores spend millions of dollars on their visual merchandising and store layout.  Get inspiration on what you think appeals to your customer and what can be adapted to your product.  Maybe they have a certain rack or shelving system or types of posters or backdrops that would work well for you.  Be open to anything.


If you sell higher priced items, make sure the quality and presence of your booth reflects your product.  If you are selling high end, high quality products, you can’t afford to have a cheap, dodgy or low quality looking booth.  Again, inspiration can come from your own product.  Like our bungy friends above, maybe you product shown in action is what your clients would like.  Or a large replica that your prospects can interact with how they never could before.  For example, if you sell high end data storage, imagine a hard disk device about 10 times normal size that a prospect can touch the insides of.


Inspiration can also come from other displays in a completely different industry.  As an example, if you are selling custom made clothes, you could display your range of fabrics and accessories like a Lexus dealer displays their car colour charts.


You will be amazed at where your ideas come from.  The secret is that you have to go out looking for them.  You are far more likely to get the burst of brilliance when you are submersing your senses in possibility rather than sitting at your desk willing the ideas to come!


So what inspires you?

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Let them touch it!

People want to touch it!!


They want

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to feel the new product. They want to see photo’s of the service. They want to experience what it’s like. Brochures can be good but the real thing is better.


I was speaking to my brother who is big in Send Out Cards (among other entrepreneurial ventures!) and he was describing a booth he was going to show Send Out Cards at. We talked about different ideas but just seeing cards was not enough. You could hold the cards or see big pictures on the walls. You could talk about how easy it is to send out personalised cards to your clients, prospects or family members but it’s not the same as doing it yourself.


I suggested that he let them do it. Let them work through the whole process

so that they are doing it and can touch and feel the process not just hear about it. So he was going to look at setting up at the booth with his camera and laptop. Prospects get their photo taken and then use the system to send themselves a card with their own message. So not only do they see how simple it is to use, two or three days later they get a card with their photo on it showing them how cool it is to receive the card.




Let them touch it!


If you can find a way, get the prospect physically touching your product or service. This makes it personal, memorable and way more sellable.


So what about

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your next show? How can you take your product or service and make it touchable? Make it real for your prospect and very soon they will be your client!




Let me know if you need ideas to make it touchable.

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Get your Blog Started!

I recently recorded several sessions for Broker News TV, a service for Mortgage Brokers.  While the information was targetted at brokers, it is just as relevant for all business.  Particularly for any one who exhibits.

Having a blog will help build your tribe – people who know you, like you and trust you.  It keeps you connected to customers, prospects, fans and friends of you, your business and your products and services.  As an exhibitor, you can’t be in business without one.

The good news is that they are easy to set up and manage.

Check out the video on how to do it.


As seen on Brokernews.com.au

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Get More From 2010

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What are you doing for 2010?

2010 is just around the corner. You know it will be here quicker than you expect (look how quick Christmas crept up on us!). So what are you doing for it?

From a Trade Show or Expo sense, what are you doing for 2010? Exhibiting is a magnificent way to build and grow your business, but as I have always said, you will hemorrhage cash if you don’t do it right! So take some time over the coming weeks to decide:

The questions are simple but the answers will help you define 2010 and the success you will achieve.

I think 2010 will be an absolute cracker and I would love for yours to be also. Let me know if I can assist you getting there.

Enjoy!

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Engage or Exit!

So many visitors to a Trade Show or Expo have on their mind “Engage or Exit”.

It’s not a conscious thought, but they know if you don’t pay them attention or at the very least acknowledge their presence, they are out of there. How do you do that? It’s easy when there are only one or two people per staff member in your booth, but what about peak hour? You MUST have a strategy to deal with the busy times. Even if you have one of your team nominated as the “Preview Person”.

The Preview Person will quickly move among the people, get their contact details and

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what they are interested in. They do not have to be as knowledgable as your key staff members but they can quickly engage, comment on how busy it is and get someone to get back to them. It is a way that everyone gets engaged and your can then follow up later in the show by calling their mobile phone or follow up after the show.

How do you deal with peak hour?

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You gotta Stand in the Stand!

One of the things that annoys me, but more importantly, costs exhibitors money, is sitting in your stand.

Let me explain.

If you were an exhibitor at a Trade Show or Expo, you would have paid thousands of dollars for the privilege. Dollars for the space, dollars for the stand, dollars for the promotion, dollars for the travel to get there and back, dollars for accomodation and meals and dollars for emergency sundry things that you forgot about and needed to get last minute. So after spending all of these dolllars, what do you get?

Anyone who has worked at a Trade Show knows that the biggest thing that you get is the pain in your feet! The show floor is concrete with a “film” of carpet if you are lucky. No matter how good your shoes are, the feet hurt. If only I could just sit down!!

NOOOOOOOOOOO!!!!!!

Nothing will scare a prospect away quicker that someone sitting in the stand. Think about you own reaction when you walk up to someone who is sitting in their stand. Because it starts with the sitting, then the person sitting says to themselves, “I’ll just relax a little”. When the prospect comes over, they say to themselves, “I’ll get up if they are interested”.
The person coming over thinks, “They are not that interested so I’ll move on.”
The seated person thinks, “Yay, I don’t have to get up because my feet hurt!”

Prospect, potential sale, potential lifelong value of customer GONE! The thousands (if not tens of thousands and sometimes hundreds of thousands) invested in the show WASTED all because you have sore feet.

The Trade Show or Expo may be on for one, three or maybe eight days. That’s only eight days of your life that you have to have sore feet. As wifey says to me when I am whining, “Suck it up princess!!” This is why they call it a Stand. You have to stand there. You have to be on full alert. You have to make your guest feel welcomed when they come over and not feel uncomfortable. Standing at the edge of your booth welcoming guests, being friendly, engaging with prospects will do this so much better than sitting at the back of the Stand thinking about your sore feet.

Each prospect visiting will be visiting your stand for the first time, so for you it has to be the first time. With all the enthusiasm and vigour of the first time.

You Gotta Stand in the Stand!!

Enjoy

Warwick Merry
The Get More Guy

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Don’t be a Vulture!

I was at an Expo recently and saw some Vultures. I strongly encourage you to NOT be a Trade Show or Expo Vulture. Watch the

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video and see what I mean!

So what about you? Are you a Vulture? What can you do differently so that you add value to your visitor and not be a Vulture?

Enjoy!

Warwick Merry
The Get More Guy

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