Attn: Shelter Exhibitor
“ Increase Your Response, Leads & Your ROI from Shelter Exhibition by at least 2 to 5 Times
Presenting 3 Way Exhibition Marketing Plan
Nashik
20th November, 2019
2:13 PM
Dear Sir,
As you can see, I have attached a magnifying glass at the top of this letter.
I’m doing this for two reasons: This is the most important letter you will ever read about Exhibition Marketing & I needed some way to make sure this letter would catch your attention. So used this glass as an attention grabbing device.
Secondly, this magnifying glass is a symbolic representation of what you need to do in Shelter Exhibition that is coming next month. Just like we use magnifying glass to FIND that specific thing, in Exhibition, we must FIND those Prospective Buyers among the thousand visitors visiting your exhibit.
As you are aware that Next Month Shelter Exhibition is organized by your association. & If you are planning to take part in it, then this letter would do two things for you –
1. It could save you thousands of Rupees &/or
2. It could make you Lacs of rupees MORE.
I am talking about getting the most out of this exhibition. I want you get your investment returned many times over. So read on for the profit.
( If you are taking part in the exhibition then you MUST read this. If you are not taking part, then maybe after reading this letter you will change your mind.)
So let us start with understanding the main points in taking part in the exhibitions, which 99.9 % people do not understand.
3 main aspects to get the maximum returns from the exhibition
The 3 main aspects which we are going to focus are –
1.Pre exhibition marketing – before the exhibition starts
2.In-exhibition marketing – when the exhibition is going on
3.Post exhibition marketing-after the exhibition
Believe me, 99.9 % of other ALL exhibitors/participants are going to do the marketing in the exact same way.
They are not going to think about attacking the visitors or customers in all 3 ways. They are going to concentrate only on 2.In –exhibition & few of them will do 3.Post exhibition- but not effectively. The key word is effectiveness. & they are not going to do it in the way I am suggesting for you.
If you want your stall & your investment to be profitable, then you must do the marketing the way I’m talking about. If you want to make any sales or generate good, qualified leads from this shelter 2014, then you must market in all the 3 ways.
I guarantee that with my kind of marketing you will get minimum 2 to 5 times more results. That is 200 – 500 % more results from the same investment, from the same time, from the same efforts! Think about it.
Now you have good idea about the 3 main marketing aspects. So let’s see what is the need for doing all this.
There are two sides of the successful exhibition. Exhibitors spend most of their time & money on the wrong side of the equation.
One side is – Hardware & Second is software
Here is the difference between both of these.
Hardware Software
· Space Rental Pre Show Marketing
· Design Of Stall In Show Marketing
· Construction Of The Stall Post Show Marketing
· No. Of Days Staff People Quality
· Timing Of The Show Sales Material
· Display Follow-Up System
Now, which side will give you maximum returns on your investment?
The software side, of course. Yet which side do the typical 99.9 % exhibitors spend more money, spend more time, & spend more efforts on? The hardware side.
Don’t you think something is wrong here?
I want you to concentrate on the software side ALSO. Because I wan you to get maximum returns on your investment. I can show you how to do it. & that is the very reason I am writing this letter to you.
It is needed, because exhibitions are different than normal situations. How? Let’s see.
Why the exhibitions are different than the normal business situations?
You must understand that exhibitions are NOT the same type of sales environments most of your people are used to. Let me point out few of the differences –
· You aren’t going to someone’s office or place of business. They are coming to you- but not as you meet them in your office. The comfort level, the confidence level is very high in your office. Not in the show.
· In Your Office you know they will go to your competition, but not in the next office. In exhibition this happens. They are immediately going to various competitors of yours.
· In exhibitions, your competitors are next to your stall, before your stall, behind your stall, in front of your stall. This is very rare situation. Your staff must be able to differentiate your properties from others.
· Typically, your staff will meet with one person at a time in normal selling situations. Even when they are coming together- the whole family- but they represent one entity. At show it is not that way. They come 1, 2, and 5,9,15 at a time. Your staff must be able to separate them so that they can give proper attention to the genuine prospects.
· Normally, your staff get 30 minutes – 60 minutes or more to interact with the prospects. At the exhibition your people may get maybe 5-7 minutes. And they have to generate enough interest among the people during that time.
