Making a Hit with Your Marketing CampaignWritten by Susan Friedmann
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Too Good to Miss Create an offer that can't be refused. This may be a limited time offer (the expiration should never be longer than 60 days), or an offer that sets you apart from your competition, such as a better location or a bigger booth size with early sign up. Whatever offer, incentive has to be sufficiently appealing to inspire immediate action. Remember that there's no point in offering an outstanding incentive if no one knows about it. So in your direct mail piece, make this offer clear, easy to understand, easy to respond to, and relevant for your audience. Easy Does It Make it as simple as possible for your prospect to respond to you. The most effective option is a fax-back form with quick and easy response sections. Other possibilities are a toll-free telephone number, a postage-paid reply card, or a Web site. The Web site might not necessarily be your direct response tool, but it is certainly very effective as an additional interactive vehicle for obtaining more information about show. Follow up by Phone Whatever you send out, make sure you follow it up with a telephone call to close sale. You'll see single digit response rates quickly turn into double digits as a result. Whoever makes those phone calls must be professional, courteous, and well-informed of details of show and benefits of exhibiting. Printing Essentials There are plenty of ways to save money, time, and mistakes when it comes to your direct mail bottom line -- and all without compromising quality or quantity. Here are a few ideas to consider: - Save money with a printer. Pick a printer that will work with you -- not necessarily one that offers lowest bid. If you don't, you could end up sacrificing both quality and money. - Get at least three estimates from three different reputable printers. - Ask to see samples of their printing quality. - Remember that you can always negotiate a price (typically between 10 percent and 20 percent off of price they first quote you). - For small print jobs buy your paper at a discount paper warehouse and avoid printer's markup. - Always supply a very detailed purchase order that includes all details that could be problems: price quoted, ink colors, paper specs, space requirements, quantity, etc. - Make sure that you see a final proof before job is printed. - When possible, supply printer with a sample of your final art as a guideline. Mailing Tips Not only does a little know-how help with your printing procedures, but in your mailing too. If you want to save dollars, use third-class or bulk rate. You can save more than 70 percent of your postage cost if you can afford slight time delay that bulk rate demands. Deliverability of bulk rate mail is between three and 10 days, but depending on city, it can be just as fast as first-class. Make up a sample package in early stages of your preparation and take it down to your post office to check that it will go through mail system without any problems. You don't want to find this out after you have printed 30,000 pieces! Consider using a mail house to handle and sort your volume work. It can save an enormous amount of your time for a relatively low fee. Concerned about image of mailing bulk rate? You can buy third-class stamps, which make a much better impact than a metered bulk rate mark. What's key to your direct mail? It's synergistic effect of multiple hits -- whether that's by mail, telephone, e-mail, broadcast fax, or an inexpensive postcard reminder -- which will ultimately make impact and make sale.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
| | The A-Z of Exhibiting OverseasWritten by Susan Friedmann
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Nail negotiating. Negotiating in international business is extremely complex. Socializing is often considered essential to negotiating process. Learn cultural rules, especially as they relate to timing and how business is conducted. Patience is often a real virtue. Offer quality and uniqueness. High quality products and services are expected, particularly when dealing with Japanese and South Koreans. The packaging is as important as product. If your products and services compete directly with native companies, there needs to be something unique in technology, innovation, design, styling or image to gain acceptance in Asian market. Plan on having a third-party contact. Many Asian and Latin American cultures prefer to do business with people they know. Meeting right people often depends on having right introduction. If person you wish to meet respects your intermediary, then chances are you too will be respected. Question whether "no" really means "no." Much confusion, frustration and irritation can occur when different cultures communicate real meaning. In some countries, such as France, "no" can often mean "maybe’ and "maybe" can mean "no." In many Asian cultures, individuals will not say "no" outright. Rather, they use subtle clues, for example, saying "It’s very difficult," or "I’ll consider it." A "yes" or a nod of head may very well mean "maybe" or "I understand," instead of it being affirmative response you might interpret. To avoid saying "no," Koreans in particular will often give you answer they think you want to hear. Learn to listen to subtleties by asking open-ended questions. It is at times like these that a cultural mentor can be particularly helpful. Recognize role of women in business. Research customs of country you are visiting as they apply to women. Although female business travelers account for one of fastest growing segments of travel industry, problems still exist. Be prepared to prove yourself as you may not be taken as seriously as your male counterparts. Familiarize yourself with local and regional attitudes and cultural differences about women in business. This will help to define your approach and avoid potential problems and embarrassing situations. However, business overseas is based on trust and relationships. And women, like men, are responsible for creating necessary rapport to accomplish their goals. Supply all your company representatives with bi-lingual business cards. In Europe and Asian societies, business cards are essential. They act like a business passport. For countries where English is not widely spoken, have cards printed on reverse side in local language. This is best done in country you are visiting. Also be aware of specific etiquette that exists, particularly in Asian countries, for presenting cards. For example, in Japan, business cards are exchanged ceremoniously using both hands and a bow. Both parties will read and study card. It is extremely impolite to write notes on card or shove it in your pocket. Train your people. Make sure that people who represent your company at overseas shows are well trained and know and understand cultural differences of people with whom they will interact. They should know how to greet and address visitors. Formality is norm in Europe, whereas a more casual and friendly style is acceptable in U.S. Understanding different business negotiating styles, conversation sensitivities, and how women are treated in business, is essential, in addition to knowing eye contact, handshakes, body posture and spatial distance differences. The key is to develop relationships of trust and sincerity as they are critical for successful business. Use ATM’s (Automated Teller Machines) to get local currency. They give you wholesale exchange rate of 5-10%, which is a far better rate than you would get at hotels or currency exchanges. Always try to purchase enough local currency before leaving home to pay your transportation from your destination airport to your hotel, plus a little extra for tips. Value different decision-making processes. The key is not to sell but rather to build relationships. Decision-making differs around world. For example, in Asian cultures, it starts from lower levels in organization, and works its way up ladder. Many times, lower level employees will visit a trade show to gather information, which they will include in a report to a higher manager. Don’t expect a decision from an initial meeting. Decisions are usually made collectively, and process is often slow and thorough. However, once a decision is made, especially in Japan, a quick execution is expected. The key, once again, is to do your research. Watch out for cultural differences. Know and understand cultural differences of people with whom you will interact. Be sensitive to color and symbols and their meanings in different countries. For example, mourning is symbolized by white in Asia, purple in Brazil and yellow in Mexico. If your product, packaging and literature are in wrong color, you will lose sales. Red and yellow are lucky colors in China — conversely, never use red printing in South Korea. In many of Asian countries, number four denotes death and should be totally avoided, including products packaged in fours. If possible, avoid number nine, as it has connotations of suffering. Seven and eight are considered lucky. Be safe and always do your research! Expect to follow-up personally. Personal contact and immediate follow-up after show is best way to establish foreign buyer/seller relationships to produce future orders. Yield to a time investment. Building relationships is a key component to doing business overseas. Behavioral differences are real. It is wise to recognize them and to make allowances when doing business. Willingness to cultivate business contacts through personal visits plays a major role in export success. Plan regular visits to your major buyers, agents, or distributors. Be available, interested and quick to react to problems or complaints. Zero in on fact that doing business overseas demands time and patience. It may take several appearances at trade shows before your company is taken seriously. Foreigners want to feel confident that you are sincere and totally committed to your involvement in their country.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
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