By John Appleyard
Displaying may be greatly profitable. that is why it bills for over a 10th of overall media spend in Britain. yet it is not for the faint hearted. you would like dedication and sound making plans. even if you're contemplating showing at a selected exhibition or are formulating an showing coverage, this booklet should be your unmarried most vital instrument. It covers all elements of the topic from the making plans levels, to getting the simplest from your stand on the express, all the way through to measuring the effectiveness of an exhibition crusade. It gains: devising an exhibition process; reserving the exhibition; making plans your stand; layout, portraits, demos and stay entertainments; advertising your stand; security and safety; staffing and coaching; attracting press insurance; and following up after the exhibit.
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Extra resources for How to Exhibit at Trade Fairs: The Complete Guide to Making Your Company's Next Exhibition Enormously Rewarding
I'm sure you're only too familiar with the principle. If you extend your contribution along the value chain, possibly through additional services, each addition to the contract yields more revenue with hardly any incremental selling cost. Also, adding value binds the customer closer to you. With the full range of goods and services on display, there will never be a better chance to discuss a deal. However, adding value warrants a book in itself, and a great many have indeed been written on the subject.
And you have a story to tell. Let it be told. Chapter 2 An Exhibition Strategy This is all tedious stuff, and I could almost forgive you for skipping these sections, if they weren't so important. Bear with me, heed my advice, and I promise life will be easier in the long run. Planning Ahead We have considered the possibility of a company attending one major trade show a year. Many do just that, but others have a busy schedule of events spread throughout the calendar. Whatever the scale of exhibiting, it is wise to plan ahead and have a strategy for your activities.
New customers tend not to yield as much revenue on each order as existing customers. You will have to fight harder to grab the business from a tried and trusted supplier, often with lower margins. The more new leads your sales staff generate, the greater will be the proportion of marginal ones. The old 80:20 rule applies here 80 per cent of new business opportunity will come from 20 per cent of leads. The orders on these new accounts will often be smaller to start with, as new customers will probably not be keen to shift all their business in one go and will probably engage you initially on a 'trial run'.
How to Exhibit at Trade Fairs: The Complete Guide to Making Your Company's Next Exhibition Enormously Rewarding by John Appleyard