· Your staff gets undivided attention in normal meetings. But not at exhibitions. The attentions span of the prospect is very small. And in that time he is looking at the stall next to you or in front of you.
There are many more differences, but I think you get the point – working at the exhibitions is very different.
Yet vast numbers of people, who are at the stalls, never get proper knowledge about how to do these things. Isn’t it strange?
Although this is not enough. Because merely understanding is not enough. You may be knowing all these things already. But still you may not be able to do many of these, simply because there are some things, some hurdles which needs to be removed.
I call them Exhibition Hurdles. I have listed 7 most important of them here. See how many of them are stopping you from achieving the maximum success.
Exhibitor Hurdles
Why do many exhibitors fail in getting the maximum returns from their participation? There are some hurdles for that. We shall discuss the most important of them, here.
Exhibitor Hurdle 1. Failure to understand that it should be 3 way approach to the trade shows
The 3 ways are-
1. Before the exhibition
2. In the exhibition
3. After the exhibition
Many people use only one approach.
Exhibitor Hurdle 2. The owner’s or the top management’s attitude
They approach the shows as necessary evil. If we don’t exhibit, our absence will speak louder than our presence. So they want to participate. This, must not happen- cause you, may meet 10 qualified buyers which could be very beneficial for you.
Exhibitor Hurdle 3. The staff people are not trained/educated about how to work at the exhibition stall
It makes perfect & logical sense to look for qualified prospects. Unfortunately, many of us have grown up in “ the traffic is the key” mentality regarding the shows. We think that, if the people come into our stall, & act interested, then they must be very good prospect! But that is not the case.
By educating/training our staff on how to handle these Top leads & how to qualify them can really push your success level to the top.
Exhibitor Hurdle 4. Owners & management do not held salespeople responsible for following up the leads.
Sales executive simply get away with the poor follow-up cause there aren’t any consequences for failing to do so. And they are not held accountable for this.
Exhibitor Hurdle 5. Confusing “busyness” with “effectiveness”
There are leads & then are leads. When we ask the participants, they say they are looking for leads. Yet the vast majority don’t know EXACTLY how many leads they are looking for! So they design their booth/stall just to attract as many people as possible.
Exhibitor Hurdle 6. Failure to understand that trade shows are not just another marketing tool, they are a potential combination of EVERY marketing tool.
You can use direct mail, telemarketing, trade ads, bill boards, face to face encounters & many others to promote your existence at booth/stall. Yet how many participants use this?
Exhibitor Hurdle 7. Same sales material as everybody else’
The visitor can’t distinguish your material from others if you cover up your name . cause basically there is no difference in the sales literature.
Avoid these hurdles & you will get the maximum returns form your stalls.
Once you have done all the things upto this point, you will be ready for the giant success from Shelter Exhibition. Just remember that your sales staff Is the key to this success. So as a bonus I am giving you the 7 Step Formula for your staff people. If they use it, then your success is confirmed.
7 Step Formula to guarantee you success
Simple 7 step formula for your people to follow at the stall – which guarantee the success.
1. Make eye-contact & smile
2. Greet & welcome each & every person
3. Ask the qualifying questions & then qualify them
4. Get contact information from them
5. Then give them the info or presentation
6. Secure an appointment for next few days
7. Thank that person while leaving
The good news is that this is not rocket science –understanding or teaching your staff about how to maximize the returns from the exhibitions?
The better news is that your people can learn these things in very short period – 6-8 hours, when taught properly. This way chances of your success dramatically increases. Because so many other people/ exhibitors don’t know & don’t do the things the way you will be doing. So you’ll be having tremendous advantage over others.
The best news is that you can do this for your people - with me; I will be doing all this for you.
I specialize in getting the maximum returns from the marketing activities. &
Specially For Shelter Exhibition ,
I Have Prepared A 3 Way Marketing Plan To Help You In Getting 2 – 5 Time The Results From The Same Investment, Guaranteed.
I guarantee that this approach shall increase your response/results minimum by 100 % to 500 %. From whatever you’ve got from the previous exhibitions.
Simply put –
· If in the last exhibition you got 100 enquiries, this time you will get 200 – 300 enquiries
· Last time if you got 5 sales, this time you’ll get 10 – 15 sales.
& If this doesn’t happen then I shall return all the money you gave to me. That’smy guarantee.
