26 | THREE WISE (WO)MEN
FEATURES
www.opp-connect.com | APRIL 2013
international property. For some companies, exhibitions have been immensely successful. In fact, for some companies they have been the main item in their marketing strategy. Yet others claim that they are a complete waste of time – saying either that they do not work at all or that there are much better ways of spending your marketing budget.
Where does the truth lie?
Are exhibitions still a useful marketing tool? Can they be your primary marketing weapon or must they always be used in conjunction with other tools?
Garrett Kenny
Garrett (Gary) Kenny is the owner of the Fel- trim Group of companies. They specialise in real estate and immigration to Florida, although he also sells property in Spain, Cape Verde and Turkey.
garrett@feltrim.com www.feltriminternational.com
The stars of the show A
s we saw last month,
exhibitions have long been one of the main ways of selling
Which offer the best value for money? How do you measure success? If you decide to go down the exhibition route, how do you make the most out of them? How do you make sure that you get the maximum value out of the money you are spending? OPP decided to ask some people who should know a thing or two about exhibitions for their views on these and other questions.
Last month we asked the exhibition
organisers. This month, it is the turn of the exhibitors.
NEXT MONTH: Identifying the best hotel partner Potential clients? | Catching the attention of delegates is important
never took these big stands. “Never judge a book by its cover.” The consumer no longer gets carried away with the big stands. We have successfully sold for over 15 years from a 12-15 metre stand.
1. Is it realistic to use exhibitions as your only or main marketing activity? Absolutely not – exhibitions are just one of the tools we use in our marketing arsenal. 2. Are exhibitions better at fi nding new buyers or cementing relationships with buyers found by other means? I have to say both, but primarily to fi nd new buyers. 3. Is it a good idea to invite your buyers to meet you at an exhibition or do you risk losing them to your competitors? If you’re confi dent in your business model you should have no problem inviting them. You are very foolish to think they are only dealing with you. The consumer is very educated and if you understand them, you should know they had done probably 80% of their research online before they found you. 4. How do private road shows compare with general exhibitions on a cost per lead basis?
Personally I think the private show is more targeted – the general exhibition is the shotgun approach, while the private show is the rifl e approach. Some consumers walking into a general exhibition are not always sure what country they want so you’re working against other countries. When they walk into your Florida road show, for example, they are interested in your destination. It is then over to you to show your knowledge of the market. Never underestimate the consumer – the internet is a great tool for them to do all of their research in advance of meeting you. I tell my staff that if you are asked a question and you don’t know the answer, don’t lie! Be honest. Tell the consumer you actually don’t know but you will research and come back with the correct information.
5. How should a company decide how much space to take? Wow, honestly I think the answer here is to base it on the amount of product you have to display and knowing your own business requirements. I was one that
6. How does a company make the most out of a small display? This one I really struggle with. My policy is to give clear, concise information; I make my posters big and with a clear message. However, I have to admit at some shows I have seen people pile in to a stand where all they have is small 8x11 sheets on the wall. So, honestly, I will stick to my clear displays and give out clear information in my hand-outs. 7. What steps should a company take before arriving at the exhibition? Preparation is very important – do not leave everything to the last minute. Have a person appointed to look after everything, from the furniture to the lighting to insurance requirements. I work on the hand-outs and have my poster display correspond to my hand-outs. A consistent message is important, I believe. 8. How should a company make the most of its time at the exhibition? Some exhibitors don’t always realise there is the external consumer coming to the show and it is the main reason you are there. However, there may be some companies exhibiting that could be interested in partnering with you to promote your area or product. Take time to look at the other stands and also see what your competition is up to. 9. What is the optimum staffi ng level? Depending on your stand size, I fi nd two works for us and sometimes we go to three staff. 10. What type of materials should you be giving to visitors? Information on what you do as a company, the product and services you have to offer and some company history to show you’re reputable. 11. How should you follow up leads generated and when should you do it? Quickly and effi ciently, as soon as you are back. Send out a thank you email and see how you can help the consumer with their next step in the buying process. 12. Which particular exhibitions have worked best for you – and why? OPP
APITS
Ireland shows Canada shows Chinese shows
German travel shows (for our travel side) Dubai/Saudi Arabia USA domestic shows Hong Kong
Real estate exhibitions are a big deal. If you exhibit at the right place, at the right time, with the right preparation and materials, they can be extremely useful marketing and networking tools. We spoke to three experts with plenty of experience in making the most out of shows – read on for their top tips and warnings
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