I learned one of my greatest marketing secrets from my father. When I was 12 years old I worked for my father on Saturdays in his retail store. The challenge he faced was having various small and inexpensive items left unsold. There weren’t enough of any one product to have a dedicated sale and discarding … Read more →
Posts by Barry Siskind
How much value do you place on an opportunity to sit down, face-to-face, with your customer? The question is not as easily answered as one might think. In an age when technology is quickly moving in the direction where it is simpler and less expensive to connect online, we need to ask the question “at … Read more →
There is a common problem that is shared by many exhibit managers: while the exhibit return is either flat-lining or decreasing, costs continue to rise. The past few years have done very little to help this situation, which has caused some companies to reduce their exhibit exposure or pull out of important exhibitions altogether in the hopes of meeting constricting budget constraints.
Here are a number of strategies that may help.
Once upon a time, everyone was a teller of tales. People told stories as they worked to pass the time or to pass along valuable information about their heritage. The art of storytelling evolved naturally because some people preferred telling tales of heroes, myths and legends while others preferred listening to them.
The success or failure of your exhibition plans can sometimes be linked to something as simple as colour. Colour appears everywhere from your website homepage to your brochure, but at a show the place colour makes its greatest impact is in your display. Yet without some forethought a small miscalculation in choosing the right colour can spell disaster.
It is an age old problem with a new twist: attendees walk past a booth and immediately form the impression that the booth staff is not really interested in meeting new people. This impression comes from observing these company representatives busy talking to colleagues, catching up on paper work and eating their lunch.
In the late 1970’s, one of my favourite television shows was the American sitcom WKRP in Cincinnati. The character I remember most was Herbert Ruggles (Herb) Tarlek Jr., played by actor Frank Bonner. Herb was the epitome of bad salesmanship, characterized by his boorish and tasteless approaches to clients. To complete his baboonish portrait, he wore loud plaid suits, with a belt that matched his white shoes.
The secret to exhibit success lies in your ability to focus all your resources on a single, achievable and measurable goal. However, there are situations where focusing on one goal may mean lost opportunities, particularly when you are exhibiting at B to C (Business to Consumer) shows.
When it comes to networking opportunities, trade shows provide one of the best venues. Here is the one place where everyone in your industry congregates for a few short days and is focused on one thing – business.
Which would you rather have: 500 mediocre leads or 25-30 high-value leads? The answer is obvious and yet many exhibitors who attend trade shows try to talk to as many people as possible, then go back to the office with a fist full of business cards and say; “see what I accomplished.”
The cost of following up on all these business leads is enormous and it leaves your sales reps often disheartened with the number of rejections they receive. The solution is three-fold:
A dilemma many exhibitors face is how much information to include in their trade show display. For small exhibitors with one or two product offerings, the answer can be difficult. For larger exhibitors with a multitude of products and services, which might also include several departments, the answer can become a nightmare. There is often so much to tell and the exhibitor wants to make sure the visitors get the right message. The solution starts by taking a step back and looking at the display from the visitor’s perspective.
When I was young, my parents told me to study hard, so I would sit at my desk with a pile of books on one side with an open workbook book in front of me, not studying. When my parents would peak into my room, they would say “It’s nice to see you so busy.” … Read more →