The,Pull,Method,Marketing,Conv marketing The Pull Method Of Marketing At Conventions: How To Make Boo
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In the old days, it was enough to push your company's benefits onto visitors at a convention. They had relatively few choices about where to get what they needed, and they quickly became a captive audience. Today's convention (and marketplace) is very different. Visitors are easily able to turn away from your booth and go visit a competitor. You need to impress them quickly, and the best way to do that is using the pull method of marketing rather than the more traditional push. By understanding the pull method, you'll be able to use it for your own benefit and get more out of your booth at the next convention.What Is Pull Marketing?Pull marketing earned its name because it aims to pull the client in, rather than pushing information onto them. The pull technique relies on viewing things from the perspective of a buyer and explaining benefits through their eyes. For example, where push might say, 'We have a long history of reliable products,' pull would say, 'You get a lifetime guarantee with every product, ensuring you'll never have to worry about the hassle of repair costs.' Both communicate that the product in question is long lasting, durable, and well supported by its manufacturer. The difference is that the first statement is written from the company's perspective and is all about the company itself, whereas the second statement is written to appeal to the customer directly. Staffing Is KeyMost of pull marketing occurs in a one-on-one setting, which makes your staff an invaluable tool for success. Rather than training them to push your product onto anyone who enters the booth or walks past it, have them ask people what they're looking for and start a conversation. By avoiding a typical sales interaction, you put people in a much better place to learn about what you have to offer. Once they are ready to truly learn about the benefits of your product, you will have a much better chance of turning them into a qualified lead.Banner Stands Are A Great ToolAlthough you'll want your staff to understand the new marketing model, they can't do it all on their own. Converting even an older unit is possible; simply add new text with banner stands. Banner stands are an inexpensive addition to your unit and are easy to transport as well. Add them throughout your space and use easy one-liners that will appeal to visitors with the new marketing strategy. Instead of offering little tidbits about your company, include a 'Did you know?' with a consumer-centric fact that is sure to grab their interest. These banner stands will give them something to look at while your staff is getting ready to have a discussion with them. It will also help set you apart from your surrounding companies. Banner stands written in this way grab people's attention more readily than those written from a traditional marketing perspective. People are more likely to read and focus on something that appeals directly to them rather than something which, while possibly of interest, is written from the perspective of someone or something else. Banner stands which discuss a direct benefit are more noticeable than those discussing the attributes of a company or product. Pull marketing is usually thought of as a technique for advertisement, but with the clever use of banner stands and staff, it can be easily adapted for conventions. This new marketing method can help increase credible leads, drive sales, and have a very positive impact on your business overall.
The,Pull,Method,Marketing,Conv