Face to Face marketing is the Best bet for

Green Companies in 2010

 

What’s the best marketing investment green companies can make in 2010?  Trade and consumer shows.  Face to face marketing will be the best use of marketing dollars while the economy is in recovery, and the reason is simple – those who visit consumer shows, have money to spend (hence the term consumer show).

 

As an apparel company owner and marketer, my sales are a direct reflection of my marketing tactics – and I’m putting my money and time into shows. My Internet sales are seriously down; my show sales are way up.  How do I account for this?  I’m able to present my brand, my philosophy of service, my benefits and pricing strategy (including haggling), direct to consumers.  All those print ads, radio spots, web specials, banner ads and email marketing is being ignored. And frankly, so are the social marketing initiatives – everyone is hoping this is the golden child of marketing – and guess what – you still have to sell to your customers the good old fashioned way – with service, knowledge and a kind smile.  I know, we all want to click a button, hit send, and our sales go through the roof – sorry to burst your bubble.

 

Trade and consumer shows take practice and strategy, you can’t sit there and read your favorite book and hope someone will tap you on the shoulder.  You must have sales goals, marketing strategy, info gathering ability, a booth that stands out, and qualified sales staff on hand. I’ve been around shows and events for 20 years, those who complain that their sales stink, were the ones with a scowl on their face and a crappy attitude, those that worked the floor, were courteous and aggressive, did great. 

 

Here are some tips to a successful trade show:

 

Easy Access Booth:

You must make crossing the “sales line” as easy as possible, no blockage of racks, tables or signage.  Make the booth a retail friendly experience.

 

Sales pieces/product Samples are in the Back of Booth:

To get a potential client to walk into your area, get them interested and lead them to the product samples where they can try and explore, while you sell the benefits.

 

Signage is Simple and Memorable:

Your signage statement tells the story quickly – in less than 2 seconds.  The colors should be strong and representative of the brand and utilize faces and people using the product.

 

Eye Contact:

Engaging your potential customer starts with eye contact.  This is very important to gauge interest (are they even looking at the booth, the product or you?).  Determine where they are looking, what is catching their eye?  Then immediately respond with questions that are open ended.

 

Ask Open ended Questions:

Develop a list of product related questions that a potential customer cannot answer “no” immediately, that they must think or engage for a response.

 

Write down Successful Sales:

Make note of the trigger points, what worked for each customer – look for trends in selling and expand upon those successes. 

 

Practice your Sales Technique:

Do not practice at the show; be ready to engage immediately as soon as the first customer comes down the aisle.

 

Have Info Ready to Hand Out:

Don’t waste time by searching for a particular flyer or brochure piece, its readily available.  Keep the piece simple – business card/postcard size for those who are potential customers, but who are not buying today.

Hopefully this info helps you out this coming year. I firmly believe that most green companies can take full advantage of the consumer shows in your market during this economic recovery period.  Be ready to sell and keep your brand alive!

 

 About the Author

Jim Beriault is the founder of Planet Protect Sportswear Co. His clothing company  is based in Lake Oswego, Oregon and is dedicated to making a difference with each and every purchase made by their customers. Featuring summerwear and leisurewear made from a mix of sustainable and natural fibers and features companies striving to minimize their eco-footprint, available at www.PlanetProtect.com. For more information about Planet Protect Sportswear Co, visit them at the Better Living Show, March 26-28, Booth #1029.