| p>There is no doubt that the current financial | | | | to cut costs and maintain an excellent trade show |
| meltdown has caused a serious need for marketing | | | | presence. When compared to custom exhibits, |
| and sales functions in most corporations to be | | | | modular exhibit materials offer dramatic cost savings |
| reevaluated, modified, and readjusted. | | | | and provide a simple backdrop for creating a |
| Most all tactics within a firm's marketing mix will need | | | | professional exhibit environment from which to |
| to be evaluated to determine which are the most | | | | conduct business.o Rent Exhibit Materials. Research |
| effective in stimulating sales and closing business. | | | | local vendors to find an exhibit builder who will rent |
| Trade show exhibiting is one of the most expensive | | | | you an exhibit, including labor to transport it to and |
| and time consuming activities in the marketing/sales | | | | from the show and installation and dismantling |
| mix, and it often finds itself on the top of the list of | | | | services - all for one quoted price. Product could be |
| the cost- cutting chopping block. | | | | shipped to the exhibit house and all materials could be |
| Because trade show exhibiting expenses include the | | | | delivered to the show for installation by workers who |
| immediate outlay of cash for exhibit space, exhibit | | | | know the hall and what it takes to get in and out |
| materials, shipping, labor, transportation, travel, hotel | | | | with few problems.o Man the Booth with Local |
| expenses and daily expenses for those who work | | | | People. Instead of flying people from all over the |
| the booth, it is often easy to see where | | | | country into the show city, try to man the booth |
| accounting-driven corporate management seeking to | | | | with local sales, service, and/or office personnel. This |
| save money might decide that trade show exhibiting | | | | will not only save money, but it will also give selected |
| during tough financial times is just not worth it. | | | | people an opportunity to represent the company in |
| Before that important decision is made, however, | | | | the exciting and often educational environment that |
| consider just how your presence - or absence - at | | | | trade shows offer.o Consider National Shows More |
| important trade shows affects your business. Trying | | | | on a Local Basis. When money is tight, you can |
| to save a few dollars today could compromise | | | | expect fewer prospects and customers to travel |
| business tomorrow. | | | | long distances to attend a trade show. But as an |
| Consider this: If you drop out of a trade show that | | | | exhibitor, you'll likely see more local attendees, so |
| you have exhibited in before, what will your | | | | adjust your goals and objectives to maximize those |
| competitors say to your prospects and customers | | | | opportunities.o Show Special Non-Product Benefit |
| about your absence? The fact that you are not on | | | | Offerings. While product is king, there are many |
| the exhibit floor will provide your competitors with an | | | | non-product offerings that add value to a sale during |
| excellent opportunity to simply and effectively cast | | | | tough economic times. Discounted or free extended |
| doubt about your financial health and, more | | | | warranties, free technical support, free product |
| importantly, your ability to continue to sell and service | | | | updates, a 30-day money-back guarantee, generous |
| your products. The exchange between your | | | | low-interest payment plans, free shipping, innovative |
| prospects and customers with your competitor could | | | | trade-in allowances, lease option to own programs, |
| sound something like this: "Gee, I don't know where | | | | and discounted service contracts are but a few ideas |
| they are. Maybe they're in serious financial difficulty | | | | to add value to an exhibitor's trade show |
| and can't afford to exhibit. But not to worry, | | | | presentation.o Immediate and Effective Sales Lead |
| because we're here and ready to serve your every | | | | Follow-Up. New business is tough to get, so every |
| need." | | | | opportunity an exhibitor has to favorably impress a |
| So before your company decides to drop out of any | | | | prospect/customer and obtain the sale is magnified. |
| trade show, here are a few suggestions that will | | | | Now is the time to focus on providing excellent |
| keep your customers, prospects, and competitors on | | | | after-show customer service. Sales lead management |
| the same page and make the most of the | | | | is critical in responding to a prospect's request for |
| opportunities available to you on the show floor.o | | | | more product/service information, and the exhibitor |
| Reduce the size of your exhibit space. As long as | | | | who can effectively meet the challenges will get the |
| you are on the exhibit floor, your people are available | | | | sale.o The Press. The trade and consumer press will |
| to conduct business as usual. If a question arises | | | | continue to attend trade shows seeking news, new |
| about the size of your booth - if in fact it is smaller | | | | products, and stories associated with the industry |
| compared to previous years - you can simply say | | | | and exhibitors. Successful exhibitors always have |
| that serving prospects' and customers' needs during | | | | complete press kits to hand out, and they always |
| these challenging economic times is more important | | | | pre-arrange interviews with editors attending the |
| than having a fancy exhibit.o Use simple exhibit | | | | show to foster post-show coverage, ensuring that |
| materials. Today's lightweight, | | | | their products, services and news are accurately |
| easy-to-set-up-and-dismantle exhibit materials provide | | | | reported. |
| the cost-conscious exhibitor with many opportunities | | | | |