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Comments
At the Incentives and Promotional show on the other side of the NEC, the folks on the stands were bending over backwards to make conversation and tell us about their product ranges - but not in a pushy "hard sell" sort of way. Perhaps BALI or one of the trade associations could offer some sort of training for potential exhibitors so that we can all learn how to get maximum ROI on what can be a very expensive way to promote goods and services...
Did you find exhibiting at Glee to be a good ROI?
Regarding your comments on exhibiting before exhibiting at a show I always reread a chapter on shows and exhibitions in a book I have called Simple and Effective Marketing. I will dig out the details later and post them on here it case anyone wants to get a copy or borrow it from the library.
Pardon the blatant plug, but if anyone here is interested in designing a stand for a trade show and needs some assistance, then give me a shout.
It's really difficult to weigh up ROI on a trade stand, we found last year that our stand at Glee, which featured a green roof on a garden building from Olympian Sheds, attracted a lot of visitors and we did stimulate quite a bit of interest in Enviromat and in green roofing. So, from the point of view of product awareness, then yes, the ROI was good. Naturally, not all interested parties have bought from us yet BUT we know from experience that the decision making process for this particular product is quite a lengthy one so although financially the ROI hasn't set the sales team up with Ferrari's and Range Rovers, we're confident enough to plan on exhibiting Enviromat at Glee in 2011.
We also grow large quantities of turf but historically, we've found that it's hard to create show-stoppingly inspirational stand design based around a real live lawn - that means that at a trade show such as Glee or Saltex, fewer people stop to chat and to admire the product, hence fewer sales leads and not enough prospective new business to justify the cost of the stand space. It's something we're willing to try and improve on though, so any ideas on how to make grass "sexy" would be gratefully recieved.....
She might get turfed out for naughtiness :-)
Whilst it is perhaps good to see a few new items, a whole hall of Pet stuff and another of Xmas crap is not really going to appeal as a Show to most Landscapers and Designers.
As for the bacon versus bikinis, as Harry hill would say "which is better, bacon or bikinis? only one way to find out"