Nimlok Tradepoints:
Defining Your Promotional Plan

The best preshow promotions are multiple, distinct programs aimed at various target visitors. Most companies target the following mixture of visitors:

Key customers:

This extremely important group of existing customers provides most of your business. The good old 80/20 rule usually applies here: 80 percent of your business comes from this 20 percent of your customers.

Other customers:

This group already buys from you but they don't give you all their business, which means you have the opportunity to gain more of their business.

Prospects:

This group of people is on your priority list and it is just a matter of time (you hope) before they decide to buy from you.

Other good prospects:

You would dearly love to sell to these people if only you had the time to devote to them.

Realize that a one-size-fits-all marketing plan won't work. You have to look at each target group and decide how best to communicate your message to them.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com