What's the Biggest Mistake Many Exhibitors Make?
* Attendees rarely see an exhibitor's main benefit as the
most prominently displayed message on a booth or in
promotional materials or hear it expressed by exhibit staff.
Exhibitors inadvertently hide their biggest benefit.
* Exhibits are often designed to most prominantly display
the product or company name.
* Staff offers drawings or giveaways that don't relate to
their main, differentiating benefit.
* Staff's ice-breaker comments might be general and not
relevent to the reason to buy: ("Having a good time?" "Want
a free . . .?")
* Those who staff exhibits often do not get the
opportunity to be involved in the wording or design of their
exhibit or promotional materials. They must state the main
benefits verbally to attendees in a brief, involving way
that pulls attendees instead of turning them off. Benefits
rarely "jump out" at attendees.
* When companies don't make their main benefit easy to
see and hear quickly, attendees must be deeply motivated to
look and ask for the essential information they want.
* Credible benefit statements initiate a sale. A credible
brand name then reinforces the reason to buy, not the other
way around. Good benefit statements are vivid and specific,
by example and/or comparison.
* Passersby are in one of three buying modes:
1. Seeking information to buy a certain kind
of product for the first time and trying to select the best
product
2. Considering changing vendors if they find a better
product
3. "Trolling" – not buying now but seeing what is new for
future reference
Or they don't have the budget or need and will never buy.
* Serious buyers most want to see and hear information
regarding:
1. The main reason to buy at all and, if they
do buy,
2. The main reason they should buy from you over your
closest competitors, as they see them.
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