APRIL 2013 |
www.opp-connect.com Stephen Brown
Managing Director of Overseas Mortgage Broker Ltd. 20 years fi nancial services experience, dealing with mortgage and commercial fi nance. Expertise in providing mortgage fi nance in 50 countries for clients buying second homes.
stephen@overseasmortgagebroker.co.uk www.overseasmortgagebroker.co.uk
1. Is it realistic to use exhibitions as your only or main marketing activity? No, exhibitions are a very important tool in any company’s marketing mix, but to rely on them as a sole focus would be to miss many other opportunities. The key to effective marketing is to balance your approach through different routes. 2. Are exhibitions better at fi nding new buyers or cementing relationships with buyers found by other means?
Depending upon the focus of the exhibition, they can be a great method of reaching new customers. A key point to consider is, what is the focus of the exhibition organiser? Are they looking to bring in 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?
It is always a good idea to invite your clients to meet you; it is simply good business practice. Yes, there is always a chance of them preferring someone else’s product, so just make sure yours is as good as it can be. 4. How do private road shows compare with general exhibitions on a cost per lead basis? N/A
5. How should a company decide how much space to take? The decision on how much space depends on three main considerations: 1. How much room do you physically need to display? The dimensions of any pre- existing display units of course would also affect this. 2. The esoteric matter of “how much splash” do you want to make. If you are launching something big, with a big budget, a big stand will follow. 3. How much will this all cost? Do you have the budget?
6. How does a company make the most out of a small display? If you have a small display (and we generally do), do not clutter it up, keep it simple and have your focus on people not models. Use the backdrop as the major physical presentation. Always remember to have somewhere for clients to sit. 7. What steps should a company take before arriving at the exhibition? Before arriving, ensure you have all the physical materials you need (banners, models, racks, brochures etc). Make sure you have the staff to man the exhibition organised. Make sure you have invited your entire client bank to meet you and offer appointments. Check the resources available from the organisers; get your message sent out to their database. Finally, check who else is exhibiting. 8. How should a company make the most of its time at the exhibition? Make appointments so you can prepare for clients and other professionals. Have a data collection methodology set up. Have suffi cient staff on stand. Ask the organisers what they can do for you.
See if there is an opportunity for you to present at a seminar or on a panel. Industry experts lead presentations and you should be one. Make sure you meet other industry professionals; you’ll get great ideas, even from competitors.
Follow up on all enquiries. 9. What is the optimum staffi ng level?
The stand should always be manned by at least two people, in case one has to leave for some reason. Optimum level should have enough people to talk to clients, whilst not overfl owing the stand. Check the results of any pre-exhibition marketing you have done. Check previous footfall for similar exhibitions. 10. What type of materials should you be giving to visitors? Company brochure, business cards. I’m not a great one for cuddly toys and pens. 11. How should you follow up leads generated and when should you do it? Do it as soon as possible. The guy on the next stand will be. If you have an opportunity to invite clients for meetings then do so. Use the phone – e-mail is a fi nal follow up method. 12. Which particular exhibitions have worked best for you – and why? OPP Live has been the best exhibition for us. This is because we are highly focused on B2B relationships and lead generation. For developers selling holiday homes directly to the public, APITS may work. Selling investment-oriented properties will need a different visitor demographic.
FEATURES
THREE WISE (WO)MEN | 27
Miguel Ángel Miguel Angel Rico is International Sales Manager at TM Real Estate Group. He man- ages and maintains our international agent network together with attending various exhibitions annually in Russia, the UK, Bel- gium and beyond!
marico@tmgrupoinmobiliario.com www.tmrealestategroup.com
1. Is it realistic to use exhibitions as your only or main marketing activity? Exhibitions can never be the sole foundation of a marketing strategy. However, they are important for generating confi dence in a particular market or for face-to- face consultation with one’s target audience. 2. Are exhibitions better at fi nding new buyers or cementing relationships with buyers found by other means?
Over the last decade, exhibitions have been quickly overshadowed by the internet as the main source of new leads. However, they have found a new role as a platform for generating confi dence, cementing relationships with established customers and making new business relations. 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?
The obsession with protecting your database is thankfully now a thing of the past. Most competitors are advertising on the same portals side-by-side! There is nothing lost by inviting your clients – it can be seen as an encouraging sign that you are still in business in the area and interested in touching base with them. 4. How do private road shows compare with general exhibitions on a cost per lead basis?
Generally private road shows are more expensive. Whilst they have the benefi t of keeping all the leads generated to yourself, this bonus is greatly out-weighed by the costs of advertising the event in the local media and generating interest. 5. How should a company decide how much space to take? That’s a tough one. It depends on your budget, who else is going to be there, how many people you will be sending and the impact you want to have. 6. How does a company make the most out of a small display? Minimise the impact on passers-by compared to the bigger, more prominent stands. A simple trick to entice people is to fi ll your wall space with “lifestyle” photos rather than properties – beaches, mountains, forests – and have a TV showing a video on constant repeat. Flags of the country you are selling are also good, and it doesn’t hurt to offer freebies – a local wine; tapas; cheese – so that people stop for a taste and you have a chance to speak to them. 7. What steps should a company take before arriving at the exhibition? Check, check and check again. Ensure you have everything organised. Many main exhibitions also accept deliveries of material, so it’s advisable to try and send the material you’ll want for your stand around two weeks beforehand. 8. How should a company make the most of its time at the exhibition? Get involved! Host or attend seminars, pick up material from other stands and talk to other exhibitors. Exhibitions are a golden opportunity not only to network and fi nd new business partners, but also to look at how other companies do things pick up tips and ideas to infl uence your own marketing campaign. 9. What is the optimum staffi ng level? Two sales people is suffi cient, with a sales director for the country hosting the exhibition to handle any marketing or collaboration enquires. Send sales staff who speak the local language – it is going to be very diffi cult to sell your properties in Russia, for example, if the people you send only speak English. 10. What type of materials should you be giving to visitors? Something that will help the visitor remember you. Visitors will have bags full of merchandise, so the important thing is to make your material stand out. Put them in a folder, envelope or bag with your logo and always attach your business card! Make sure your material is in the relevant language – if the visitor doesn’t understand it, you’ve lost a chance to connect with them. In countries that speak English, you can earn extra points with visitors by doing this. 11. How should you follow up leads generated and when should you do it? The night after the exhibition is ideal. The worst thing you can do is wait until you’re back in your offi ce – the competition has already done so. Also, make sure that you send the visitor the information they asked for, not general information which they’ve already seen from your brochures at the show. 12. Which particular exhibitions have worked best for you – and why? Recently the best exhibition we have had was the Fair Media Exhibition in Stockholm, Sweden. It was great in terms of both contacts generated and sales!
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