May 22, 2008

Trade Show Time!

Filed under: Marketing Tactics — Robert John Ed @ 7:22 pm

It’s really a shame how spectacularly uneventful these events are. I just participated at a show today and it reminds me of how very mediocre us marketers are today.

The funny thing is that it doesn’t seem to matter that we operate at 60% capacity in terms of marketing well at these shows. They still produce. My company happens to do more than the vast majority of competitors and I still believe we are sluggish; the fact is that most companies don’t assertively market to the customers that have paid good money to come see them. Others are so incredibly bland they don’t differentiate themselves from the guy next door, yet expect a different outcome.

The largest problem however, is the failure to make use of the permission they are given. Make a phone call, send a mailer or personal email! Do something. Too many companies (and the percentage is ridiculously high) exhibit the show and assume that their boring display and run of the mill pitch will sweep the buyers off their feet. They sit back and let the leads come to them. This only works for one kind of company, monopolies.

If you are a monopoly, you don’t need to read this. You need to get a lawyer.


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