to growth like potholes. As the old saying goes, “when going
gets tough, the tough get going’ and I have every reason
to believe that this is a resilient bunch that will find ways
the role of a good business partner is to recognize the challenges
that their clients are facing and to support them in tough times
by developing programs that will contribute to the client achieving
their business goals. It is conventional business wisdom that
during hard times it is more important than ever to make sure
that you maintain an appropriate level of highly focused marketing.
Managing expenses in tight times is critical, however, don’t
forget that the way to sustained profitability in a depressed
market is by maintaining or increasing sales.
We continue to believe in the strength of the
background screening industry and as such continue to offer innovative
marketing tools to help you generate more business. As a business
we are facing many of the challenges you are, however, our belief
is that if we offer you valuable services during hard times at
a reasonable price that you will remember us when the good time
return and will reward us with more of your business.
thought in mind, as we go into conference season, we thought we
would share with you some recent articles on marketing that have
particular relevance to enhancing your trade show exhibiting.
Follow Up With Prospects
People have many reasons for not immediately making a desired
purchase, or giving you the response you want. They may be shopping
around, or procrastinating. They may be very busy, or distracted,
or broke, or tired. They may have just forgotten, or misplaced
your information. They may not be ready, or maybe they’re
just not comfortable trusting you yet.
Lot’s of things can go wrong in the purchase process.
It's your job to follow up with these customers. If your company
gives the typical response, and will just follow up a single time
with prospective clients, then your advertising return on investment
is not even close to being maximized.
And how do prospects respond when you follow up again? This is
about human nature. People respect a company that is organized
enough to follow up in a planned fashion. It shows that you are
interested in customer service and customer satisfaction. Because
so many companies don’t follow up, you stand out from the
crowd. You follow up, and you win customers.
You never know where a prospect is in the sales process unless
you stay in contact long enough to find out. And with each contact
follow up you make, you increase the odds that a client will act
on your offer.
To Read the Full Article Go To: http://www.myprofessionaladvertising.com/Why%20Follow%20Up%20Works.htm
Successful Exhibiting Strategies in Uncertain Times
Trade Shows Have Shown Strong Growth
Since 2002, the trade show and event industry has enjoyed positive
growth, driven by strong corporate profits, convention center
expansion, low airfares, healthy corporate travel budgets, the
need for training and education, historically low interest rates,
and the continued embrace of event marketing to reach buyers (Tradeshow
Week – “Executive Outlook 2007”). However, 2007
ended with relatively flat growth (+1.6%), and 2008 has become
a year of uncertainty and questioning of what will happen next.
Facing Current Uncertainty
Many of us in the exhibiting industry are faced with no growth
budgets, but, even worse, funding has been withdrawn to protect
our organization’s bottom line or for other seemingly more
effective marketing communications. Our managers and owners are
concerned with the economic impact of the fall’s election:
Will a change in administration mean a change in the business
climate? But, the biggest issue for us as exhibit professionals
is what to say or do when your management says, “Let’s
get out of trade shows” or “Let’s reduce our
budgets” or “Let’s reduce our participation
in trade events.”
Go To http://www.skyline.com/skyline.asp?cmd=!dsp%20wp_success
to get a copy of the White Paper.
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