October 2007 / Issue 16
Show Shakedown
Attracting Buyers to Global Pet Expo: Exhibitors Take Note!
Senior Vice President, APPMA
I live in a town where soccer rules. Kids start playing in the spring before they enter kindergarten and can play recreational soccer until they are 14. I coach my son's team which is made up of third and fourth graders. We play every Sunday and need at least nine players on the field. Since there are twelve kids on the team it shouldn't be a problem to get 75% of them to show up. I send out an email every Thursday asking parents to tell me if the kids will not be there on Sunday. Some parents don't respond so I don't know which kids will show up on any given Sunday. We play and the kids have fun, it's just that I never know what the lineup will be when I leave the house for the soccer field.
I have a similar relationship with Global Pet Expo buyers. I invite them to the show through direct mail, advertising, email and faxing. Those who register before the show get a badge in the mail followed by reminders to make sure they don't forget to come. Some come to the show and some don't.
We can tell buyers how important the show is. However, it is far more compelling if they hear from their suppliers that the show is worthwhile. This is where you, the exhibitors, come in.
We need your help to bring buyers to the show. Some of the things you can do are pretty easy. When you are talking to your customers, ask if they are coming to the show. If they aren't, tell them about the wonderful things you will be doing at the show that they need to see. You can also tell them that it is the largest show in the country and has more new products on display than any other show in the world. Oh yeah, San Diego is also a nice place to be in February. If you communicate with customers by email, change your signature to include something like, "Visit us in booth XXXX at Global Pet Expo in San Diego." You can also email registration information your customers. Click here http://globalpetexpo.org/buyer/registrationinfo.asp . On the left side tool bar click on "Email a Colleague" and the registration page is sent automatically.
Of course we don't expect you to do this all on your own; we can help you promote your participation in the show. Best of all, it is stuff we will give you for free from our Trade Show Marketing Kit, www.globalpetexpo.org/exhibitor/marketingkit.asp.
Customized Website Banner- We will create a custom banner for you that includes your booth number at the show. Add it to your website and announce to the world that you are showing your products at Global Pet Expo.
Personalized Buyer Brochures - Exhibitors can order buyer brochures to send to current and potential customers. We will print the brochure so that it is a personal invitation that includes your company name, booth number and website address. Order some brochures on line and let everyone know that you're exhibiting in Global Pet Expo.
Stickers and Postcards - If you don't want to mail a complete brochure, use these postcards and stickers. Write in your booth number and put the stickers on invoices, envelopes, faxes - anything that goes out to your customers. The postcards are an easy and affordable way to announce your participation in the show.
Invitation List - You can find more than 10,000 buyers from all over the world on the Global Pet Expo Invitation List. Sort the list by buying category or geographic location. It is a great place to find potential customers that you can invite to visit you at the Show.
Registrant List - Want to be a little more targeted with your direct mail? For the first time this year you can download a list of only those buyers who have registered to attend the show.
Please remember, all of these things are free to Global Pet Expo exhibitors as part of the Trade Show Marketing Kit. We think we have a pretty awesome show and we hope that you will help us spread the word. And if you have any suggestions on how to get parents to respond to a soccer coach's emails, please let me know.
If you have any questions about this or anything else related to Global Pet Expo, please contact me at Andy@appma.org or 203-532-3606.