Archive For: Sales

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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Are You Consistent?

Queen
Who would have thought it?

Just one little day late because we had a public holiday and I got several emails wondering where the Get More Goer was.

The reason for this is consistency. Typically (and my apologies for my tardiness this week) the Get More Goer hits your inbox every Monday and it has been doing this for almost 5 years. Naturally some people have come to expect it and

get distressed when it is not there.

The same is true for any business. Consistency is part of the service. You know what will happen, there are no unpleasant surprises. McDonalds is a great example. You know the food will not be of the highest quality and presentation, but it is consistent. So consistent that it is the foundation of its own international economic index.

With it being the Queen’s Diamond Jubilee, the monarchy is another organisation that has a foundation of consistency, as evidenced in the photo. Years in between photos but the pose is the same.

What about you?

Are you consistent in what you do? Do you make sure that your colleagues, suppliers and customers get no nasty surprises?



PS Consistency of sales is another thing that is important. Join Danielle Storey and Me on Sat 1st September for the Exhibit Like A Pro intensive. You will learn the secrets to Exhibiting and Sponsorship that will bring you extra sales. More information is here at www.ExhibitLikeAPro.com


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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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What Are Your Team Doing?

Last week I had an unannounced visitor. I was working in my home office and there was a timid knock at the door. So timid I was not even sure it was a knock. When I got to the door there was Malcolm*.

Malcolm was walking the street for a company and giving away “Stand By Power” boards as part of a government initiative. So his company would get paid by the government for the 1 per household board they installed. Anything else they sold was theirs.

It was obvious to me that Malcolm was massively undertrained. It seemed like his company just scooped up uni students who needed cash and said. “Walk the streets, give these away and fill out the paperwork.”

With the right recruitment and the right training, Malcolm could have done these things too:

  • Engaged with me so I cared about what he was selling
  • Questioned me about other rooms in the house that may have needed another board
  • Offered an energy audit to be done at a mutually agreeable time
  • Offered LED globes (Malcolm would have seen at least 9 globes that could have been replaced with them at my place)
  • Asked me if I have family or friends in the area who may be interested so he could get a warm referral

These things may have added five minutes to the time with me but over the course of a day, it would add hundreds to his sales figure.

So what are your team doing? Do they have the training to do their job correctly? Are you checking that they are following the training? What about you, do you have the training you need? 

If not, take the action and get it.

* Names have been changed to protect the innocent


PS If you Exhibit, there is a 2 hour training session on tonight in Mulgrave on how to Exhibit Like A Pro. Details are here 

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What Does Great Service Cost?

Steak
What Does Great Service Cost?
When it comes to Customer Service, I don’t need Outstanding Service, I don’t need Great Service, I would settle for Good service!
As you know from last week, it was my birthday on Thursday (by the way, thanks for all the birthday wishes!) Wifey took me to Number 8, an upmarket restaurant in the Crown casino complex. It had great reviews and seemed suitable for a posh night of celebration. It’s not cheap (about $50 for a steak) but I am happy to pay for “an experience”.

The summary is that the food was good (presentation was a bit ordinary) but the service was atrocious for what I expected from such a high quality establishment.

Simple things like:

  • They were advised this booking was for my birthday, but made no reference to it
  • The waiter did not engage with us at all – merely asked if we had finished when he took plates
  • The waiter offered to get another drink when we had 2/3 of a glass (when we didn’t need it) and did not offer when it was empty
  • We waited so long to give our dessert order that we left and bought ice cream as we walked along the Yarra River

Notice how these things are incredibly minor? As I said, customers do not expect a great deal. Get the basics right and they will be impressed. All they had to do was listen to what we said, and be observant for our needs.

What about in your business? Do you listen to what your customer wants? Are you observant to what you think they will need next? It could be an internal customer (you know, your colleagues) or an external one. Great Service does not cost much extra effort to provide but it pays off big time. Can you afford not to provide great service?


PS For more tips on Great Service when Exhibiting, check out our 2 hr, $29 Exhibit Like a Pro session on next Monday in Melbourne.

PPS Don’t get me wrong. I get that this situation is a real “First World Problem”. Can’t get good service for my $50 steak – really! The idea is what small thing can you do to improve your service?

Image: Flikr TinyApartmentCrafts – This image is a vegetarian friendly steak. I didn’t want to upset anyone!

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Quality or Quantity?

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What is Your Backup Plan?

When everything is going fine, we don’t spend time thinking about what could go wrong. But it is when everything is going fine that you MUST consider what happens if things go wrong?

Yesterday Wifey and I were out for lunch with friends celebrating Wifey’s birthday this week. It was lovely place in the Yarra Valley wine region. A hot (33 C) and windy day, but comfy in the air-conditioned restaurant.

