We provide services
such as:

• Newsletters
• Website text
• Publication Writing/Design
• Brochures, Sales Reports
• Direct Mail Packaging & Distribution
• Magazine writing and design

Printed or electronic?
What’s the verdict?
To read – click here

The economics of print
To read – click here

Are you aware of your business’s
most valuable asset?
To read – click here

Frequently asked Questions
about newsletters
To read – click here

25 Key Benefits using Customer Relationship Newsletters
To read – click here

Expos: a fantastic tool that gets
better results
To read – click here

Field Days and Exhibitions – they’re expensive and they require a fair degree of organising to set up and have the stand manned for a few days.

 Many businesses find them difficult to justify in terms of return on investment but they can be an excellent means of promoting a business, when done well.

One of the most useful tools to helping Expo and Field Day participation work is a newsletter.  Here’s how….

There’s usually several reasons for participating in an Expo or Field Day:

1. For maintaining contact with clients

Expos and Field Days are great for renewing contact with existing clients.

It’s best not to take a chance that your clients will be there but to tell them you’re attending, what you’ll be displaying at your stand and invite them to call because you’d enjoy catching up with them.

If you’re participating simply to maintain contact, a newsletter is ideal for encouraging your clients to visit you. It’s better than a letter or invitation because it gives you far more space to tell people what you’ll have at your stand and show pictures of new products to build interest.

2. For obtaining leads of potential new clients to create sales

If you’re hoping to obtain leads for future sales, the best avenue to gold is to obtain the names of the people who show an interest in your products/service so they can be followed up after the event.

Essentially you can  

• Merely hand out a brochure and hope that the people who took one will be sufficiently pro-active to follow you up and a sale will happen that way.

Or   

• you can create a way whereby people will be happy to give you their names.

Most exhibitors merely hand out a brochure – and maybe obtain the names of 1 or 2 people really hot to buy – if their luck is in. The reality is that within a few weeks most brochures will have been forgotten and most exhibitors will be left wondering if the dollar results can really justify the effort and cost of participation.

Studies show that most exhibitors fail to achieve anywhere near the sales levels that the opportunity of exhibiting provides – mainly because they have very few mechanisms in place to build the relationship with the prospect. In fact, because of this, exhibitions and field days are rated as one of the most expensive means of making contact.

And this is where a newsletter comes in.

A newsletter is an excellent way of being pro-active in collecting qualified leads at an Expo:

With a newsletter it’s so simple to qualify people and get their names for follow–up. All you do with people who show interest in your products/services, is to offer to keep them updated with your newsletter. 

You give them a copy of your newsletter, explaining it’s part of your service to keep people informed on developments, new releases, and that it gives regular tips and advice on how to maximise efficiencies. 

You then ask them if they’d like to be on your mailing list to receive it.

You would be amazed at how many people are happy to sign up to be kept informed. Because it’s free and non-threatening there’s rarely reluctance to give details.

And if the person says “no thanks – I wouldn’t be interested” – great – you’ve just qualified them as a ‘non-prospect’. You don’t want to waste time and money in communicating with ‘non-prospects’.

It’s so simple. You will be amazed at what an excellent tool a newsletter can be to ensuring your expo participation is far more profitable!

What next?

Now that your newsletter has helped you to get the names of people who are interested enough in your product or service to be on your mailing list you can keep in touch with them via further newsletters – and maybe you could simply follow up with a phone call to see if they’re ready to buy.

Some prospects will be ready to buy – most will need a longer nurturing time. – and here’s something you might find interesting…

Research has found:

• Most enquirers don't buy immediately but they do buy eventually - 
  if contact is maintained.
  
  
• An in-depth study of 40,000 inquiries generated by a variety of different promotional activities found 6 months after inquiring; just 23% of the subjects had bought the product or service, from the promoter or a competitor. An additional 67% indicated they still intended to buy, and 47% bought in a year or more.

The research demonstrates just how important it is to have ongoing contact.

One of the world’s great marketing legends, Jay Abraham says that in today’s marketing there’s a far greater need for ‘relationship marketing’ to show you’re keen to help and advise people.

He says: “Despite people having greater choice in today’s markets they’re actually feeling less secure, less trusting, less independent, more bombarded,more wary of being ripped-off and more hesitant about making decisions for themselves and this means... They want to be looked after – almost nurtured without being sold to. 

And… The more you get into the heads of your target audience through giving them what they need, the easier it becomes to get their business”. 

And that again is the role of  your newsletter!

By providing useful, interesting information on your products and services – developed in the right manner – you can not only increase your visibility after the Expo with your prospects but educate them further, build goodwill and encourage them to make contact with you.

A survey by Standard & Poors of 4,000 people receiving newsletters written to specifically target the interests of a particular demographic found the following:

• 92% of recipients read at least some issues of the newsletters received;
• 83% read most or some articles with 84% of these finding the information useful;
• A whopping 72% saved articles for future use; 74% visited the provider’s website;
• 60% passed on an article to a friend and 40% called for more information.

As a marketing person you need to think about these figures.  Compared to other forms of marketing media newsletters achieve huge levels of reader interest!

They can be the key to making your Expo or Field Day participation far more profitable.

Contact us
For any enquiries you can speak to us from anywhere within Australia for the price of a local call on 1300 557 660 or via email: info@mediasupportservices.com.au