Blast Your Next Exhibition!
Just thought I'd share this, as it seems to be coming up a lot at work recently.
We have a number of clients in a variety of fields (financial advisors, graphic designers, virtual PA services among them), who've spent years (and £££££) attending exhibitions... and then standing on their stall desperately hoping someone will come and talk to them.
So, we told a few of them to try this:
1) Advertise the fact that you're attending the exhibition... to your database, on your website, in your newsletter. Do it regularly in the couple of months before the event.
2) Set up a series of invitations to your prospects, inviting them to pre-book an appointment to see you on your stand and talk about how they can benefit from working with you.
3) Offer a free radio controlled car to everyone who attends their appointment - no strings. Now this bit's the clincher. You see, there are all sorts of great business reasons your prospects can take to their boss when they ask for the exhibition ticket to get covered on expenses. But, it's the radio controlled car that makes sure they get out of bed and come see you rather than head to the office, or a client, or anywhere else.
We bought a job lot of decent cars from the Far East at around £6 per unit, and advertised them at full retail... "Get a FREE radio controlled Ferrari worth £39.99 just for talking to us".
Every client who's done this has had a fantastic response, and done far more business from the show than they needed to cover their costs. Many have reported such a buzz around their stand that their competitors have come over to see what's going on!
Now really, it doesn't have to be a car - but the key is not to "bottle it" and offer something practical, or business-like, or sensible - it's got to be something fun and exciting, with a high perceived value.
Your mileage may vary as they say, but it could be what makes your next exhibition a money spinner, rather than a costly day out of the office!