Then the power went out.

As they have electric doors, the first response is that the doors automatically open. This let in the blustery warm wind. We ordered food and were told that they can’t start cooking it yet. One of our party went to the toilet and came back quickly saying there were no lights in there.

Fortunately they had a backup generator so after a little bit, the power came back on and all was ok. Then just as our meal was served the power went off again (doors opens again too!). This time it didn’t come back on. After desert, a waitress came over to ask us what we had so she could prepare the bill.

Essentially they had a backup plan but not a secondary backup plan. It seemed that their generator was enough to help shut things down but not enough to run their operations on an ongoing basis.

What about your business?

What would you do if your power was out for the day?
What would you do if your computer hard drive crashed?
What would you do if you could not issue invoices?

Now is the time to have a plan in place and then follow it when you need to.

So what is your backup plan? 

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Get More Business Success

Do you want more Business Success?
Would you like Increased Sales?
Could you use some low cost or no cost publicity?


Then you have come to the right place!

Most business owners start their business with a great idea, a ton of passion and moderate cash reserve. After a period of time, it could be months or maybe a couple of years, they stop and assess their situation only to find that the success they were after is still not theirs. Their energy levels are at an all time low, their concerns on cash flow are at an all time high, and there is usually one or two
problems in the business that they have no idea what to do with.

CDs


Add to cart

So you want to Get More Business Success

The first thing to do is take a deep breath and then slowly let it out. The good news is that you have found a valuable resource guaranteed to make a difference to your business, the bad news is there is no quick and easy fix. Let’s face it, if running a successful business was quick and easy, everyone would have done it and the rewards would not be as signficant as they can be.

Don’t despair! Just because it is not quick and easy, does not mean it is hard!

To help you Get More Business Success, eleven different experts in business share the core essentials YOU need to make your business more successful. Your host for these interviews is motivational speaker and business mentor Warwick Merry, The Get More Guy. Having started two successful businesses of his own as well as coaching and mentoring hundreds of other business, he knows that a lot of business struggle with some of the foundation knowledge needed to get real results. So he sought out some of the leading experts in their field to get that essential knowledge for you.

The Get More Business Success pack is 12 CD’s covering 12 areas of business that you need to master.
They include:

  • Time Management
  • Million Dollar Relationships
  • Building an Army of Advocates
  • Financial Management
  • Human Resources
  • Your Image
  • Innovation
  • Marketing via Technology
  • Networking
  • Public Relations
  • Building your Bucket Lists (business and personal) and
  • Staying Motivated.
Add to cart

After listening to CDs that are loaded with “experts” dryly dictating their thoughts on the world without consideration of what the “real people” are facing on a dayly basis, the Get More Business Success series has been created differently. Everyone one of the recordings is lively and easy to listen too. You may even laugh at some of the jokes (you may not laugh at some of the really bad ones though!). Each of the experts has a fun and high content converstation that lets the listeners know how to deal with some of the biggest problems and issues in their area, giving examples on how to deal with a situation as well as ideas on how to stay out of problem areas.

You will be hearing real life example and real life solutions to many problems in running a business. Maybe the very problem that you are facing now. The focus of this pack is to show you what to do to Get More Business Success. Easy to implement, straight forward, low and no cost solutions to your business problems.

To make it easier, the very first CD has some concrete ideas on how you can get the most out of the pack. Clear instructions on what to do to really get your money’s worth.

Who are the Experts?
Good question! Most professionals are choosy in who they get advice from. While they mean well, often your family are NOT the people to go to when you want to share some concerns on your business or get ideas on what to do. So Warwick spent some time getting top quality people who he would take advice from himself. Here’s who they are:

Time Management – Your expert here is Warwick Merry the Get More Guy. Having spent over three years working as a trainer for one of the worlds leading time management companies, TMI, I know what it takes to manage time effectively and efficiently. I wanted you to get some tips and techniques that are not just theory but are easy to do without using more time themselves. Time is one of your most valuable resources so the first CD shows you how to get the most from it.

Million Dollar Relationships – Danielle Storey has built a mutlimillion dollar business selling toner cartridges. Toner cartridges are simple commodity that everyone uses and many people sell. Her different is the relationships she creates and the customer service she gives. Her clients fight over who gets to open the invoice, that’s how much they love her. Danielle shows you the keys to Million Dollar Relationships regardless of what product or service you sell. How would you feel if you clients couldn’t wait to open your invoice and process it? I am sure your cashflow would love it!

