Marketing Your Trade Shows the 4 C's Way

Traditional marketing is changing for many reasons. Customers are more sophisticated and price sensitive than in years past and expect products or services to be delivered faster than ever. And they have no qualms about switching to competitors.

At the same time, typical marketing tools are less effective than in years past. Products are not much different from each other, but pricing is quickly matched by competitors, advertising has become more expensive and less effective, and sales force costs are rising.

Compound those issues by consumers being constantly interrupted by thousands of marketing messages, making it easy for one message to get lost in the overwhelming clutter of communications.

So the question becomes, "How do you create, win, and dominate markets today and what does this mean in trade show terms?"

It means that you need to focus on the services both exhibitors and attendees perceive as valuable ... and deliver them with perpetually fresh appeal.

Our aurthor came up with marketing your wares through the 4 C's:

Customer Value
Customers are getting more and more value conscious. You must fulfill their expectations by constantly "thinking exhibitor" and "thinking attendee." You need to live and breathe for your customers -- they make your job possible.

Change
Is your show successful the way it is? Do you think you have the perfect formula that works? If you say yes, you might be heading for decline. Your team needs to fall in love with change. If you don't grow and change, you'll become stale, your competition will outdo you, and then your show will be history. Change, however, has to be in line with the essence of your show -- it needs to be relevant.

Convenience
How easy is it to do business with you? Are your systems user-friendly? Consider every piece from the exhibitor manuals to the registration desks at the show. What can be done to make participating in your shows a hassle-free experience? Consult your vendors, staff, exhibitor advisory committee, outside consultants, and even children for ideas and suggestions. Then try them out yourself. Ask yourself how favorite companies might solve your particular challenge.

Communication
Today's customers take functional features and benefits, product quality, and a positive brand image as a given. They want products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds. The degree to which a company is able to deliver a desirable customer experience -- and to use information technology, brands, and integrated communications and entertainment to do so -- will largely determine its success in the global marketplace of the new millennium."

The four 4Cs form the essence of a powerful marketing campaign that will elevate your show and organization to a higher level. Combine those important elements with a trade show exhibit display and you have a winning combination. That combination will include the following items: truss trade show exhibit, xpressions displays, backlit trade show displays, custom exhibit display, a custom carpet, or trade show furniture.