Exhibiting in 2023? This strategy really worked for us...
I've just put the 2023 PA Show & Confex Exhibitions to bed, there's quite a bit of organisation that goes into an exhibition, from the exhibition admin - logistics & hotel rooms for a team of 6, the 6m x 6m free standing stand, and finally the 40 shelves and 4 plinths to fill with product!
All this obviously needs booking, selecting, packing, delivering, unloading, building, presenting, breaking down, packing, returning, unloading, tidying away.
I feel for every marketer who has Exhibition Project Management as part of their remit!
But once all is back home safely, the only metrics that count are the quality of the data collected and the follow-up & conversions into sales from that new data.
The Traditional Method
Traditionally exhibitors would give Visitors literature and maybe a Merchandise Giveaway at the show, the follow-up being email and phone.
The Problem
Everyone is doing the same thing! The poor Visitor is weighed down by Catalogues, Brochures, Leaflets and the giveaways....and then bombarded by the emails & the calls.
The printed information and the giveaways are reviewed next day, they are all competing with each other.
The number of giveaways & printed materials needed is completely unknown by the Exhibitor - too often we err on the overly optimistic and will order far more than is needed, leaving us with less budget per item or waste post show.
Event Gift by LSi Promotional Merchandise
Event Gift is an LSi in-house application that allows Marketers to offer Visitors to an Exhibition Stand a different and more interesting merchandise experience.
Event Gift delivers Marketers a much improved follow-up activity and subsequent ROI.
Practicing what we preach LSi recently offered Visitors to our exhibition stand at The PA Show & Confex a choice from 12 Retail Inspired Notebook Designs that we print to order, but the product choice is completely down to the Marketer considering budget & target audience.
Whatever the chosen merchandise, LSi will print & deliver to the exhibition Visitor after the Exhibition, this print can include individual personalisation to create that special "WoW" factor.
Benefits are many:
1. the exhibitor doesn't have to pre-order in bulk guessing the amount of giveaways needed, significantly reduces waste
2. the exhibitor doesn't have to transport and store the giveaway merchandise on stand making life much easier for the exhibition team
3. the exhibitor only has to share the portal with genuine prospects! Not every exhibition visitor is your perfect Prospect but many Visitors will happily walk away with your giveaway merchandise, you can decide who sees the Event Gift Portal and who you will invest in with your follow-up campaign
4. by needing less giveaway products on stand the per unit budget increases & quality of gift improves making your follow-up campaign more valuable, and delivering a better ROI
5. the follow-up gift and accompanying literature fulfilment is outsourced taking away a major pain point for any marketer who doesn't have packing materials & post or courier pick-up available to them
6. the gift and accompanying literature arrives post-event, now competing with much less "noise" created at the exhibition from other exhibitors and their materials and your follow-up will get more "air-time" from your audience
7. knowing when your direct mail is arriving your follow-up calls will be timely and more warmly received especially if the merchandise has done it's job creating the wow!
Here's a little video from LSi practicing what we preach!
Event Gift has many applications and doesn't have to be just following an exhibition - the Notebook concept has many applications as a follow-up or thank you for marketers and sales people. We want to be remembered and delivering a Retail Inspired, Desirable Business Gift to any prospect or customer will always do that.
How can this work for you and your business?
Let LSi's Digital Print & Warehouse team help you Create a Lasting Impression & build that relationship with your customers and prospects.
Please call us to discuss how Event Gift might work for you - 01274 854996.
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