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Digg It - Secrets of Trade Show Success
The ropers at Annie Oakley's Real Western Dudette Ranch were all
riding high in the saddle. It was just before their first travel trade show
in Chicago, and they just knew they would rope in big sales.
Annie and her all-woman cowpoke staff were confident thousands of American working women were just itchin to pay $1995 or more t
Annie and her all-woman cowpoke staff were confident thousands of American working women were just itchin to pay $1995 or more t
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
o learn
the fine art of cattle roping and bronco busting. Annie sent her two best
cowgirls; figurin’ if they could handle cattle, they could sure rustle up
some sales. The cowgirls brought to the show a couple of hay bales, a
big sign with genuine spurs dangling from it, a table clear across the
front of their booth loaded w
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
th hundreds of small snapshots of the
cowpokes in action, a four-page story Annie had hand wrote to give out.
They wore their most trail-worn chaps and their fanciest boots.
Dang! Three days later, Annie's seasoned cowgirls left the show more tired then after three-week cattle drive, ornery with their throats as dry as dust.
Dang! Three days later, Annie's seasoned cowgirls left the show more tired then after three-week cattle drive, ornery with their throats as dry as dust.
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
They had only four leads, and had made no sales. Annie was as
irritated as a stepped-on rattler; she had spent over $5,000. and was
sure it was the show promoter's fault her cowgirls were not more
successful.
Proper Trade show Strategies Yield More Leads & Sales
Annie is fictional, but the way she fell out of the saddle
Proper Trade show Strategies Yield More Leads & Sales
Annie is fictional, but the way she fell out of the saddle
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s not much
different than dozens of businesses I observe, and even some I have
consulted to. I don't let the ones under my reins keep going down the
desert trail that Annie followed. You can end up more like this fictional
company...
Tropical Bill's Eco-Amazon Windsurfing tours had not lost any clients to Piranha during th
Tropical Bill's Eco-Amazon Windsurfing tours had not lost any clients to Piranha during th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e first months of operation, and they were ready to
expand his small tour business through travel trade shows. Bill and his
staff’s goals at their first show were to raise broad awareness for their
unique trips to consumers as well as secure travel agent representation.
An expert windsurfer, Tropical Bill had little experience w
An expert windsurfer, Tropical Bill had little experience w
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
th promotion,
sales and trade shows and knew that, like windsurfing, it was a learned
experience. He admitted his ignorance and assumed what I call
“beginner’s mind.”
Here’s what Bill and his team did to improve their trade show results:
He sought out as much advice and information as he could.
Visited other to
Here’s what Bill and his team did to improve their trade show results:
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
urism trade shows.
Took a workshop on trade show marketing and read all he could on
the subject.
His team created a solid plan on how to achieve their specific goals.
They called and sent out several mailings of personalized cards
and letters to key prospects before the show offering a show special.
They investe
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
in a quality exhibit with easy-to-read graphics and
bold benefit-oriented marketing communications.
Learned how-to create a powerful travel trade show booth that
grabbed prospects attention and sell more by reading "Tourism Marketing Success"
See link below in Authors Resource Box:
Bill role-played and practiced boothman
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ship with his most
knowledgeable and motivated team of four that were staffing the booth
at scheduled intervals.
Show management was excited about Tropical Bill’s Windsurfing Simulator and gave them excellent floor placement. A follow-up sales letter was pre-printed and sent from the office to key prospects immediately
Show management was excited about Tropical Bill’s Windsurfing Simulator and gave them excellent floor placement. A follow-up sales letter was pre-printed and sent from the office to key prospects immediately
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
with several new color brochures. The preparation, booth,
staff activities, offers and prospect follow-up were all well executed.
Tropical Bill implemented many other strategies all covered in this article, raised the flag to their existence, made numerous bookings, established promising relationships with many travel agents, si
Tropical Bill implemented many other strategies all covered in this article, raised the flag to their existence, made numerous bookings, established promising relationships with many travel agents, si
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
gned up
for representation by two large adventure travel wholesalers, and even
generated interest for a editorial story Outside Magazine.
