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Convenience
How easy is it to do business with you? Are your systems user-friendly? Consider every piece from the exhibitor manuals to the registration desks at the show. What can be done to make participating in your shows a hassle-free experience? Consult your vendors, staff, exhibitor advisory committee, outside consultants, and even children for ideas and suggestions. Then try them out yourself. Again, model concepts that work. Ask yourself how favorite companies might solve your particular challenge.
Use the Internet to simplify form completion and registration procedures. Offer discounts for using the technology. Challenge yourself to constantly make the process more convenient.
Communication
Bernd Schmitt, author of Experiential Marketing, once noted, "Today's customers take functional features and benefits, product quality, and a positive brand image as a given. They want products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds. The degree to which a company is able to deliver a desirable customer experience -- and to use information technology, brands, and integrated communications and entertainment to do so -- will largely determine its success in the global marketplace of the new millennium."
You want to stimulate such excitement among your exhibitors and attendees that your show is an experience not to be missed. Experiential marketing is the latest trend in marketing that focuses on the experiences of customers.
In addition to dazzling your exhibitors and attendees with your show promotion, realize too that they hunger for two-way communication. They want to know that you care, that you are interested in them and their goals. Either way, the key is two-way communication, them hearing you and you listening to them.
Customer value, change, convenience, and communication all make up the essence of a powerful 4 Cs marketing approach that will help take your show and organization to another level.
About Author:
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, internationally recognized expert working with companies to increase their profitability at tradeshows.
Author: �Meeting & Event Planning for Dummies,� and �Riches in Niches: How to Make it BIG in a small Market� (May 2007).www.thetradeshowcoach.com
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