Build an Army of Advocates – Yvonne Adele is one of the few who have created a business using social media. It’s not just a social media consulting business either. Yvonne sells Ideas While You Sleep. Using her social media network, she provides clients with bold ideas to meet their challenges. The client gives her a little background information and the problem. She passes the info to her “tribe” and hundreds of ideas come back overnight for her to feed back to the client. From this experience, Yvonne shares with us how to build your own army of advocates. This significantly grows your referal base and new business acquired by referral. How good would it be to simply answer the phone and then fill the order your new client has just placed!

Financial Management – To many people don’t understand their business financial situation. They talk to their accountant but it is too easy for your eyes to glaze over and tune out to the important information. To give you the real issues on finances, Kylie Short, Head Number Cruncher from TIlda Virtual tells you all you need to know. On her CD we discuss some of the foundation issues regarding running your business, some legal structure and key cash flow information as well as how to better read your financial reports and what the

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numbers actually mean. This CD will help you get back in financial control of your business.

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Human Resources – With todays labour market and labour legislation, HR management is a critical issue to business success. Deb Peppard from HR Staff ‘n Stuff is the HR Professional who makes HR easy. Deb shares some key ideas to minimise your risk when it comes to recruiting, what are the key issues you will face and how to address them so your staff will be happy as will you. Even if you don’t have staff yet, there are some excellent ideas you can use to position yourself when you are ready to take on staff. Deb has run a major jewellery franchise chain, been the HR manager of a large Australian firm and now runs her own succesful HR practice.

Your Image – Helen Robinett is the Image Consultant’s Image Consultant. Not only has she help me with my image, she has also worked with senior men and women of industry. She know how to make you look your best, regardless of your body shape and self image concerns. She is a Past President of the Association of Image Consultants International and committed to making sure you best represent your business to your prospects and clients. There are many facets of you and your business’ image that you may not have considered. Helen addresses the key concerns and provides some excellent tips to make your image grow your sales and positive impact on your clients.

Innovation – Too often innovation is accompanied by outrageous costs and bizarre ideas that are a gamble. Shannon Cooper is the Innovation Catalyst. One his most valuable ideas is to STOP doing so much. Be as equally as innovative in what you don’t do as what you do do. His innovation has made hundreds of thousands of dollars for his clients. Find out some down to earth things that you can do and can stop doing to add more dollars to your bottom line.

Marketing Via Technology – Spam doesn’t work (and is illegal), constantly bombarding clients with messages doesn’t always work, so what does? How can you use technology to market yourself and your business? Technology Translator, Donna Hanson, shows us several ways we can use technology to do that as well as telling us the traps to avoid.

Networking – How many times have you been to a networking event only to find people thrusting their business cards at everyone only to wonder later why nothing came of it? There is so much more to networking and setting up alliances in your business. Bev Brough is a Networking Master. She shares with us some of the tips and techniques to build your business on referrals and your own networking (NO COLD CALLS NEEDED!)

Public Relations – How fabulous would it be to have over $10 million worth of positive press, radio and TV coverage? How much better would it be if you only spent about $7,000 to get it? Melina Schamroth from M.A.D. Woman has done this. Find out some of the tips to help you get

significant PR for your business at low or no cost!

Build A Bucket List – Most of us have heard about having a bucket list. What about having one for your business or your family? What is the best way to create and manage your bucket list so that your entire team get on board and get bursts of energy and motivation from it? Travis Bell is The Bucket List Guy and his simple and easy to implement ideas will keep you and your business on the path to unbelievable success.

Staying Motivated – What can you do when your get up and go has got up and gone? How do you stay motivated? If you are the boss, who motivates the motivator? The Get More Guy Warwick Merry shows you ways to Get More from yourself and your team by sustainably remaining driven and motivated toward your goal. After getting inspired and a head full of ideas from listening to all of the previous CD’s, this CD will assist you in turning your ideas in to reality. Get energised by the life and business you are creating for yourself.

This CD pack comes with a 100% money back guarantee. If you are not happy with CDs and you would like a refund, contact our office and we will happily refund you the purchase price.

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Where Is It From?

Farmer Logo
In today’s competitive market, it is easy to lose track of where our supplies come from or even who our suppliers really are. For those of us who are suppliers, this can be scary. All of a sudden, everything is dependent on being the lowest price. But who wants to be a low price supplier? As I wrote in an earlier post, no one wins a price war.

Let me tell you about Sir Francis (and if you are a bit sensitive about animals, you may want to skip to the next paragraph). Sir Francis is our pig, named after Sir Francis Bacon. He was lovingly raised by Lou and Stew from The Farmers Larder.  Wifey and I met Sir Francis and he was a cute little piggy. He is now in our freezer (all 62 KG of him) ready to be invited to dinner. When I tell friends about Sir Francis, some say, “How can you name and pat the pig you will eat?”

