Exhibiting
in economically turbulent times is problematic. Yet the challenge may not lie
exactly where you think it does. It's not the falling Dow Jones that's the
problem. It's not the S&P, nor the price of oil. It's not even the constant
reiteration that we're headed into the Great Depression II.
No.
The problem instead lies in the resultant consumer confidence crisis. People-both
on an organizational and individual level- are afraid to buy. The constant bad
news has created a perfect storm of economic turmoil, leaving people frozen in
place, uncertain what to do.
How
do we, as exhibitors, address that fear?
The
first thing to do is to assess and understand what the changing marketplace actually means to your industry. Not all sectors are hit equally by an economic
downturn, and it is never safe to assume that what is happening to your
organization is representative of what is happening in the market as a whole.
Before
determining an exhibiting strategy, it is a wise step to take an objective look
at your industry, as well as the markets for organizations that purchase your
products and services. A consumer confidence crisis means one thing in the high
end apparel market, for example, that it may not mean in a health care or
financial services market.
Throughout
this assessment, consider the following:
What
are the biggest challenges and concerns my target market is facing?
What
are the biggest challenges and concerns the customers of my target market face?
If
you want to be an effective exhibitor, one route to success is to articulate
your understanding of both sets of challenges and present concrete examples of
how your products and services can help attendees address them.
There
is a time for soft, suggestive selling: that time is NOT in the middle of a
consumer confidence crisis. This is instead the point where savvy exhibitors
adopt a leadership role, positioning themselves as the expert within a marketplace, the go-to resource who can provide more than product: you're offering guidance,
stability, and the assurance that the tough times will pass and that they can
be survived, by smart, strategic decision making.
Obviously,
every company will approach this challenge differently. Variations will depend
on industry, sector, and your previous marketing messages: it is very difficult
to suddenly shift gears and radically alter your marketing message. However,
the companies that survive and thrive in tough times are the companies that
adapt quickly and nimbly to changing circumstances.
With
that in mind, there are three universal concepts that should prove useful to
every exhibitor:
Highlight
the Benefits
Make
it very clear how the attendee will benefit from doing business with you:
increased sales, greater efficiency, enhanced productivity. Make the value you
offer a key part of your marketing message.
When
your booth staffers engage with an attendee, they need to be actively
listening. This enables them to both better understand the attendee's situation
and needs, but also to identify key points where your organizations' products
and services are likely to be of value.