Unlike Annie Oakleys' Dudette Ranch, Tropical Bill’s Windsurfing company was now on the map, generating some cash flow and filling its sails with some powerful promotional winds. Bill could
Unlike Annie Oakleys' Dudette Ranch, Tropical Bill’s Windsurfing company was now on the map, generating some cash flow and filling its sails with some powerful promotional winds. Bill could
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ardly wait for
their next show opportunity. Annie was last seen commiserating around
the campfire with her cowpokes.
Both outfitters knew that attendees at travel trade shows were their best markets. Both hoped to have some sales during the show and create awareness for future bookings. Clearly different attitudes and strate
Both outfitters knew that attendees at travel trade shows were their best markets. Both hoped to have some sales during the show and create awareness for future bookings. Clearly different attitudes and strate
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
gies yield different returns on investment. "Beginners
mind," planning, research, goals, and specific strategies make for happy
trails and high wind days. Don't reinvent the wheel. The resources you
need, like the Texas Rangers, are awaiting your request for assistance.
Show management and trade organizations are there to help
Show management and trade organizations are there to help
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ith your
success. This show, like many others, will be both an industry trade
show filled with travel agents and media as well as motivated
consumers of travel related products and services. Trade
shows are abundant fishing grounds; you just need the right equipment,
training and bait.
4 Strategies for Maximizing Trade S
4 Strategies for Maximizing Trade S
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
how Exhibiting Results
1. Have a team-created plan. Unity provides more sales. Incorporate your most knowledgeable and motivated staff from start to finish. When the staff and owners share the same vision and agenda, achieving your goals will be far easier.
2. Do pre-show mailings and phone invitations can triple attendanc
1. Have a team-created plan. Unity provides more sales. Incorporate your most knowledgeable and motivated staff from start to finish. When the staff and owners share the same vision and agenda, achieving your goals will be far easier.
2. Do pre-show mailings and phone invitations can triple attendanc
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
.
David Garfinkel and Jay Conrad Levinson in the soon to be released
book, "Guerrilla Direct-Mail Marketing" suggest to use multiple
personalized invitations promoting special offers redeemable only at
your booth.
3. Arrive a couple days before show. Tap into guaranteed opportunity. There are unmatched opportunities to mee
3. Arrive a couple days before show. Tap into guaranteed opportunity. There are unmatched opportunities to mee
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t with media, establish sales
representation, and network with fellow travel business
people. Share what has worked for you and help others. When the show
starts you'll be better prepared and rested then most.
4. Taking care of yourself will yield better results. Schedule your staff so that everyone is smiling and well rested.
4. Taking care of yourself will yield better results. Schedule your staff so that everyone is smiling and well rested.
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
Drink plenty of water. Eat well-
balanced meals for higher energy. Avoid alcohol at all times during
show. Wear comfortable shoes. Stretch your muscles while checking out
other exhibits.
Read and learn more here: 10 Commandments of Travel Trade Show
Read and learn more here: 10 Commandments of Travel Trade Show
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
Marketing Success
In 2005, U.S. consumers spent more then $486 billion dollars for travel related equipment, travel, lodging, and meals — and with hundreds of outfitters like Annie Oakley and Amazon Bill's. All this just to have fun! Proper trade show marketing can be a magical and fun part of your total marketing plan
In 2005, U.S. consumers spent more then $486 billion dollars for travel related equipment, travel, lodging, and meals — and with hundreds of outfitters like Annie Oakley and Amazon Bill's. All this just to have fun! Proper trade show marketing can be a magical and fun part of your total marketing plan
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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Related Articles:
The Art of Wooing: How To Impress Potential Hires
Be a Smarter Marketer - Learn the L-A-W for Trade Shows
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