Xtreme Exhibits new online shopping The ropers at Annie Oakley's Real Western Dudette Ranch were all riding high in
the saddle. It was just before their first
travel
trade show in Chicago, and they just knew they would rope in big sales.
Annie and her all-woman cowpoke staff were confident thousands of American
working women were just itchin to pay $1995 or more to learn the fine art of
cattle roping and bronco busting. Annie sent her two best cowgirls; figurin'
if they could handle cattle, they could sure rustle up some sales. The cowgirls
brought to the show a couple of hay bales, a big sign with genuine spurs dangling
from it, a table clear across the front of their booth
loaded with hundreds of small snapshots of the cowpokes in action, a four-page
story Annie had hand wrote to give out. They wore their most trail-worn chaps
and their fanciest boots.
Dang! Three days later, Annie's seasoned cowgirls left the show more tired
then after three-week cattle drive, ornery with their throats as dry as dust.
They had only four leads, and had made no sales. Annie was as irritated as a
stepped-on rattler; she had spent over $5,000. and was sure it was the show
promoter's fault her cowgirls were not more successful.
Proper Trade show Strategies Yield
More Leads & Sales
Annie is fictional, but the way she fell out of the saddle is not much different
than dozens of businesses I observe, and even some I have consulted to. I don't
let the ones under my reins keep going down the desert trail that Annie followed.
You can end up more like this fictional company...
Tropical Bill's Eco-Amazon Windsurfing tours had not lost any clients to Piranha
during the first months of operation, and they were ready to expand his small
tour business through travel trade
shows. Bill and his staff's goals at their first show were to raise broad
awareness for their unique trips to consumers as well as secure travel agent
representation.
An expert windsurfer, Tropical Bill had little experience with promotion, sales
and trade shows and knew that,
like windsurfing, it was a learned experience. He admitted his ignorance and
assumed what I call "beginner's mind."
Here's what Bill and his team did to improve their trade
show results:
He sought out as much advice and information as he could.
Visited other tourism trade shows.
Took a workshop on trade show
marketing and read all he could
on the subject.
His team created a solid plan on how to achieve their specific goals.
They called and sent out several mailings of personalized cards and letters
to key prospects before the show offering a show special.
They invested in a quality exhibit with easy-to-read graphics and bold benefit-oriented
marketing communications.
Learned how-to create a powerful travel trade
show booth that grabbed prospects
attention and sell more by reading "Tourism Marketing
Success" See link below in Authors Resource Box:
Bill role-played and practiced boothmanship
with his most knowledgeable and motivated team of four that were staffing the
booth at scheduled intervals.
Show management was excited about Tropical Bill's Windsurfing Simulator and
gave them excellent floor placement. A follow-up sales letter was pre-printed
and sent from the office to key prospects immediately with several new color
brochures. The preparation, booth,
staff activities, offers and prospect follow-up were all well executed.
Tropical Bill implemented many other strategies all covered in this article,
raised the flag to their existence, made numerous bookings, established promising
relationships with many travel agents, signed up for representation by two large
adventure travel wholesalers, and even generated interest for a editorial story
Outside Magazine.
Unlike Annie Oakleys' Dudette Ranch, Tropical Bill's Windsurfing company was
now on the map, generating some cash flow and filling its sails with some powerful
promotional winds. Bill could hardly wait for their next show opportunity. Annie
was last seen commiserating around the campfire with her cowpokes.
Both outfitters knew that attendees at travel trade
shows were their best markets. Both hoped to have some sales during the
show and create awareness for future bookings. Clearly different attitudes and
strategies yield different returns on investment. "Beginners mind,"
planning, research, goals, and specific strategies make for happy trails and
high wind days. Don't reinvent the wheel. The resources you need, like the Texas
Rangers, are awaiting your request for assistance.
Show management and trade organizations are there to help with your success.
This show, like many others, will be both an industry trade
show filled with travel agents and media as well as motivated consumers
of travel related products and services. Trade
shows are abundant fishing grounds; you just need the right equipment, training
and bait.
4 Strategies for Maximizing Trade
Show Exhibiting Results
1. Have a team-created plan. Unity provides more sales. Incorporate your most
knowledgeable and motivated staff from start to finish. When the staff and owners
share the same vision and agenda, achieving your goals will be far easier.
2. Do pre-show mailings and phone invitations can triple attendance. David
Garfinkel and Jay Conrad Levinson in the soon to be released book, "Guerrilla
Direct-Mail Marketing" suggest
to use multiple personalized invitations promoting special offers redeemable
only at your booth.
3. Arrive a couple days before show. Tap into guaranteed opportunity. There
are unmatched opportunities to meet with media, establish sales representation,
and network with fellow travel business people. Share what has worked for you
and help others. When the show starts you'll be better prepared and rested then
most.
4. Taking care of yourself will yield better results. Schedule your staff so
that everyone is smiling and well rested. Drink plenty of water. Eat well- balanced
meals for higher energy. Avoid alcohol at all times during show. Wear comfortable
shoes. Stretch your muscles while checking out other exhibits.
In 2005, U.S. consumers spent more then $486 billion dollars for travel related
equipment, travel, lodging, and meals - and with hundreds of outfitters like
Annie Oakley and Amazon Bill's. All this just to have fun! Proper trade
show marketing can be a magical
and fun part of your total marketing
plan.
Read and learn more here: 10 Commandments of Travel Trade
Show Marketing Success
Tim Warren is the Host of Travel Business Success Online Radio Training Podcast
Show, author of Tourism Marketing
Success and founder of Travel Business Strategies. Since 1994, Tim has helped
dozen's of tourism businesses and destinations just like you with create trade
show strategies that help you standout from the crowd, sell more trips and
increase arrivals.
Article Source: http://EzineArticles.com/?expert=Tim_Warren
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