If you’re not exhibiting to create direct sales, then you’re most likely there to spread the word about your product or business, and/or drive show guests to your storefront or on-line business. If that’s you, it’s important to figure out how you’re going to track your success.
That tracking is best done with coupons, or offers, or something that’s only available at the show. One of the best examples I’ve seen of this is Sam’s Town Casino, the sponsor of our Southern Women’s Show in Memphis. Basically, they give away money.
It’s in the form of credit-card size $20 vouchers that show guests bring to the casino for some free gambling. Once they gamble their way through that $20 (or even before), they use that same card to load up with additional cash. While the casino does not reveal how much additional losses the average cardholder realizes beyond the free $20, they assure us it’s well worth their investment and their sponsorship fee.
So what are you using to drive business post-show? If you have any innovative ideas you don’t mind sharing, send me an email at firstname.lastname@example.org.
David J Zimmerman
Southern Shows Inc.