So what exactly I shall do for you?
I shall be doing many things for you. Some of them are listed below -
Activities to be done before the exhibition
· Actual training for your staff
· Designing sales literature
· Preparing Pre Exhibition Marketing Campaigns
Activities to be done during the exhibition
· Sales training for your sales staff- who are going to be at the stall
· What to say FIRST, when someone comes to your stall
· How to get the information from your visitors
· What to say when they are leaving
· The best way to give the information to the people
· How to qualify your customers
· How to show the model
· How to separate good enquiries from the bad ones
· How to give the presentation
· What to ask before showing them the plans
· How to use your sales literature
After the exhibition –
· How to do the follow-up
· The complete follow-system
· Various Medias to use
· Telecalling
· Letters campaign
· How to invite them to see the properties
· How to show the actual property
Are you interested now?
Be frank with yourself. Because once you commit achieving above things, then you’ve to take action, you’ve to put your time efforts & money into it. You’ll have to invest for my services also.
So if you want to get 2 – 5 times the results from Shelter Exhibition, then you must agree for the following –
· Your properties must be quality construction
· You are ready to put in time, money & efforts
· You are ready to train your staff
· You have the desire to sell more properties than the last exhibition
· You are ready to pay my fees upfront, before we start work
· You understand & agree that I shall be working with 6 other exhibitors ( total 7 including you) – but be assured about my integrity. That is the thing I do not compromise.
You may be wondering how much this will cost you. Actually it won’t cost you anything. Because it’s a win-win formula for you.
You see, my normal charges for the kind of work I am offering to do for you are bit high. I routinely charge my clients in the range of Rs 27,500 to Rs 67,500 per month + % of the additional profit generated. Normally I work with the clients for 6 months & more.
What I am proposing for you is the work of minimum work of 3 months – condensed in 1 month.
So I should charge you Rs 52,500 for the total + profits. But since this is the first time you are being exposed to my kind of marketing, I am offering you much better terms.
You don’t have to pay me my 3 months fees – Rs 82,500
You don’t have to pay me the additional profits
For the first 7 Shelter Participants, I am offering my services for JUST Rs 29,700/- for the total work i.e Pre show, In show & After Show.
PLUS
To sweeten this for you, I’ll offer
1 Month’s Digital Marketing – Absolutely FREE!
(Value = Rs 27,500 minimum)
This is really bargain for you –
You get Exhibition Marketing Staff Training
You get Exhibition marketing Consulting
You get Exhibition Follow-up System
& You get 1 month’s Digital marketing – FREE!
All this for just Rs 29,700.
You may ask – why I am offering my services for just 1/3rd of normal charges. There are 3 reasons for that –
1. I am confident that I shall produce great results for you. If that happens, then you shall hire me for much longer period at my normal charges.
2. I really want you to get the maximum out of this exhibition.
Also, your amount is protected with
My Insane “ Grow Your Business Or Get Your 100 % money Back Guarantee”
That’s why there is no way you can lose on this deal.
So if these things are acceptable to you, then call me immediately on my phone – 9822545922 for the meeting. We shall have this meeting, & then we’ll start working immediately.
The only thing is you better hurry. Cause the time is very short for the exhibition. So we must use it wisely & optimally. Also if you are not among the first 7 exhibitors who call me, then I won’t be able to work with you. So to avoid that happening, call me immediately.
Yours truly,
Rajesh Gurule
Consultant. Coach. Trainer.
Ph – 9822545922
P.S. - Anyway, you are already investing Rs 1,00,000 to Rs 10,00,000 in this exhibition. So adding Rs 29,700 additional won’t make much difference - especially when I am guaranteeing the returns.
P.P.S. – I wish you good luck either way –if you chose to use my ideas or not. I wish you total success in your exhibition.
P.P.P.S. – I have various Training Programs for Sales Staff & Business Owners. You can check those at www.RajeshGurule.com.
Disclaimer
1. Shelter Exhibition is the term of Exhibition used by Nashik CREDAI Association. We are using it for easy understanding purposes.
3. The info contained in this envelope is for information & marketing purpose only. It is by no means a judgment or assessment of your firm, company or business in any way. Your business may not need this at all.
In that case, if you do not wish to read, pl discard this. Thanks. Rajesh Gurule.
