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Customer Behavior     
 
This question has been closed, and points have been awarded.
Pre-tradeshow Invitation Content/ideas
Posted By: Carmilla on 1/7/2005 8:15 AM (CST) 125 Points
Hello - I need some guidence. I work fr a company that has no "formal" tradeshow guidelines and as the new markting manager it my responsibility. One thing I would like to do is send out "pre-" show invitations, does anyone out there have some proven copy and a way to measure the success of those inviations. The company is VERY low key and is a major player in the industry, but competition and a poor customer service record is starting to effect it.

Any insight would be welcomed.

Thanks
Cathy

Posted by: W.M.M.A. Member Response
1/7/2005 9:17 AM (CST)
I have an expert I can refer you to, if you will contact me off-forum.
He has an outstanding Tradeshow Marketing Program and teaches at University of Houston.


Randall
WMMA
 
Posted by: Bill Moore* Accepted Answer
1/7/2005 10:18 AM (CST)
Hello Cathy -

Good question. It was your interesting closing note that compelled me to respond.

For the trade show depending upon how much time you have to prepare I would look at a combination of PR releases with photo's of the booth and booth #. Since you are an industry leader leverage your advertising program with your incumbent publications to ensure they are running the releases in a timely manner. Also look for "show issues" and make sure you place an ad in those. In the booth at the show have industry notables available, celebrities (if applicable), some type of draw.

For the actual show I would have your sales force set the meetings with your key accounts as they have the relationships. Trying to spearhead a show meeting calendar from your office won't work. Make sure top company management is present at the meetings (sounds like they need an ear full). As an industry leader you will not have any problems filling you trade show calendar. Post the meeting schedule on line so your entire sales force can see whose doing what and open meeting times. Make sure that sales management is aboard and understands that you need a full calendar. Side comment - it's strange that a marketing manager is filling the trade show calendar THATS SALES JOB.

Your closing comment suggests somebody (CEO, President) is either sleeping, fat and happy or just doesn't get it. Whoever that is needs to hear it plain and straight from the companies top customers.

Time for a notable quote: “There is only one boss the customer and he can fire everybody in the company from the chairman of the board down simply by spending his money somewhere else.” Sam Walton - Founder of Wal-Mart.

If I interpret your comment as "screaming frustration" and you are a bold risk taker (like me :) ) than call the sales reps or sales manager that you know very well and tell them you want them to have their top customers that are capable of articulating your companies issues the best to meet with your top management. Make sure the sales reps understand that you DO NOT want the customer to candy coat the issues.
I once did a similar thing with a company I worked for, brought in our biggest customer, he sat down, looked at our CEO and while shaking his hand said "Your company is F _ _ K _ _ up". Now that was in the sporting goods business and we are, well, aggressive :) ... but within 3 months the company was no longer F _ _ K _ _ up.

On trade show copy ... that varies depending upon the message you are communicating. Buyers attend shows for 2 reasons: 1) See new products. 2) See new trends.
Your copy should be focused on one of the above. If you don't have any of that to offer then create something fun, recognition dinner for top customer contributors.

What you really need is a round table discussion where you get all your top customers and all your top management in a room, buy them dinner, pick their brains, pump a few drinks into them and have your CEO ask one question "How are we doing?" ... then sit back and watch the fireworks and have a note taker.

I hope the above is helpful.

Good luck, don't get frustrated, keep smiling ...

Bill Moore
 
Posted by: jong Accepted Answer
1/7/2005 12:28 PM (CST)
Hi Cathy, I would recommend sending out a 3-part mailing (beginning approx. 6 weeks before the show). Tie it to an interactive demonstration and/or incentive that is going to occur in your booth. The first mailer could give a little glimpse into the interactive demonstration/incentive, referencing to watch for the second mailing the week of....

The second mailer would be a continuation of the first mailer that could include a brief questionaire about your company/products. If they fill out this info. and bring it to your booth, they get/qualify for_____________. In the second mailer, tell them to watch for their invitation the week of ....

The third mailer could be an invitation inviting them to participate in __________ demonstration/activity. The trade show attendees are going to get pre-show invites from a lot of companies. If you take a multiple mailing approach, the people you mail to will remember your company more so over other companies that just do a single mailing.

If you're able to have an interactive demonstration in your booth that attendees can participate in and win prizes, you'll have a higher chance of getting a better response. Ideally, you would want to tie this demonstration to your products.

You can send the pre-show mailers to existing customers, prospects, industry association members, the media that covers your industry, and purchased mailing lists (i.e. previous year's trade show, key decision makers of your type of products, etc.). Hope this helps.
 
Posted by: Papadoc (Steve)* Accepted Answer
1/8/2005 1:42 PM (CST)
Tradeshow - they can make you or break you. One BAD one and you are toast if your customers are there. One really GOOD one and you can cement old relationships and patch some cracked ones because it's a fun occasion in a relatively non-working environment on neutral turf.

Sounds like your company has had the benefit of being the owner of the captain's chair or maybe even the whole ship and NOW, some enterprising companies are coming up and taking advantage of that. What you can do at this tradeshow is to reestablish your company as the patriarch, the master, the one to whom all other aspire. But you are going to have to do it in a way that befits the image. I suggest running your own workshops, seminars, etc., and of course, have a booth befitting the king. If you are relatively new to tradeshows, here's a nice primer.
http://www.seniormag.com/marketing/index-tradeshow.htm
If nothing else, perhaps a few refresher ideas and there are some good ideas for promotion of the tradeshow itself.
 
Posted by: EW* Accepted Answer
1/20/2005 9:41 AM (CST)
Use an online invitation (www.evite.com) which can be customized with colors, fonts and even allows you to include a photo or artwork from your browser. It also offers you a place to have your guest/show attendee rsvp to you (that they will visit your booth) or answer a question you have posed.

I'd suggest this method because it stands out from direct mail pieces, makes you appear somewhat Internet savvy/current, and most important-- respects the person's time with a quick reminder of an upcoming event.

If you want to gain some experience with this medium, why not create 2-3 different variations of an invitation and send out to different audiences-- some have a special offer (ie. a gift will be waiting for the first 25 responders at our booth), others will have access to some other opportunity that fits your business goals...
That way you can see where you get the best responses.

I guess at the end of the day is that you should be bold and experiment yourself. Dare to stand out and be noticed by your customers and prospective customers!
 
Posted by: healthcaretechguy* Member Response
2/8/2005 10:06 AM (CST)
I agree with all of Jong's ideas about the 3-part mailer. One way to track success is to have some sort of giveaway at the booth where they have to bring one of the mailers to receive it. This gives you a reasonable idea of how effective your mailing was in reaching the target audience.
 
Posted by: Val (Moderator)* Moderator Response
2/14/2005 12:34 AM (CST)
Hello all. I am closing this question, since its more than two weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 


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