Before we get into our very first blog we'd like to take this opportunity to tell you a bit about what we want to accomplish with this space.  We hope to create insightful and helpful posts each month that deal with the latest marketing issues you're facing.  We will offer as many helpful hints and tips as we can to make your efforts as streamlined as possible.

And now, on to the blog!

Exhibiting During a Down Economy: How to save money and still have a positive marketing response in your industry

June 2009

We have heard, throughout this downturn of the economy, how many companies are cutting costs, hours and corners.  One corner that should be spared is marketing. Studies show that companies that continue to have a strong marketing presence during trying times are the companies that come out brighter and stronger than ever.  Potential customers seek out companies that have remained strong in their presence in the community.

"Top thought leaders agree - companies should continue or accelerate marketing and sales efforts in a down economy or risk being overtaken by companies and perceived as not being a long term player." - Hal Bringman, CEO and founder, NVPR.

In the trade show industry, saving doesn't have to mean abandoning certain aspects of your display program.  It can be as simple as tweaking and/or substituting some inexpensive components for pricier ones.  For example,  "going green" can help cut costs on many levels. Many "green" components can be made from recyclable products, such as cardboard.  These alternatives can be much lighter, saving considerable amounts on the transportation of your exhibit as well as the time and labor needed to set up and dismantle the display.

To help ensure the success of your exhibiting efforts, try focusing more on your target audience.  Figure out exactly who they are and what they are looking for.  Try to incorporate aspects into their trade show experience that will make a lasting impression.  Studies show that if a company's booth is not eye catching, potential customers will walk right by.  Present them with something that draws them in, something that gives tham a desire to learn more.

Recent trade shows have reported a decline in the number of attendees.  This can be seen as an immense opportunity to grow your business.  It allows more time for each potential customer, giving you the ability to firmly establish your ability to meet the needs of your potential customers, and exceed their expectations.  Giving more time to individual prospects also solidifies their belief that you will be available and accessible for them long after they give you their business.

Catch attention by sending out pre-show mailers.  Let potential - and current - customers know that you are going to be at a certain show.  Give them something to look forward to, and a reason to search you out when they arrive.  Send out post-show mailers no less than one week after the close of the show.  Have a drop box for business cards, or rent a lead retrieval machine; jot down some notes about the person, what they were looking into, and ways you created that special connection that they will also be able to remember.  To those you were able to get notes on, send more specific and personalized post-show mailers.  This will create a strong and lasting impression, and very well may lead them to seek your servies out instead of your competitors.

Try incorporating give-a-ways at the trade show and if possible, attach significance to your industry.  The days of ink pens and notepads are becoming obsolete.  Think along the lines of measuring tapes if you are in construction or small cell phone "chairs" if you are in the furniture industry.  Susan Friedman, The Trade Show Coach recommends "industry tip-books" or small 8-16 page booklets that give useful information that a customer will keep for reference in the future.  Something easily associated with your company and often used, not tossed in a drawer or supply room never to be seen again.  The opportunities are endless, and may be more cost effective than you realize.

At The Image Resources Group, we offer a wide variety of options and creative ideas to catapult your marketing efforts.  Feel free to inquire - We'd be happy to help!