MARKETINGADVICE
Captive audience
Sarah Cook, founding partner of Coconut Creatives, on what makes a successful franchise exhibition stand and how to achieve it
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irst of all, it is important to identify what it is you want to achieve through your marketing strategy. This will give you the golden thread for your campaign that you
can follow throughout. Franchisors often underestimate what is required to exhibit successfully and therefore struggle to generate high-quality leads. Here are a few ways to improve your show success.
Your Perfect Pitch
Reviewing how well your exhibition stand works should always follow a process and start with the messages that you want to send to your target audience. If you have attended a Coconut Creatives franchisor marketing workshop you will probably be familiar with our version of a ‘perfect pitch’ and its importance in franchise marketing. The following is a psychologically proven method of engaging with someone to help them understand quickly and simply what you do, how you do it, why you are good at it and why it is relevant to them. In short, this process goes through four fundamental stages of:
Clarity
Credibility Relevance
Believability
A perfect pitch is not only great at exhibitions – you can also use it at networking events, on the telephone, to train staff, in any type of copy, in social networking and on your website.
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Very few small businesses adopt a perfect pitch approach to engaging with potential customers. Across the bigger business world, it is common for a company to have a perfect 90-second style pitch that they use at networking events or to train the sales team. They understand the power it provides in terms of consistency of approach and engaging their target audience.
The perfect pitch is a powerful tool and can make a real difference. Once you understand how important it is and what impact it can have on your business, you will realise why spending time on developing your perfect pitch is paramount, especially when attending an exhibition where the first thing visitors will say is: “so, tell me about what you do”. The response is often a mixture of
product and service information, usually delivered with too much detail and then something vague about the business. This is then often followed by an invitation to fill in a form! Not a good start to a potentially long-term relationship for the business owner or the interested visitor. By utilising a perfect pitch approach, you can train your staff to engage more effectively with prospects. Overall, franchisors should consider exhibitions as part of an integrated approach to marketing – a joined-up approach. By promoting your attendance across various channels such as e-newsletters, social media, your prospect database, magazine and newspaper advertisements and editorials, you amplify the number of visitors you get.
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