Last night I followed up on a new client who is exhibiting at an expo in Sydney yesterday and today. He came on board as a client 2 weeks ago following a discussion we had about his display and marketing, as he was an exhibitor at the Australian Childcare Association conference on the 24th October where I was a speaker.
Over the past 2 weeks we worked on creating 3 new display banners to be used at this exhibition. These banners were created using our marketing formula and strategy planning.
Yesterday, I sent this message, “Hi John, how did the first day of the expo go? This is his reply to my sms;
“Really well mate. The banners went great too. Other distributors commented on them. Its funny all the advertising here is like the video said. Jargon. Selling themselves and what they do. I really notice that now. I reckon we will get some immediate sales and have 20-25 interested parties. All want the reports too. !!!”
He still has today to go. I think he is going to be very busy over the next few months.
In preparing this marketing program, we used our key steps of marketing.
- Fundamentals – I gave John an overview on the fundamentals of marketing through our special video.
- Strategy – we develop a specific strategy for this marketing project.
- Tactics – We determine the tactic we were going to use. An Expo stand.
- Resources – We determined the resources we were going to use. Banners and a contact register.
We used our marketing strategy planning process, where we clearly identified the market that was going to be attending the expo, we then found out what their biggest issues, desires and wants were in regard to the product that John sells. In other words, we got inside their heads to understand what they were thinking.
From this, we were able to develop specific messaging around 3 key issues. These issues were health, energy costs and comfort.
The tactic being used was exhibiting at a property and maintenance manager’s conference and exhibition.
Each banner was created with a specific “Interrupt Message” a specific “Engage Message” “Key Educational Points” and a specific non money based “Offer” for each of the 3 key issues. This follows our Interrupt, Engage, Educate and Offer formula.
The pictures used on the banners were specifically chosen to match the interrupt message, therefore capturing people’s attention.
We didn’t try to put all 3 messages on one banner, it just doesn’t work.
Over the next few weeks, we will provide more results from this marketing project.
To find out more about how we can help you make your marketing simple and effective, contact us now on firstname.lastname@example.org or by phone: 1300 794 401
Have a great week,
The Time Retriever