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Author: Tim Warren Article source: http://www.smartads.ca/. Used with author's permission.
The ropers at Annie Oakley's Real Western Dudette Ranch were all
riding high in the saddle. It was just before their first ecotourism and
adventure travel trade show in Chicago, and they just knew they would
rope in big sales.
Annie and her all-woman cowpoke staff were confident thousands of
American working women were just itchin to pay $1995 or more to learn
the fine art of cattle roping and bronco busting. Annie sent her two best
cowgirls; figurin' if they could handle cattle, they could sure rustle up
some sales. The cowgirls brought to the show a couple of hay bales, a
big sign with genuine spurs dangling from it, a table clear across the
front of their booth loaded with hundreds of small snapshots of the
cowpokes in action, a four-page story Annie had hand wrote to give out.
They wore their most trail-worn chaps and their fanciest boots.
Dang! Three days later, Annie's seasoned cowgirls left the show more
tired then after three-week cattle drive, ornery with their throats as dry as
dust. They had only four leads, and had made no sales. Annie was as
irritated as a stepped-on rattler; she had spent over $5,000. and was
sure it was the show promoter's fault her cowgirls were not more
successful.
Proper Tradeshow Strategies Yield More Leads & Sales
Annie is fictional, but the way she fell out of the saddle is not much
different than dozens of businesses I observe, and even some I have
consulted to. I don't let the ones under my reins keep going down the
desert trail that Annie followed. You can end up more like this fictional
company...
Tropical Bill's Eco-Amazon Windsurfing tours had not lost any clients to
Piranha during the first months of operation, and they were ready to
expand his small tour business through ecotourism and adventure travel
trade shows. Bill and his staff's goals at their first show were to raise
broad awareness for their unique trips to consumers as well as secure
travel agent representation.
An expert windsurfer, Tropical Bill had little experience with promotion,
sales and trade shows and knew that, like windsurfing, it was a learned
experience. He admitted his ignorance and assumed what I call
"beginner's mind."
Here's what Bill and his team did to improve the tradeshow results:
He sought out as much advice and information as he could.
Visited other tourism trade shows.
Took a workshop on trade show marketing and read all he could on
the subject.
His team created a solid plan on how to achieve their specific goals.
They called and sent out several mailings of personalized cards
and letters to key prospects before the show offering a show special.
They invested in a quality exhibit with easy-to-read graphics and
bold benefit-oriented marketing communications.
Learned how-to create powerful tradeshow booths that will grab
attention and SELL MORE by reading "Tourism Marketing Success"
http://www.AdventureBizSuccess.com/tourismmarketingbook.php
Bill role-played and practiced boothmanship with his most
knowledgeable and motivated team of four that were staffing the booth
at scheduled intervals.
Show management was excited about Tropical Bill's Windsurfing
Simulator and gave them excellent floor placement. A follow-up sales
letter was pre-printed and sent from the office to key prospects
immediately with several new color brochures. The preparation, booth,
staff activities, offers and prospect follow-up were all well executed.
Tropical Bill implemented many other strategies all covered in this
article, raised the flag to their existence, made numerous bookings,
established promising relationships with many travel agents, signed up
for representation by two large adventure travel wholesalers, and even
generated interest for a editorial story Outside Magazine.
Unlike Annie Oakleys' Dudette Ranch, Tropical Bill's Windsurfing
company was now on the map, generating some cash flow and filling its
sails with some powerful promotional winds. Bill could hardly wait for
their next show opportunity. Annie was last seen commiserating around
the campfire with her cowpokes.
Both outfitters knew that attendees at adventure and ecotourism travel
shows were their best markets. Both hoped to have some sales during
the show and create awareness for future bookings. Clearly different
attitudes and strategies yield different returns on investment. "Beginners
mind," planning, research, goals, and specific strategies make for happy
trails and high wind days. Don't reinvent the wheel. The resources you
need, like the Texas Rangers, are awaiting your request for assistance.
Show management and trade organizations are there to help with your
success. This show, like many others, will be both an industry trade
show filled with travel agents and media as well as motivated
consumers of adventure travel related products and services. Trade
shows are abundant fishing grounds; you just need the right equipment,
training and bait.
4 Strategies for Maximizing Exhibiting Results
1. Have a team-created plan. Unity provides more sales. Incorporate
your most knowledgeable and motivated staff from start to finish. When
the staff and owners share the same vision and agenda, achieving your
goals will be far easier.
2. Do pre-show mailings and phone invitations can triple attendance.
David Garfinkel and Jay Conrad Levinson in the soon to be released
book, "Guerrilla Direct-Mail Marketing" suggest to use multiple
personalized invitations promoting special offers redeemable only at
your booth.
3. Arrive a couple days before show. Tap into guaranteed opportunity.
There are unmatched opportunities to meet with media, establish sales
representation, and network with fellow adventure travel business
people. Share what has worked for you and help others. When the show
starts you'll be better prepared and rested then most.
4. Taking care of yourself will yield better results. Schedule your staff so
that everyone is smiling and well rested. Drink plenty of water. Eat well-
balanced meals for higher energy. Avoid alcohol at all times during
show. Wear comfortable shoes. Stretch your muscles while checking out
other exhibits.
In 2000, U.S. consumers spent more then $300 billion dollars for travel
related equipment, travel, lodging, and meals — and with hundreds of
outfitters like Annie Oakley and Amazon Bill's. All this just to have fun!
Proper trade show marketing can be a magical and fun part of your total
marketing plan. Since 1994, Tim Warren and Adventure Business Consultants, has
helped dozen's of outdoor tourism businesses and destinations just like
you with creating tradeshow strategies that help you standout from the
crowd and sell more trips and increase arrivals. Click Here For Free
Bimonthly E-zine - Tourism Marketing Business Success - News, tips,
tools and specials that you can use to increase your travel business
success. http://www.AdventureBizSuccess.com
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