For the Exhibitor:

Ever wonder why people truly attend trade shows? For some, it may be a requirement of their job. For others it might be to make solid industry connections. For most, however, it’s to see what’s new. Whether it’s the latest innovative idea or product, attendees want to go back to their office and to their clients with the truly “unique”. As an exhibitor at a show, how do you then decide what to showcase?

Here are a few tips: Bring merchandise or materials that will allow the attendee to get a good indication of what your business is about in a short amount of time (i.e., as they are walking by on the show floor). You have a very limited interval to grab your audience’s attention (about 30 seconds). In addition, think about your most popular and/or best product or offering. The old “stand-bys” should definitely be featured. Lastly, think about the audience you are exhibiting to. What are their greatest challenges or goals? Products or services that can help your prospects reach their goals or address their challenges should be well presented.

What’s the Biggest Mistake an Exhibitor can make?

Not having a follow up system in place BEFORE you exhibit. Follow-up can occur in many ways and can fit within any budget. Have you attended a tradeshow where a potential vendor or industry partner promised to get back to you with information and never followed through? Do you think you’d be inclined to do business with that company if they finally decided to call several months later? Have a lead “collection” process established and set realistic and measurable goals for after the show. The follow up process can start simply by sending a thank you card to everyone that stopped by your booth.

To Give Away or Not to Give Away……

After realizing the overall expense of exhibiting at a show (travel costs, booth space, your time away from the office, etc.) is there anything left in the budget for you to be remembered? This question comes up a lot. The best approach for this is to have an overall trade show plan for the year. Determine what you can afford, in terms of total expenditure, and then break that number down into smaller increments such as:

1. What you need to order in terms of supplies (business cards, a booth, signage, etc.).
2. Total travel expense (hotels, airfare, meals).
3. Salaries (will someone from your company need to come with you to do the show or can you manage it by yourself?).
4. Giveaway items (handing out items to further enhance your brand/identity).

Giveaways are often the most forgotten item when preparing for a show. With good planning however, promotional products not only help generate booth traffic but also enhance relationships and reinforce your message or brand. When contemplating what to give, be thoughtful about your target audience. If you are going for long term visibility and increased awareness in the marketplace, choose a more economical item such as a pen that can be distributed to everyone that stops by the booth. If you want to be more selective and only give to those that you have engaged in conversation, provide an item that they will use frequently and sincerely appreciate.

 

For the Attendee:

If you are planning on attending a large show, make sure to create a schedule ahead of time. Print a list of exhibitors, note their booth numbers and visit those booths that you will benefit the most from. Come with a list of prepared questions or specific projects that you would like to review and discuss. If you really want to maximize your experience at a show, here’s an idea on how to stand out from the crowd and engage the exhibitors. If your budget allows, print an “informational postcard” about your company – what your needs are, your contact information and the best time and way to reach you. Your information won’t be lost among the other 2” x 3” business cards collected and  when you are very specific you will surely yield results.

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For more information and marketing ideas, contact:

Stay Visible, LLC

http://www.stayvisible.com/

888-746-2111

 

When you go to Google and search say “Fulfillment Services” you will find there are a large number of fulfillment companies out there.  Look long enough and many start looking and sounding similar.  Here are some things to think about and consider on your path to finding the perfect fulfillment partner.

1. Fulfillment Focus – There are many many fulfillment companies out there and their fulfillment focus can vary greatly.  Look for a fulfillment partner whose focus is what your needs will be.  There are fulfillment companies whose focus is in printed materials, very large marketing mailings, B2B or B2C.  Retaining the services of a company whose focus is related to your needs will help in your success.
2. Technology – We live in a new technology age for sure.  Information and technology drives everything to be more efficient, convenient, faster and streamlined.  Looking for a company that is not only up to date but more importantly willing to work with you to come up with solutions to keep your orders moving is important.   Finding a partner that has the resources and ability to be flexible within their technology maybe something you will want to put high on your consideration list.
3. Location, Location, Location – The location of your fulfillment house may or may not matter, though you may want to think about it if your products are sold only regionally or if your products are very heavy. Another consideration may be that you would have need to view or periodically you or your sales force may need to pick inventory up.  Other factors may include a state’s tax law on fulfillment services or the locations relationship to incoming ports if your products are imported.
4. Size Matters – The size of your fulfillment company could matter.  Your daily volume may require a company with a large staff or possibly your inventory is very large and lots of warehouse space is required.  Maybe you are just starting out and need a company that can help you through the process, give you the attention you need to succeed and then grow with you.  A smaller company may be better suited to working within your present systems.  Either way there is probably a properly sized fulfillment company to fit your needs.
5. Cost – seems obvious enough and is ultimately a major consideration.  Look fro quotes that are transparent and straight forward as possible – watch out for buried extra costs.  Make sure given quotes let you calculate your per order costs easily.
6. Personality – yes it is business and bottle line we are in business to make money but having partners that you feel comfortable with is an advantage.  Choose a company you feel you can develop a good working relationship with, one you will be comfortable with approaching should an issue arise and one that is receptive as well.  We all work hard to make our businesses successful – might as well enjoy the ride as best you can.

