What a Disaster!

I couldn't believe it! I was just giving myself a "tidy up trim" an hour before I flew out to work for three days on an Expo with a major client and a DISASTER happened!  


Being male and with a simple hair style means that I cut my own hair.  Simple "Number 2" attachment on the clippers and just move it all over my head.  I also have a technique to tidy the base of the hair cut at the back.  Just take off the attachment and trim a little with my guide.


Naturally, as a well trained husband I then show my "new do" to wifey for the final approval.  In business you always ask for a second opinion, this is just the same.  She spotted a few "tufty bits" at the back so I returned to the bathroom to trim them. A quick trim and then...... hang on..... that is way more hair falling off than a "tuft".


Nooooooooo!!!!!


I had neglected to put the Number 2 attachment back on so now I had a Number 0 on the crown of my head!!  I couldn't cover it up, I couldn't "blend" it in.  There was no alternative, it all had to come off.  What a disaster!!!  Here is the result.

The surprising thing is that several of the exhibitors mentioned how much they liked my hair cut when I was coaching them.  They didn't even realise I wear my hair longer.  But most people didn't even notice.  Have you noticed that happening in your business and in your life?  Something happens that you swear is a major catastrophe, the worst thing that could possibly happen, we will never get over it, how can we cope....... but most people don't notice or just don't care.


My hair will grow back (well... most of it), your situation will resolve one way or the other. Life and business continues.  Don't get distracted by your own perspective. Keep your focus on what counts for your customers.


Enjoy!!

How Good is Your Signage?

A speaking colleague of mine and Marketing Guru Winston Marsh, told me years ago that you have to be a better Marketer of what you do than a Doer of what you do.  Without some effective marketing, people wont know what product, service or value you offer.


At a Trade Show or Expo, you need to put this principle on steroids!


You have such a short time to get the visitor's attention, let alone their interest.  It astounds me how people still put up posters with sooooo much text on it that it makes your head spin. Or has a fabulous picture but nothing that actually tells you what they do.  You have to make your signage work for you.


Here is a great example of signage which misses the mark.

It may have worked in 1919 for the Temperance Movement (I have my doubts), but it wouldn't work today.  People would just keep on drinking!

How is your signage?  

Is it easy to grasp? 

Does it encourage your target market to find out more?

Does it lead to more sales or qualified prospects?

If it doesn't do these things, then change it.  You don't want your target market to just go on drinking!

PICTURE: Not sure of the original source, but lovely Bronwyn sent it to me. It sure is funny!

Avoid the Empty Aisle Syndrome

I was looking at my Twitter stream recently and saw some disturbing pictures from @TimboReid as he was visiting an Expo in Melbourne.  The scariest of which was this one:





Unfortunately exhibitors get into the habit of expecting the organiser to bring in the crowds.  That is not how it always works.  They are flat out organising the exhibitors, the set up, charging the visitors and doing some broad marketing for the entire show.  What you want is people and companies who are specifically focussed on your product and services.  No one knows them better that you.  Typically the Expo organiser will give you some free tickets as part of your exhibitor package, if they don't then ask for some - they can only say no!


Once you have some of these free tickets, use them wisely.  Invite some people from the group below and even book some appointment times with them so you can focus on them.  So here is who to invite:


Your existing customers   
It is commonly accepted that it is five times easier to sell to an existing customer yet most organisations focus solely on marketing to new clients.  Build on your existing relationships and re-engage with your customers by having them refresh what they think they know about you.  You can show them what is new for you and what else you can do for them


Industry Leaders
If you have been wanting to get the attention of Industry Leaders or key players, invite them along to visit your stand.  You know they will probably want to come to the show anyway, so why not make a time for them to be at your stand.  At the very least it will be a good photo opportunity for your marketing or internal newsletter.


Hot Prospects
If you have some hot prospects or organisations then get them to your stand.  Yes they will probably visit your competitor or see what else is around but they will know who invited them.  You will have enough confidence in your own solutions that you can deal with the fact that they will be visiting your competitor.  Take the opportunity to shine in front of your prospect.


Your Niche
No doubt you have some kind of regular marketing process, be it your blog, newsletter, twitter stream, advertising or networking.  Make sure that your niche know that you will be at the Expo and you would love for them to visit.  Give them a reason to visit - maybe a "Mention this newsletter/blog/card and get a free....."  If you are giving away gifts you may as well give it to someone in your niche versus someone who just walks past.


So now it's your turn.  Who are you going to invite to your next show?  Get it started well before the show and you will definitely avoid the Empty Aisle Syndrome.


Enjoy!


Warwick 
The Get More Guy
www.warwickmerry.com