WHAT'S MORE EFFECTIVE REALLY?

THE BATTLE OF THE MEDIA

Making decisions on where or how to spend your marketing dollars can be a tricky thing.

Let's face it, all media types will put a convincing case forward that will demonstrate they are the more effective tool, all good sales people can all construct a sales pitch!

I look at this quite often as we use mass media to promote our events and it can be daunting.

Recently at an event, we had a live broadcast and we selected the station based on the ratings.  Imagine the surprise I had when I learned the survey that reflected the numbers we made our decision on was conducted in 2003!  As it turned out it was the right decision, but that may have been intuitive in this case.

So I thought I might weigh in with my opinions on why exhibitions are a more effective and qualified option than traditional mass media.

AUDIENCE - Exhibitions target a specific market segment so there is no wastage.  If you compare this to general media such as newspapers, radio and TV it's a major point.  By an exhibition's nature, everyone that walks through the door has made a decision to visit; they are QUALIFIED.

However the other mediums have a mixture of listeners or viewers that by chance may come across your advert.

SALES & LEADS - At an exhibition, you talk face-to-face, so you qualify, identify and ultimately sell then and there. Best of all, many potential customers come to you in a short time frame, which is cost and time efficient.  You are not dependent on clients making the first move to contact you, which may never happen as the average person is so busy and distracted.

STIMULATE - Exhibitions are the ONLY medium that stimulates all FIVE senses.  If used correctly, not only does stimulating more than one sense create better buying, chances are it also creates long term memorability of your product /service.

CONCENTRATION OF DECISION MAKERS - Not only do exhibitions attract decision makers, the process compresses all aspects of selling into one activity - attention, persuasion, desire and purchasing.  They also combine sales, marketing, PR and education.