Handled correctly, on their own events can be more effective than social media, digital marketing, print ads, radio or any other form of traditional advertising because we live in a world of experiential marketing.
Home Shows can be very cost effective by consolidating your marketing strategy in one focused promotion, rather than scattering your advertising budget over a multitude of untargeted media.
In addition Show organisers spend thousands of dollars on marketing over a very short period of time, and their budgets would generally outstrip most individual companies, so you can take full advantage of this collective marketing without directly bearing the huge costs.
People use their senses and if you limit your spread just to digital marketing ask yourself this question:
“How will your clients be able to tell if your products or services represent quality (comfortable, warm, sharp, cold, efficient)?”
How can they genuinely judge quality if they can’t touch or smell; open and close kitchen cupboards and drawers; hold a bathroom tap in their hand; see whether their feet reach the ground when they sit on a lounge suite; if they are the colour or texture they want; if a bed will provide the comfort they are looking for and finally, and most importantly, can they trust the person they’re dealing with.
If you are considering exhibiting, it is essential that you understand what marketing at a home show is all about.
Passive Marketing
Where clients may not necessarily be looking for your product or service (Print media, radio, websites, digital marketing).
Directive Marketing
Where clients are actively in the market specifically looking for products or services (e.g. Search engines, Yellow Pages, Showrooms).
Home shows are directive marketing with the opportunity of clients who have a passive interest, the majority of visitors are there for a specific reason (not just to fill in a few spare hours of their day).
They want to talk to a real person and use all their senses to experience your product or service.
Experiential Marketing
Show visitors may not have ever experienced a brand like yours before, when they meet you at an event, they connect with a real person and yours will be the first brand they go to when needing a product/service in your field.
Companies utilising experiential marketing understand nearly every customer will appreciate interacting face-to-face with brands that interest them. It is in those moments attention is captured, connections are made and in the long run gets them much closer to sealing the deal.
Shopping malls and stores manipulate their customers senses to increase profitability.
You have a choice or popping into a local store for a specific product or take the time to ‘experience’ a shopping mall with the associated entertainment, design and environmental elements.
They create environments that smell, taste, look, sound & feel good.
Successful supermarkets do not just happen – they are a controlled environment, they are planned, designed & monitored every step of the way by skilled specialists.
Bar codes & computer technology ensure that every purchase is recorded, and the positions of the products can be changed, and the impact noted on a daily (or hourly) basis.
The route customers take around a supermarket determines what they buy, they have what they call ‘prime real estate’ within their stores.
Eye-level shelves are reserved for products which represent the best value or profit margin to the store.
Before you even collect your shopping cart your movements are being controlled. Those pesky bins & obstacles are there for a reason – to slow down the flow and to keep you on a particular track.
Even to the very last detail where they strategically place those tempting products to encourage impulse buying at the checkout where they know customers will have time on their hands to browse while they wait their turn.
You can apply the same basic principles to your stand at a home show
Not all Shows are Created Equal
Do the research – home shows represent a cooperative marketing opportunity, they are a partnership and as with any partnership you want to ensure you are associating your brand with like minded businesses.
Visitors to a Show are not the only opportunity you have to do business. Networking at well run home shows is a major part of securing even more business. If you are surrounded by complimentary companies, you should spend time with fellow exhibitors.
You should invite your existing or potential clients and trade associates to view your display – if you are attending a quality home show with good brands and every exhibitor reaches out to their clients in the same way, everyone benefits (like attracts like).
You need to ask – “How am I going to get the maximum return for my effort?”
Large visitor numbers don’t always equate to big sales returns. You are better to spend your time with a smaller number of highly targeted potential clients who will convert to a genuine sale than to miss that opportunity while you hand out balloons or lollies to people who are just there for a day out.
Don’t get too focused on the visitor numbers, it’s the quality you need.
You need to know who your immediate neighbours are, the market the Show is targeting, the focus of the Show and, if possible, the % of visitors they have attracted in the past to your particular product or service.
Training is the key to success
At Home & Lifestyle we provide a comprehensive Training Manual and offer free one-on-one sessions with our exhibitors to ensure they get the maximum value from our event. We cover everything from stand display, staff training, goal setting and pre-show promotion through to how to capture and follow up on business – make sure you ask for that support from your Show organiser.
Many Home & Lifestyle exhibitors will use our Show to secure a full years’ worth of business – that is the ultimate goal.
Home shows can be exciting, filled with opportunities and extremely exhausting however the Show organisers are just ‘facilitators’. The rewards are down to you so make sure you are well informed, organised and prepared to maximise what they have to offer.
Profile your business and share your expertise at the Seminar Programme
Seminars run from 10.30am to 3.30pm daily with a presentation every half an hour.
The seminars are hugely successful and provide prospects, who having offered 20-25 mins of their time to sit and listen to your topic, are generally very ‘hot’ leads.
The most popular seminars are educational, informative and entertaining (rather than purely product or service driven) however you do have plenty of time to promote your business and expertise in your field.
There are many benefits of presenting at the seminars including extensive marketing in digital campaigns, web sites, display posters etc. Public perception is that presenting companies are industry experts and really know their stuff!
To maximise on this opportunity please express your interest and confirm early which will enable us to fully promote your presentation.
We can offer you:
- One daily seminar position.
- Each seminar runs for 20 minutes (with an additional 5 minutes for Q&A’s).
- Use of all the IT equipment.
- Seating for 30-40 attendees
- We provide a staff member to help our sponsors and to manage the seminar area.
- Your logo and seminar description in timetables throughout the venue and within the pre-show marketing initiatives (Show Guide, website etc).
What we need from you:
- A topic headline (4 to 6 words)
- Topic description (20 – 30 words)
- Name of presenter
- A hi-res copy of your logo
- Training & Tips
If you are new to speaking we are happy to provide some guidance and tips. We will be running a training evening in the lead up to the Show and can meet with you to discuss your questions further.
