Click The Reed Gift Fair and AGHA Tradeshow are two of the biggest events on the retail calendar. It now covers both Jeff’s Shed (The Melbourne Convention Centre) and the Melbourne Show Grounds. For anyone who has exhibited at a tradeshow or broad scale event, you’ll know it’s downright exhausting. At times, it’s damn boring. It also requires massive follow-up to realise the benefits.
I took a moment to explore what worked from my experience as a customer, from the other side of the trade show booth (as a buyer, not a seller).
Here are my 5 hacks that will help you deliver sales outcomes from your tradeshow labour of love:
Finding effective marketing tools can make the difference between ok and awesome. Mar-Tech has disrupted and thankfully eliminated many technical tasks from our to-do list. It has put the marketing team firmly back in charge of their own destiny after spending many years at the mercy of the IT department’s priorities (or lack thereof). Enterprise systems are significant investments, making them out of reach for the average marketer.
When you need to Pink Floyd and ‘Run like the wind’ there are many great free and low cost Apps and tools that can make your life easier. Add these to your tech stack and you’ll find yourself humming along.
It’s something that is drilled into most of us from early childhood; “Remember to say thank you to your Aunty for the gift.” Not saying thank you is simply bad manners. Whether it is at an individual level, or an organisational level, it’s important to show genuine gratitude for support, financial contribution and contributions in kind.
Recently I supported the Red Shield Appeal by collecting donations in my neighbourhood. It’s an excellent system where, by spreading the door-knock workload, they achieve greater geographic coverage (and hopefully raise more money for the charity). And then I received a thank you letter from them. It included a ‘Free Big Mac’ voucher as a token of their appreciation. At first glance it was both a courteous and kind thing for the organisation to do. No doubt the intention was well meaning.
Putting on my V|CMO hat I reflected on the broader customer experience. Considering the diversity of our communities the inclusion of a ‘Free Big Mac’ voucher is unlikely to have broad appeal. Here’s why:
Preface: no gender bias is intended. Coined in the 1950s and popularised by the disastrously loveable Bridget Jones, the euphemism ‘big-girl pants’ relates to need for successful marketers to be realists.
Here I examine why the best Marketers (male/female/otherwise) have the maturity to see it like it is, are honest about their performance, and have a laser-like focus on the tasks that actually turn consumers into customers.
How do you know if something has been successful if you don’t have absolute clarity on what you set out to achieve?
Digital now occupies the centre of all marketing activities and leveraging technology can be both complex and costly. Learn how to maximise the marketing outcomes for your business, and understand how to prevent common digital mishaps and mistakes.
Super excited to join the panelists, each who have extensive digital marketing experience in agency, start-up, SME and Corporate marketing ecosystems across a diverse range of industry sectors;
Join us on 6pm on the 16th August
Get Started, Level 1, 197 Little Collins Street, Melbourne VIC 3000