The Challenge:

In early 2008, client Pepsi Cola asked The Fulfillment Company (TFC) to consider ways for their products to be ordered via an online system that would communicate with TFC’s inventory and order management system. Unfortunately, TFC’s system was not easily customizable, and it had been eight years since an update had been purchased. Furthermore, TFC’s servers and work stations were more than 10 years old.

“Pepsi came to us and asked if we could create an online system that would distribute the Innovations products we ship for them,” Owner Tucker Roveto says. “The system should be secure, including a user login and password, especially since these products are brand new and not in the market yet. They wanted the users to log on and choose the sample products al la carte, allowing them to choose their own amounts.”

Before this request, Pepsi’s products were distributed by communicating an order form needing to be completed by hand and faxed to TFC. It would the need to be entered into TFC’s system to generate packing slips. The order forms only allowed the ordering of a set amount (6 per unit). Also the system needed to collect additional information.

The Solution:

To meet Pepsi’s request, TFC installed Pro-Mail® software in March 2008. In late May, TFC converted and launched using Pro-Mail, giving its largest client, Pepsi Cola Innovations, the solution it needed.

“Being our customer means being part of our family,” Tucker says. Each of us at TFC takes great pride in and care for their roles here. We are a proactive group always looking for ways to improve what we do for our clients while always providing a high level of customer service. We think of ourselves as their partners and work towards their success, making them look good in their client’s eyes. Therefore, when Pepsi Cola Innovations came to us with their request, we moved a year earlier than planned to upgrade our systems.”

Pro-Mail made it possible for TFC to meet and exceed Pepsi Innovation’s request, and as a result, TFC has become integral to Pepsi fulfillment needs... Pro-Mail had to make changes to accommodate the billing code. Each location is assigned a billing code and is invoiced for the product and shipping costs when ordering new product samples, which mostly come from the Pepsi Cola bottlers who make and distribute the products for their surrounding areas.

With the installation of Pro-Mail and the new upgrades, TFC’s services are now tied to strong computer technology that allows our clients options for running their business. Additionally, the new system allows clients greater control. In addition to Pepsi Innovations, the switch to Pro-Mail has benefited some of our other clients very well. Specifically by allowing them the ability to log on and see their inventory levels or get tracking information for current orders. Also we are helping another client increase their online sales activity by integrating their site with the Pro-Mail shopping cart.

The Results:

“We needed a system that allowed the world outside access to their inventory, control over ordering and access to all types of information including tracking numbers for outbound orders,” Roveto says. “We wanted something that would work for a variety of clients, small and large, and allowed for each client to have the flexibility to meet their needs. We wanted to be able to impress new clients with all these things to help us win their business. We wanted to look like we truly we up with the times. Pro-Mail does all this.”

Pro-Mail offers TFC’s clients online capabilities that meet their client’s needs. It offers the ability for their clients to login and track orders or review their inventory 24/7 as well as a level of customization, such as being able to add our clients logos to the packing slips.

“We are about solutions,” Denise Lunden, President, Software Marketing Associates, says. “Each and every day our focus is on our client’s success. We understand the dynamic nature of the fulfillment and direct mail industries. To this end we continually enhance our software products and provide superior customer service. We have the tools to help clients such as TFC to grow their business while providing the level of service they expect at an affordable price.”

In addition to the features that Pro-Mail added to TFC’s fulfillment capabilities and services, Pro-Mail freed-up employee time and has already allowed TFC to add clients without having to add employees.

“Pro-Mail adds an element of sophisticated technology that helps attract new business.” Roveto says. “We can process more orders now with fewer employees, and our clients see savings when they take advantage of entering their own orders.”

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Company: Software Marketing Associates, Inc. in Rocky Hill, CT

Contact: Denise Lunden, President 

Industry: The pro-mail® system is designed specifically for organizations that provide direct marketing and fulfillment services.

Related Links: http://ww2.sma-promail.com/index.htm