Posts Tagged ‘marketing’

Tradeshows are busy again

Written by Susan Ratliff on January 21st, 2012. Posted in tradeshow news

I don’t know about you, but I am seeing some optimistic activity in the tradeshow business this month. Companies seem to be loosening up on their purse strings and forking
over the dough for new exhibits and graphics. The phones are ringing and the deals are closing which is good news for exhibit houses across the country. A big mistake many companies make when the economy is in the tank, is to cut their marketing budget. Of course that’s the worst thing you can do because if you stop going to tradeshows customers are going to want to know why.  Your competition will have a field day spreading rumors about why you are not in your usual spot.   If you go with worn out displays and crappy graphics then prospects will be questioning the quality of your offeringsand the stability of your business, because we all know that image in everything in the show floor.

So take a look at your exhibit materials and see where you can spruce up your look and refresh your graphics for your next show. You won’t want to miss any chances to impress attendees, because you can never be sure when the next dip will hit. 

Want to talk about the state of the industry or how you can increase your profits at your next show?  I’m here anytime.  Susan Ratliff, The Exhibit Expert,,


Written by Susan Ratliff on July 9th, 2008. Posted in marketing messages

I was just reading a blog post from Vickie Mullins at www.mullinscreative.blogspot   Vickie owns a graphic design company and has a talented team of designers on staff.  I use Vickie’s services and love her creative ideas, attention to detail and reasonable prices.  Anyway, the post talks about crafting great copy and using headlines that give people what they want.  She offers a terrific list of what people want.  It includes many of the benefits people desire and how addressing those customer needs will capture attention and get their business.  This principal applies to exhibit marketing as well.  When conceptualizing your marketing messages on the graphics you will display on your exhibit, consider the needs and desires of your target audience.  Give them what they want to hear.  Don’t dwell on the features of your product or service. How great you think you are, how you do what you do or how many things you do.  People don’t care how you do it as long as you give them results.   Give people what they want.  Check out Vickie’s blog for the compete list, but here are a few ideas:   People want, value,  to look better,  be healthier, prettier,  save money, be safer, make money, gain prestige.  Next time you plan your marketing strategy or sales pitch don’t forget to emphasize What’s in it for them, the customer, first.


In a down market, don’t stop marketing

Written by Susan Ratliff on July 9th, 2008. Posted in marketing, Uncategorized

I know the economy is tanking and business is suppose to be bad all around, but I am not feeling it at Exhibit Experts.  Our clients seem to be finding the funds to continue exhibiting both here and abroad.  I am glad to see that because the most important time to market your company is when the market is down.

In these troubled economic times, many business owners are looking for ways to scale back on spending.  Often, the first cut is to the advertising and marketing budget.  Bad idea!.  Your business needs promoting, now more than ever.  The savey owner will increase marketing efforts, because the competition will be reducing theirs.


One of the most cost-effective ways to promote your business is at a tradeshow.  The Center For Exhibition Industry Research says, not only will you reach 7 times the number of qualified prospects at a tradeshow compared to other types of advertising, but those leads will cost 56% less to close than leads from the field.


There are 10,000 tradeshows a year attended by 120 million people who spend 100 billion dollars.  Nine out of ten companies ranked exhibitions as the #1 most useful source of purchasing information, because they could examine and evaluate competing products in one location.


Can you really make money from tradeshows?  75% of the attendees surveyed said they would buy something at the next show, while 57% said they’d buy within 12 months.


Big business has been capitalizing on the benefits of exhibit marketing for years.  With a little knowledge and some careful planning, even the smallest business can tap into this lucrative marketplace. 


To get the most from your next exhibit marketing experience, approach each event with a plan of action. Set specific goals and make the staff accountable.   Decide ahead of time exactly what you wish to accomplish, such as solicit leads, network with vendors or investigate the competition.


Image is important.  Create a dynamic display that showcases your product or service in an attractive manner and captures the professionalism and personality of your company image.  Use large pictures and succinct text messages that reinforce your marketing message and explain how you will benefit your customer.


Train your sales staff.  Develop a simple presentation everyone will use to engage, qualify and generate a lead from the attendees.  Add some excitement to draw attention to the booth and make sure you follow-up all leads in a timely fashion.  Following your plan will improve your productivity and increase profits at every event.