Maximizing your trade show dollar August 12, 2011Posted by solutionsbconsultants in Business Improvement, Marketing.
Trade shows and events bring your customers to you and are still regarded by traditional and web 2.0 marketers as an efficient spend. On average, your cost per lead is 45% less and cost per sale is 38% less. With 78% of direct mail being opened over a trash can and a mere 1.2% response rate, companies that solely market using the mail continue to throw money against the wall. And the efficient marketing landscape is continually changing – email now has a 24% opt-in rate but this figure is only 1/3 of the acceptance of text messages. Customers want (and expect) a fast response to their inquiries – and the statistics prove this out – contact requests that are responded to within the first five minutes are 100 times more likely to get in touch with a live person than a thirty minute response delay.
Now imagine that you can leverage each of your trade shows and events to bring in leads and sales over a period of months. This strategy is only being used by a small fraction of exhibitors and you have the potential to ride a huge wave of competitive advantage – the details to follow.