Exhibit!: The SME's Guide to Using Exhibitions to Grow Your Business - Brossura

Humberstone, Fiona

Brossura

ISBN 10: 095645450X ISBN 13: 9780956454508

Casa editrice: Flourish Publishing, 2010

Riassunto

Are you one of the tens of thousands of small businesses who pour time and money into an exhibition only to walk away with nothing?

Discover the commonsense secrets to getting more out of your next exhibition.

This is a hands-on book that guides you through the process of:
Selecting an exhibition that will work for your business
Reading a floorplan
Understanding how visitor traffic flows around the show and how to use that when planning your stand
How to create posters with impact
The top twelve reasons that most people fail to gain business from exhibitions
Creating a communication plan that will bring you business for months to come
Setting up a competition that will bring you lots of the right sort of leads (tip: it's not about giving away a bottle of champagne!)
Using Key Performance Indicators to measure your success

Su questo libro

Recensione

I have to admit that exhibiting is not usually in my top 5 marketing recommendations for most of my clients. They can be costly, a waste of time and demotivating when you compare yourself to the "big players" who exhibit with flash, expensive stands.

But in this book, Exhibit! Fiona takes you through all the essential steps to ensure your exhibition could actually be one the most effective marketing strategies you take this year. Getting in front of potential clients is critical to the majority of businesses today - big and small. And if you are considering in investing in an exhibition then I have to say this is an absolute "must-read" to make sure the money you spend results in paying clients. --Karen Skidmore, 2009

What a read! Practical, honest, easy to follow advice about exhibitions.

`Exhibit!' really guides you step by step on how to get the most out of exhibiting.
All the information comes directly from Fiona who has hands on experience
and knows what it takes to be successful and make exhibitions one of the most important
decisions you make to grow and sustain your business.

You must read this book if you have exhibited, visited or just a vague thought in your head -
because it really will change your mind and focus on whats important.

Well done Fiona, looking forward to book 2! --James Webster

We doubled our sales this year at the Designer Wedding Show in February, and the marketing advice that Fiona and Caroline gave me definitely contributed to this. --Clare Yarwood-White

L'autore

Fiona Humberstone runs Flourish, a successful graphic design and marketing company based in Guildford. She works with many small businesses and her experiences inspired her to write this book.

"When I started my business in 2005 I faced a challenge many start-ups face: great product, no clients and a chunky mortgage to pay. A truly terrifying combination!

Although I'd worked in the industry for several years, I hadn't been client facing for some time, so I brought no contacts with me and had no real potential for gaining any customers quickly.

I was operating from a serviced office in the centre of Guildford that, whilst central, was pretty invisible. So the chances of gaining passing trade were zero.

I needed to find a way of building up my business, and fast!

On my second day as my own boss, I exhibited at a local business-to-business event. By the end of the day I had captured around 100 leads. Over the following days, weeks and months I called, emailed and wrote to these leads, and within a year had converted almost 70% of those into paying customers.

Those 70 new customers told their friends about my business, who told their friends, and soon we had more work than we knew what to do with. Despite working just four days a week, I became one of the fastest growing start-up printing.com franchises.

I put that success down to a combination of gaining a large number of leads in just one day, and delivering a fantastic product and service.

I still believe that if I hadn't exhibited at that June exhibition, my business would not have taken off as rapidly as it did.

Sure, the business growth would not have happened if we hadn't had an attractive product at a price that people were prepared to pay. If we hadn't delivered exceptional service and great design I doubt that we would have been recommended. But five years on, I cannot think of a more cost-effective way of gaining a large number of quality leads that quickly.

As my business has grown, I have attended many more exhibitions. And over the years I've developed a process that has enabled me to make exhibitions one of the most profitable tools of my marketing strategy.

It's a process that enables me to maximise my brand exposure, gain high numbers of quality leads, and convert a high percentage of these into paying customers.

And now I want to show you how it can do the same for your business."

Dettagli dell'edizione

• Editore: Flourish Publishing
• Data di pubblicazione: 2010
• Lingua: Inglese
• ISBN 10: 095645450X
• ISBN 13: 9780956454508
• Rilegatura: Copertina flessibile
• Numero di pagine: 180
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile