I thought you would like to know my thoughts on Direct Mail- specifically for trade shows- it is different than a standard direct mail with the emphasis to buy now call this number etc
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
Do you have a question that needs an answer- this is the place to post it- Ask any Trade Show Sales & Marketing related question and I’ll answer it ASAP.
Perhaps you would like to captivate your guests with a
touch of magic at your event?
Specialising in trade show exhibit infotainment is
David Welzman from Welzman & Associates
Welzman’s expertise is entertainment-enriched sales
presentations presented at stands, constantly throughout exhibitions.
A three in one Welzman is a:
1: Traffic stopper- he stops traffic en mass- not one on one
2: Infotainer/communicator- he educates and entertains
3: Lead Capturer- motivates people to sign up and take action
With exhibitors being the target market, Welzman says considerable time is spent learning about the product and business to create a customised presentation that informs, entertains and increases lead generation.
“we will increase leads by 55% or you don’t pay”, he assures.
“Welzman” Integrates the elements of subliminal sales technique; magic visuals and flamboyant personality to absorb new prospects into looking at your product features and buying
According to Welzman, promotional models fail to grab personalised attention, engage clients and be interactive enough to get them to take action, they stop people one on one- something that is very easy to do yourself- why bother paying someone who doesn’t know as much about your services as you do- to be the first face.
He says there needs to be measurable quantitative results.
“They (promotional models) do not personalize the experience, and engage passing traffic, the best result you can hope for is for someone to of the opposite sex to have a quick peek. The problem is they are not looking at the product they are looking at the pretty face.
Bringing “WOW” to the show, Welzman’s presentations use a compelling synthesis of Mind control & reading demonstrations, hypnosis, revival show fury and sales persuasion to entertain and educate his customers at the stand.
Welzman suggests after your experience with promotional staff they should know the following:
“The More People that stop at your stand, the more leads you get,” says business-minded infotainer David Welzman, whose infotainment is becoming a fixture on the trade show circuit.
The Former hotel manager has made a career from making non popping balloons, bending forks and reading the minds of potential clients.
“For the first couple of years I failed,” he says bluntly. But 10 years on, the act has been honed to the point where the tricks are second nature.
It’s a systematic approach to increasing lead generation
Whilst most entertainers at trade shows tend to act as a foil to the more serious business, Welzman likes the performance to become part of the sales pitch. And, unlike most other entertainers, he often incorporates a company’s message into his performance (his clients include Accor, IBM, CIM magazine and more)
Trade Shows are live marketing, and the most important marketing tool you have is your staff,” he says. “They need to be knowledgable and be able to answer questions. It is like live cold calling a lot of the time.
“The most common mistakes is to rely on signs & brochures. You put a brochure in someone’s hand right away and you have lost them. It’s not about making the sale on the day- it’s about getting contact details lead information and following up later within 48 hours.”
Welzman likes to open his shows with a $1000 giveaway. “This is how I usually stop peoples.
After the $1000 challenge I use magic as a metaphor- I use magic to make a point. Infotainment is Information and entertainment- In a nutshell- I use the entertainment to make the information sessions more enjoyable- but the focus is on the products and services I am marketing
It’s almost finished.
Welzman has hunted through endless video’s online to show you what works and what doesn’t.
This one page could potentially stop you from making a HUGE finacial mistake.
Welzman will show a video- and then walk you through the reasons why it doesn’t work, with the focus on GENERATING LEADS, Welzman will get into the nitty gritty reasons why they don’t work.
Video’s collected include,
Mini Golf Putt Putt games
Promotional models
Plasma Screens
Cartoonists
Massage
Stilt walkers
Clowns & Charater actors
If you would to know about this as soon as it appears let David know by sending an email to david@icentertainment.com
OK as the bulk of my good clients know- I love to ride motor cycles in my spare time- if I get three days off in a row- (it never happens) I’m probably cruising to Queensland or Melbourne.
In December I got rid of my old Bike and “upgraded” to a new cough cough- Scooter, but this is a special scooter
It’s the Suzuki Burgman Executive 650CC Super Bike
Essentially it’s a bike engine with a scooter body
here is a photo so you can see it
Yes It’s a scooter- but is designed for Sydney to Melbourne cruising- it is the biggest scooter on the market and
is Automatic, Power Automatic and Manual as well.
Automatic for normal driving
Flick a switch and power Auto kicks in for FREEWAY driving Flick a switch and it’s Manual- I think Power Auto will be where I will live.
In any case- Not that interesting for those who don’t know me well, but for those 3 clients that love the bikes
this post is for you.
David Welzman will empower your exhibitors sales-force, marketing executives and support team with a seven minute replicatable, repeatable proven lead generation sales process…LEAD THE WAY.
“Lead the Way” is a ninety minute interactive training seminar that guarantees increased booth traffic, lead generation and sales…
Topics Covered
The 3 “C” System -Capture convey and collect do this or fail
Capturing attention
Convey your message
Collect Leads
The difference between selling in the real world and selling on the trade show floor
Lead generation basics and follow-up the 1,2,3 system
Stand staff behaviour, do’s and don’ts and who should be on your stands
Below is a Video testimonial from Bruce Pattens which was taped straight after the Import/Export Trade Show 2008 in Darling Harbours exhibition centre
However Lead generation sometimes doesn’t start to take effect until later so I asked for a follow-up letter 5 months later
FOLLOW-UP TESTIMONIAL 5 months after the expo “By engaging the services of David Welzman, Infotainer, at the 2008 Import/Export Trade Show we were able to generate over 500% more qualified leads that the other exhibitors. We thoroughly recommend David to any business exhibiting at a Trade Show and we intend to use his services at the 2009 Import / Export Trade Show. Businesses that rely exclusively on trying to distract passing attendees and do not use the services of an infotainer like David at Trade Shows will achieve comparable results to a mail out” BRUCE PATTENS http://www.pattens.com
Due to the financial crisis Trade Show Crowd Builder has implemented SMALL BUSINESS PRICES, allowing for the first time a Trade Show Marketing service for the small business that was only accessible to large businesses due to the price.
The services remain the same and small businesses get everything the larger businesses receive- only at a reduced fee.
Exhibition Organisers wishing for The Roving Crowd Builder service will also receive these small business prices regardless of the size of the exhibition organisers company.
However Accommodations and airfares (where needed) will still be required.
Pricing structures will be on application, however reducing of fees will be around the 40%-55% price reduction. With further reductions for multiple bookings.
Finally the guarantee of 55% more leads or you don’t pay- is still activated with the reduced fee’s
January 17, 2009 / 2:21
Enchanting Show Stopper
Magic Touch