Making a Hit with Your Marketing CampaignWritten by Susan Friedmann
Considered a vital link in a show's promotional plan, direct marketing is vital only if it's done right. It's certainly not as simple as typing a letter, adding an address and stamp, and popping it in mail. Direct marketing specialist Debbie Bermont, president of San Diego-based Source Communications, offers her golden rules for creating that vital, highly successful direct marketing campaign. There are some key golden rules to making your direct mailings work effectively. That doesn't mean that you have to spend more money in order to succeed. Far from it. In fact, you could find yourself spending less -- or at least spending more strategically -- than you may be doing at present. Here's how: Mail to Mr. Right There's a simple but very clear distinction between junk mail and direct mail. Junk mail is mail that isn't wanted. Direct mail is something that goes to right person and is wanted. One major key to success of your direct mailing is to find right people to mail to. If you are working on a follow-up show, then targeting people who signed up last year would be a good place to start. If it's a new show or a new list, your first job is to start with a research phone call to find out who that right person is. Even if you're using last year's list, it is still worth a telephone call to check that your information is up to date. Don't ever rely on anyone passing your mailer on -- it just won't happen. Boost Your Letter Once you've found out who to send your letter to, your next step is to make sure that your letter works to its maximum effect. Write it as a one-on-one dialogue. Beware of using industry lingo that your prospect may not understand. Keep your paragraphs short and sweet -- no more than seven lines. Break up your letter into clearly defined subheads. And keep it to two pages in length. Make All Your Copy Benefit-Oriented List benefits so they are easy to understand. And remember that a benefit is a lot different than a feature. Features do not have clout that benefits do. For example, stating that "10,000 people attended our show last year" is merely a feature. Write it in context of a benefit: "You can have opportunity of making 10,000 qualified contacts in three days," and you'll start making impact that you want. Repeat your offer at least three times throughout your letter: in your headline, within first two paragraphs, and again in your closing paragraph. You can also include it in a "p.s." Last, but not least, tell your prospects what next step is and tell them to do it today. Also include details of where to go for more information. Your goal should be for recipients to immediately respond to your letter in a positive way. Make an Impact Your mail piece must stick out from all rest. Yours will not be only piece of direct mail that lands on your prospects' desks today. The more you can do to catch their attention, peak their curiosity, and urge them to open packet, better. One particularly effective way of doing this is to make your packet lumpy. For example, you can include Post-it notes or candy (but never candy that could melt!). Make it even more appealing by relating your insert to your offer or your message. For example, insert a bite-sized Pay Day candy bar along with message, "Every day's a Pay Day when you exhibit at ABC Show!" Another idea is to affix large plastic aspirin capsules to your mailer with message "Don't let this be another headache for you!" Or include a card with a telephone ringing along with note "Give us a call today!" Whatever your insert, make your message clear, make it novel, make it fun, make it useful, and make it one that leaves a warm fuzzy feeling -- not confetti. All that does is leave a mess!
