Hello everyone again

 

Below is a Video of What I believe is a BAD video demo for a trade show for the following reasons:

1. It takes 3 seconds to walk past a trade show stand- this video doesn’t capture attention
2. It does not convey the message in the time it would take to walk past
3. If you were using this video as a demo in a sales presentation- it’s too slow to convey the message- your potential customer will “switch off” before the end

This video is from a company that specializes in Trade Show Video Promotions for your plasma screen- and I have included it because there is a HUGE difference between being able to design a video and put it togeather with fancy grafics and transitions- and what would work on the trade show floor- please notice that there are no testimonials from the client following the video (which you would assume that if it did create results they would have them.

The core problem you are going to face will be discussed below

PRICE:
Effective direct mail must be done- several times- not a one off- send out once and hope- but it needs to be sent at least 3 times- (it could be a post card- followed by a sales letter than another post card reminder)- so your list that you send it to- if you have 1000 on the list you will be sending 3000 mail)

Effectiveness:
With normal direct mail- you send it out (several times) and then finally they pick up the post card (or whatever you send) and phone for an enquiry or visit the web site- i.e. they are potentially ready to buy the product- with trade shows you are trying to motivate them to come to your trade show- not now but in 1 months time, now if they don’t put your trade show into their diary- your screwed- they are going to forget about you, so your little “whatevers” that you send out have to be so powerful that they make you either

• Book an appointment to visit your stand at a particular hour
• Write it down in their diary
• Go to your web site and buy it now- without needing to go to the trade show at all.

An example of ineffective direct mail:

The  Safety in Action trade show in Melbourne has the following pre show marketing to get only 10000 visitors to the trade show (copied and pasted from their pdf)

700,000 emails & faxes will be sent

 

275,000 trade invites & postcards will be mailed

531,000 contacts will be reached through hard copy

magazines & online publications

61,000 hard copy & electronic trade invites will be sent

via associations

293 media representatives will be contacted

22 trade magazines will publish advertisements

200,000 decision makers & influencers will receive

personalised invitations

 

Lets be clear here- that’s a hell of allot of pre show marketing and direct mail for 10000 visitors i.e. it’s  a hell of allot of money for a small amount of results- yes 10000 people is considered a big show in Australia- but that’s not terribly an effective way to market

 

 

what are your thoughts.

In this section I will be delivering video’s and typed sales strategies for trade show exhibits