Trade show marketing ‘” Your Key to Extra Profits
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Ken MacKenzie has had over 35 years marketing and public relations experience. As Marketing Manager in a U.S. Trade Center, which is a United States Government facility, sponsored by the United States Department of Commerce, he served as Principal Advisor to the U.S. Trade Center Director on major U.S trade event planning and promotion. In this position he was totally responsible for the organization, advertising, promotion and implementation of numerous U.S. Government sponsored trade shows and other events covering many different industry groups. As a Senior Consultant with International Public Relations for a number of years, as well as the owner of Ken MacKenzie Communications, he managed many various major projects and accounts.
“Ken MacKenzie achieved the highest documented level of success of any Trade Show Manager in the U.S. Foreign Commercial Service worldwide”
Bert Engelhardt Principal Commercial Officer American Consulate General, Sydney
If your trade show participation is leaking money, then The Trade Show Edge will increase your revenue by plugging the holes. You’ll learn how you can have a very successful and profitable trade show !
The first thing you cannot ignore is that costs are climbing and competition increasing, so it’s very important to squeeze as much juice from your trade show participation as possible ! In any trade show there are winners and there are losers.
Your trade show marketing challenge is finding innovative ways to distinguish your business from your competition.
In today’s hyper-competitive exhibiting market you must stand out and attract the right customers
You know that standing out in the crowd ‘” and attracting the right customers ‘” has never been tougher than in today’s hyper-competitive exhibiting market.
That’s why it’s so important to know what the trade show medium is and how to use it correctly.
A trade show marketing plan has critical elements such as having meaningful and measurable objectives; how to target your particular market; what you need to budget for; your planning timeline; how to select space and what kind of exhibit you should have are all imperative if you are to have a successful show.
After all, I’m sure you don’t want to miscalculate your potential trade show audience or design a booth that’s not open and inviting.
Of course, having ineffective graphics that do not get your messages across; failing to measure your results and failing to follow-up leads, are just a few of a host of other exhibit killers!
“The Trade Show Edge will help you with your trade show marketing so that you don’t make common mistakes that are constantly being made by trade show exhibitors.”
The Trade Show Edge quickly uncovers the mistakes now being made by many trade show exhibitors. You’ll discover what needs to be done to give you a huge advantage over your competition, making it easier to attract new clients, thereby having additional sales and extra profits.
Not undertaking advanced pre trade show marketing preparation and having untrained booth staff !
In fact, it’s a waste of time and money participating if you make either or both of these two errors. The Trade Show Edge explains why pre trade show marketing is critical in alerting potential customers to your presence, your purpose and your business and why the effectiveness of your booth staff can make or break your success at a trade show.
In our current economy and its increased costs, how can exhibitors guarantee that their tradeshow investment will pay off?
With enormous amounts of money and time being invested in setting up a trade show booth, not to mention the cost of sending employees to the event, you need to discover how essential it is to increase your results by avoiding common trade show mistakes!
From the booth planning stages, to exhibitor etiquette, to pre-show, at-show and post-show follow- up, The Trade Show Edge will show you how to make your trade show exhibit successful and avoid making these trade show marketing pitfalls.
No matter how large or small your program is, you will find solutions to your trade show challenges.
“Your willingness to work with us and help Arizona companies we represented prior to the actual trade show was what really spurred our participation and eventually was what made Repcom successful.”
Janice M. Schaefer Director, Business and Trade Arizona Department of Commerce
How to obtain publicity in Business-to-Business Press, including how to write press releases/prepare Press Kits (see page 92)
“On behalf of the Jakarta City Government, we would like to extend our deepest gratitude and highest appreciation for the attention, assistance, support and co-operation you extended to us for the “Jakarta Beyond Your Imagination” presentation.”
Post-show follow-up and evaluation (Two of the most overlooked aspects of trade show participation are discussed on page 145)
“The phenomenally successful “Computers USA Exhibition” is an example of the magnitude of an exhibition project for which Mr. MacKenzie was responsible.”
Toby T. Zettler Director United States International Marketing Center
Lee Fowler has been coaching and training in sales and service skills, presentations, negotiating and creative thinking since 1982. He has worked on developing sales training projects for some major companies including: Castrol, Apple Computer, Radisson Hotels, Colgate-Palmolive, Volvo, Legal & General, Schwarzkopf Haircare and a host of other super successful companies -and- watched them get incredible results! This book will teach you, step-by-step, the skills and techniques developed for those companies and how to apply them in your business so you can achieve the same incredible results.
Customers will return to do business with you again and again, year after year, despite your competitors’ best efforts to lure them way from you if you apply the principles explained in this book.
An investment in “The Trade Show Edge” PLUS “Lifelong Customers” will assist you in “accelerating the… Read more…