If I buy pork at the supermarket, I have no idea where it is from. I have no control over how the pigs were kept or cared for. Knowing my supplier, The Farmers Larder, I KNEW Sir Francis was loved, well cared for and humanely processed. I trusted my supplier to do what was in my best interest as well as theirs. In terms of cost, I was willing to pay whatever they told me (which turned out to be a great price).

Danielle from The Cartridge Family was talking to me about printer paper. I had always used Reflex and was happy with it. She educated me on AA paper and how it was better for the printer for a couple of reasons. Because I have a level of trust with Danielle, I will be switching to AA paper and I am yet to find out the price difference.

If you are a supplier, what are you doing to add value or at the very least, show the existing value to your clients? If your value proposition is strong and proven, price will not be a sticking point.

What about your suppliers? Where do your supplies come from? Is your supplier looking after your needs, not just short term price but your long term value? Now days, there is ALWAYS a cheaper version (typically from China) but never before has the adage “You get what you pay for” been truer.

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What Do You Want?

Party Tram


I was out for dinner with friends last week and we saw one of those rare beasts, a Party Tram!  You can tell it’s a Party Tram because that’s what the sign says on it. There is no confusion, it is really quite obvious and if you are after the Party Tram you know which one it is.

I am like the Party Tram. When Wifey and I got together five years ago I told her:

“I am a mere male. I don’t respond well to subtle comments, hints, implications or suggestions. If you want something you MUST be blatant and tell me directly that way you have more chance of getting it.”

It was a great ground rule that has served us well.

Clients and prospects are the same. When it comes to your products and services, you cannot be subtle, hint, imply or suggest. TELL THEM what you do and make it easy for them to find out about it. Just like the Party Tram does it!  

Several of my exhibiting clients have found this fabulous advice. Rather than have a booth that is about their brand with subtle hints on what they have and want their clients to do, bold signs with information or prices encourage prospects into action. 

So what do you want your prospects to do?




PS For those who retail or exhibit at shows, expos or markets, I am running a webinar on How to Get More from Your Next Expo.  It is at 11am Thursday 29 Sept AEST. (Click here for world times). It’s a freebie and I encourage you to attend and invite your contacts who may be interested.  So register here right now! (Had to tell you what to do!)

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Are You Haemorrhaging Cash?

When it comes to exhibiting at Trade Shows, Expos and even a simple market, it is so easy to spend and even waste money.  They are not cheap and everything you need seems to “cost extra”.


Over the last week I have run a couple of webinars on how to Get More from your next Expo. The question was raised, is it still worthwhile to exhibit?  To me the answer is always “Yes, if you do it properly”.


Exhibiting has one of the lowest cost per leads/cost per sales figures of any form of marketing.  It is a way to get great exposure to your target market and let them get hands on with your products, expertise and brand.  What is even better is most people do not exhibit well. So with only a minor bit of extra effort you can stand out from the rest.


This doesn’t mean you need to spend thousands of dollars on a stand. Some of the best stands are the simplest. A few small changes in how you operate can actually double your return on investment at the show.  Here are a few things you can do:

  • Market your stand before the show
  • Smile on the stand (most people don’t)
  • Stand at the stand – NEVER SIT DOWN (unless it is with a customer)
  • Turn your phone off
  • Followup with your prospects
  • Set up a Lead Management System
  • Have fun!

As you can see these things are not rocket science. But the difference it makes can be significant.  If you want to find out more, join me on the next webinar where we discuss things in far more detail.


The next webinar on how to Get More from your Next Expo will be held at 11am AEST on Thursday 29 September. To register click here https://www3.gotomeeting.com/register/426956998

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What Are You Doing?



In business there is always so much to do. 


You are either getting the sale, servicing the sale, supporting the sale or looking for the next sale. It seems the bigger your business grows, the more peripheral work needs to be done. By peripheral work I mean sundry tasks that don’t seem to be related to looking after the customer or the prospect. It almost feels like busy work.


It is always easiest to do business with people you know, like and trust.  So your mission needs to be to continually focusing on the activities that will cause your customers and prospects to know you, like you and trust you.  It may be social media, it may be traditional marketing or it may even be contributing to the community. Whatever it is, never lose focus on making sure your customers are looked after and your pipeline is healthy.


By the way, your activities don’t have to be major. In fact, it is frequently the little things that make all the difference. The most important thing is to make sure you are doing something. Let the customer know you are thinking of them and appreciate their business. Let your prospects know you understand their perspective. Ask your customers and prospects what additional products or services they want from you.


It doesn’t take a great deal of expense or effort to continue to support your clients and prospects and help them to know you, like you and trust you.


So what are you doing?


Image: Terry Johnston

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