As an exhibitor, a company who uses heavily trade show and events
in your marketing mix, it is best to understand the AIDAR Model in order to
justify your investment and effectively maximize this platform.
A – wareness
How do you attract the visitors of the event?
It is not enough that you join and a booth
Sometimes, it is not about how big or small your promotion space
is. It is the preparation and strategy on how to attract the show visitors to
visit your booth.
Your Action Plan: Create a
Booth Design and Activities that is
I - nterest
So now they are in your booth. Now what?
Your promotional space must have sales representatives that are
engaging and knows how to present your products and services properly.
Your sales representative must know how to pique the interest of
your booth visitors.
Most of the times, you must have an elevator pitch that explains in
the shortest possible time the benefits that the show visitors will have should
they partner
Your Action Plan: Train your
people and ensure their product knowledge is 100%.
D - esire
While presenting the benefits of your products and services to your
show visitors, your sales representative have a very short window of
opportunity to convince these visitors that they need to partner with you or
that your products will satisfy their needs and wants.
You must create “a sense of urgency” strategy that will hit the
heart of your target audience.
Your Action Plan: Create
Closing the Sales Scripts and Strategies.
.
A – ction
During your conversation, you must be able to convince your target
customer or show visitor to take an action by becoming your business partner or
purchase your products and services.
If you have a high ticket products or services that will require
more time to decide, you must make your target visitors or market hot on your
offering.
Often times, a lot of companies offer enticing discounts and
product bundles that show visitors can only get during the actual expo or
event. This strategy is proven to be effective.
Your Action Plan: Close the
sale and offer different options that will convince clients to give you their
business. Empower your sales staff.
The goal is to have a repeat purchase or increase the customer
lifetime value (CLV). This means
that after the trade show or event, you must continuously follow-up or engage
with your new business partners and customers in order for them to continuously
patronize your products and services.
Your Action Plan: Repeat the
process. Create a loyalty program. Always innovate because the client’s behavior
is constantly changing.
In Conclusion
Trade Show and Events are powerful platform in the marketing mix
that you can maximize to its fullest potential by understanding and using AIDAR
Model.
Having a clear understanding of this AIDAR Model, you will be able
to create the right actions, strategies and tactics that will ensure that you
will have a great Marketing ROI.
At the same time, keep your clients for doing business or repeating
their purchase to your company a lot of times.
- Friday, April 22, 2016
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