80% of trade show leads are never followed up on...

Sad, but true. Companies spend billions of dollars and thousands of man hours on their trade show marketing, and at the end of the day, don't follow up on most of the leads.

WHY!!??

I think there are two reasons:

      1. No Plan - The time to plan for follow up is before the show ever starts. That plan should be in place and ready, just as all other aspects of the show are. Most companies don't have a solid plan in place for follow up, so you can bet those leads grow old and die before they are ever contacted. And you thought your competitors  were following up!!

    2. Too Many leads - Well, at least too many names. If you are collecting business cards or using the scanner and considering those leads, you might as well stay home and go to the phonebook or the internet. A lead is only a lead when the prospect's needs and interest has been determined, and follow-up has been agreed upon. Everyone at a show is not a lead for you. The true leads may only be 50-100. That's a manageable number. I think most leads aren't followed up on becuase they aren't really leads , just names.

So, if you want to be part of the 20% who do follow up on their leads, and get the sales, plan ahead for the follow-up and use the trade show to sort through the people to find the true leads for you.

JANE

NOMADIC introduces DesignLine Series

Nomadic Displays, long known for its quality, state of the art Pop-up Display, has introduced a new hybrid display which integrates with the pop-up and panel systems, but uses extrusions and truss to make innovative designs. No, it's not as easy as the pop-up, but its slick design and ability to hold a plasma screen make it worth the extra effort.

A 10' configuration still packs into 2 suitcase-style cases. Pricewise, it is no more than a 10' pop-up.

CLICK HERE for some more info and then call 317-915-1500 to place your order.

SPECIAL

Now you can have the "Cadillac" of Pop-up Displays, the Nomadic, for the price of a "Ford"...

Through April 30, 2004, Nomadic is offering to deduct the price of the cases from the purchase price when you purchase a 10' Nomadic.  You can get the quality and warranty of the Nomadic for LESS!  Call 317-915-1500 or send an e-mail to Jane Thompson for more info.

Are you spending your trade show dollars effectively?

If you participate in 8 or more shows a year, and you plan each show with the same amount of effort, budget, and resources, the development of a trade show strategy could provide great benefits to your organization.

By evaluating the shows which target your markets, determining where your competitors are focusing, and understanding gaps and opportunities, we can develop a trade show strategy that offers segmented opportunities with ala carte menus of activities based on the show.

With a structured, proactive approach, you can allocate your budget for the greatest return and avoid last minute fire drills and rush charges. Call or e-mail me if you are interested in learning more!

Jane Thompson, 317-915-1500 ext. 222.
jthompson@thompsonkerr.com

Say "Hi" to Audrey

Audrey Elder has joined our company as Administrative Assistant/Customer Service. Audrey is a recent graduate of Anderson University in Marketing and Fine Arts. Say "hi" when you call!!

Gently-Used  5'x8' Nomadic Tabletop - Cornflower blue fabric, rolling case. All in excellent condition. New $1600, used price $800. Hurry - this display won't last long. Nomadic's "No Questions Asked" Lifetime Warranty still applies. Call or e-mail Jane, jthompson@thompsonkerr.com.

Don't forget - Greater Indianapolis Chamber of Commerce 6th Annual Biggest Business After Hours is March 29. Booth space is still available!  Go to indychamber.com for more information.

Business Marketing Association of Indianapolis - BMA Indy brings industry leaders and authors to our city to keep us aware of the latest thinking in the Business-to-Business marketing arena. Our meetings bring together serious and dedicated marketing professionals. To learn more and to sign up for our newsletter, go to bmaindy.org.