Have you ever skipped over a vendor booth because you felt as though you were going to get a long sales pitch?
I have been to horse events all over the United States, including Quarter Horse Congress, and have had that feeling more than once. There are some companies that make me feel warm and fuzzy and others that make me want to run, fast, in the other direction.
I would like to offer you some tips and tools to help you:
- Draw in the right person to your booth
- Capture their information and
- How to follow up to ensure they feel nurtured
When you prepare for a horse event as a vendor, you need to focus on what your ideal customer likes. Take into account what they think about and why they want or need your product. Shiny brochures and banners do nothing if they do not meet a specific need.
A good friend of mine, Chris Stock, who is a world renown sales trainer, shared this with me recently:
“Customers are not really interested in your product or service. What they are interested in is what your product or service can do FOR them and their business”.
This may not be the most popular thought; HOWEVER, it is 110% correct. Not everyone that walks by your booth is your customer. If you can learn how to connect and draw in the right people, your ideal customers, you will have a successful event and a booth that will keep people coming back.
Are you headed to Quarter Horse Congress? Once you get someone that comes to your booth, how can you capture their information quickly?
You can do something as simple as a giveaway and have them enter by having them share their name and email address on slips of paper or throwing a business card in a fish bowl.
You can also use tools that allow a person to text to enter. For example, Constant Contact allows you to set up an email list and people can send a text to enter that list. That cuts down on time, it allows people to quickly utilize their phone, and most importantly you do not have any data entry to do when you get back to your office!
You could have an online contest/giveaway and hand out cards on how to enter. For example, you could have a Facebook giveaway and provide the information on a card for people to take with them and enter at their convenience.
A book that I absolutely find incredible value in is, The Thank You Economy by Gary Vaynerchuk. This book gives hundreds of examples on how to connect on a smart and social level to ensure your potential customers are made to feel important and valuable throughout your sales process. It is one of my top 5 favorite marketing books and I highly recommend it!
Now you are done with your event, headed home and it is your job to ensure you STAY CONNECTED to these new potential customers. Email marketing and snail mail are, in my opinion, the two most effective ways to communicate.
When I mention snail mail, I am not talking about a company sales brochure or packet. I am referring to a hand-written card. Now I know if you get hundreds of leads this may be near impossible, so I wanted to share a tool that I have used for over 8 years. Send Out Cards is an online platform you can use as a customer relations manager and send physical cards, and gifts if you’d like, for half of the cost of a Hallmark card. This system allows you to set up a card campaign once and send it to multiple people, and the bonus is it is all personalized and saves you TONS of time! Feel free to try it free as my gift to you: www.sendoutcards.com/yellowbarnmedia.Email marketing is 40 times more powerful than Facebook and Twitter at acquiring new customers.Click To Tweet
I highly recommend sending a minimum of one email per month and you can get away with sending up to 4 during the holiday season as well. I use Constant Contact and MailChimp as my top two email providers. If you are unsure of the best way to create content and set up those campaigns, shoot me an email and I can help: email@example.com.
[quick technology tip] What if you could have your marketing message go out to phones within 300 feet of your booth to remind people to stop by?
I recently started using this new little piece of technology magic! It is affordable and has had a big impact on my business. A friend of mine took his to a concert and got 90 clicks and sold three products while attending a concert. Learn more here.
I hope these tips help you have as you move into the fall expo season. I am happy to help in any way I can. Please do not hesitate to call, text or email me.
Yellow Barn Media