| | The A-Z of Exhibiting OverseasWritten by Susan Friedmann
Exhibiting overseas is one of fastest and most cost effective ways to identify best foreign markets for your products/services. International trade shows and fairs offer opportunities for multilateral contacts and business deals. They allow you to test your product’s export suitability; explore strength and scope of your competition; and gain exposure to potential suppliers, in-country distributors and customers before making any sizable financial commitments. However, to effectively trade internationally, top management must commit to developing foreign markets. More than 2,000 shows are organized worldwide each year, and approximately 150 of these events have significant global attraction. Most are held in major trade show centers in United States, Germany, France, Italy and United Kingdom. The following A-Z guidelines will help to take fear and anxiety out of your overseas exhibiting ventures: Ask questions and thoroughly research overseas shows to find ones that attract your target market. A good starting point is U.S. Foreign Commercial Service (FSC), part of International Trade Administration of Department of Commerce. Other sources of information include banks, trade associations, foreign embassies and consulates, bi-national chambers of commerce and Internet. Book space early. Allocation for space is a "first-come, first-served" basis. Applications for space need to be submitted as early as possible — 12-18 months prior to event. Reservations are made with show organizer or their international representative. Most of large shows, especially German ones, have global sales offices. Coordinate shipping arrangements. Most international trade shows have an officially designated freight forwarder who is familiar with all relevant details. They will handle invoicing, arrange for licenses and declarations, prepare packing list, issue bills of lading, handle insurance and prepare all necessary documentation. A duty charge is not normally assessed on equipment, unless it is destined to remain in country after show ends. An international carnet facilitates importation and movement of samples and professional equipment between countries. Determine that your product complies with international technical and safety standards. Germany, in particular, has extremely stringent laws regarding testing products to comply with applicable specifications. Overseas companies are allowed to exhibit products at German trade fairs before their products have been inspected. Formal certification of required is necessary to legally sell your products in Germany. Certain types of merchandise are also subject to specialized safety codes and technical requirements. It is advisable to use a local consultant to help you through compliance process. Establish a realistic budget. Costs of overseas shows vary widely, depending on a host of variables, for example, location, exchange rates, time of year. In addition to your display, shipping, promotional and staff costs, also take into consideration, import duties and export regulations. As a safety net, add 25% to your budget to cover unexpected costs, tipping and exchange rate fluctuations. Familiarize yourself with overseas union policies. Strong unions exist in U.K., France and Italy. Understand and appreciate rules and treat everyone with respect. Offering to buy your union labor lunch or a beer, as well as tipping, often helps to minimize pilfering, loss and damage. When working with contractors, always have someone who can speak language and give logistical instructions. Arrive at least a week prior to show to iron out any kinks. Get to know pricing. Your company representatives should be prepared to negotiate and agree to terms at show. They should also be fully conversant with tariffs, European Community’s Value Added Tax (VAT) and other tax implications, and importation and delivery procedures. When quoting prices, most buyers expect prices quoted c.i.f. (cost, insurance, freight), including duties, taxes and other charges. For a small fee, local freight forwarders will assist and prepare c.i.f. costs. Have arrangements for credit and payment. You should make arrangements with a bank that has international banking affiliations to facilitate your banking needs. Discuss arrangements for transfer of funds, letters of credit and bills of exchange. Potential customers or representatives will expect a credit check. Individual profiles on overseas companies can be found through World Trader’s Data Reports, available for a small fee from US Commercial Service. Since exchange rates fluctuate daily and can affect pricing, especially when dealing with Latin American countries, consider getting paid in U.S. dollars. Insist on using a native-born translator. When translating copy or business communications, always hire a local translator who has technical knowledge of your products/industry. Embarrassing mistakes occur when a translation is done by a non-professional with limited knowledge of a language and little or no understanding of slang, colloquialisms and double-entendres. Prepare product/service literature, data sheets, catalogues, etc. in principal languages of major countries represented at show. Remember that most countries outside U.S. use metric measurements. Judge context. Some cultures are more direct and explicit in their communication. Swiss, German and Scandinavian cultures are considered low context. Their words have specific meanings. In contrast, Japanese, Chinese and Arabs are high context. Their language is often vague, inexact and confusing for English-speaking cultures to understand. Reading between lines is a must. Keep language simple. Many of your international business contacts will speak English. Problems occur when you use slang, colloquialisms, idioms, jargon, buzz words, lingo, officialese, acronyms, and metaphors. These are often difficult to translate. It is far more effective to keep communication, written and verbal, basic and easy for anyone to understand. Learn to speak body language. Seventy percent of our communication is nonverbal. We communicate by way we stand, sit, tense facial muscles, tap fingers, etc. There are also hundreds of gestures to get across almost any meaning, from greetings, beckonings, and farewells, to terms of endearment and insults. Gestures and body language, with exception of smiling, are not universal in meaning. Be aware of etiquette on personal space, eye contact and when, what and how to touch. Make sure that your top executives are available. Overseas shows, particularly in European and Asian countries, are serious business as they focus on sales. Top-level management attend these shows expecting to place orders. They expect, and want, to deal with their counterparts in your company. They expect to spend time discussing technical details and will often want to close major deals on show floor. Technical staff, sales people and in-country representatives will help form a complete team.
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