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Sales Promotion And Publicity
Split Premiums: are also popularly used for trade shows, it occurs when half of the premium is mailed
to the prospect; the other half is given to the prospect after listening to the sales pitch at the booth. For
example, a company might send one cufflink or earring in the mail, with the second available at the
booth. Other popular forms of specialty advertising include premiums involving sports stars and other
celebrities. Another popular form of premium is something that will be used regularly like a bottle opener,
or a diary. A company in a trade show has cleverly combined its products and marketing message into
a NO SMOKING sign giveaway. Any premium used regularly by the recipient has greater value to both
the recipient and the marketing company.
The recipient appreciates the gift more, creating greater goodwill. The recipient also sees the marketing
message more, increasing the value to the marketer. Specialty advertising can be used in a number of
ways, not just at trade shows. Specialty advertising can include logo embossed merchandise given by
salespeople to prospects, included in direct response mailings, or distributed through other methods.
Specialty advertising is very popular in trade show marketing because of the ability of specialty advertising
to lure potential buyers to the booth.
MEASURING EXHIBITION PERFORMANCE
The success of an exhibition can be measured using the following methods:
- TRAFFIC COUNTS: at various times of the day, the number of visitors in the booth is
counted, then multiplied by a factor of time available to determine total visitors.
Simpler methods are to estimate the number of visitors based on the total number of
brochures given out, business collected and so on. - DIRECT MAIL REDEMPTION: the booth staff counts the number of direct mail pieces
redeemed or turned in at the booth. - ATTRACTION EFFICIENCY: is calculated by measuring the number of A leads as a
percentage of the total audience. Divide the number of qualified prospects by the total
visitors who meet the same profile. The number of total visitors can be received from the
show organizer. - TOTAL PRESS COVERAGE: it is calculated from number of interviews given, number of
visitors at press conference and press visitors at the booth. - ANECDOTES: the exhibit manager collects stories regarding which buyers came to the
booth and what happened during their visit, for example volume of sales at the trade show. - RECALL: post-show surveys by independent investigator ask visitors about which booths
they remember visiting. Like recall measures in advertising, recall measures examine how
memorable the booth experience was. (Stanton, 1981; Still, Cundiff, and Govoni, 1988)