KickStart: Improve your trade show ROI by ‘actively working’ Home Shows to re-connect with past clients and build relationships with new prospects.
Outline
Introduction – Explore Trade Show Marketing
Tired of feeling like a nuisance to potential customers? Let’s face it, breaking into the homeowner’s world can be tough. But home shows (also called trade shows) can transform how homeowners see you, from a mere service provider to a welcome guest.
In this article, we’ll dive into the world of home shows and how to maximize your home show ROI. We’ll uncover strategies to not only attract new customers but also turn them into loyal clients. Get ready to elevate your service business and make a lasting impression.
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Challenge: Get Through The Door
Marketing your residential services to nervous, skeptical, fearful and sometimes downright confrontational home owners can be a REALLY tough sell!😲 Honestly? For most routine maintenance and/or repair services at best a 1st-time caller will view you as a ‘tolerated irritation’! GULP!
“Hey, Steve! Just wait till they get to know my sparkling personality!”💖 ABSOLUTELY! If you (and your employees) instinctively build great relationships with home owners you’ll go far!
BUT WAIT! How can prospects ‘get to know you personally’ while shopping anonymously over the internet and telephone? They can’t!😥 However, a great trick to super-charge your sales is to…
Get face-to-face with residential prospects in your local Home Shows. But are Home Shows a good fit for your home service company?
Viable Return on Investment?
Steve’s true confessions? I had a love/hate relationship with my home shows. I LOVED the incredible sales home and trade shows produced. But I HATED the physical and emotional demands spring home shows put my employees and me through at our busiest time of year!
Now you’ll get a decent Home Show ROI just by warmly greeting previous clients. (We covered our total show investment with past clients booking future services. New customers were the gravy!) But here’s ‘Steve’s Secret Home Show Tweak’…
“Actively” Improving Trade Show ROI
‘Reach out’ to new prospects walking by your booth!
Here’s how to ‘convert’ a show attendee into an ‘engaged prospect’:
1. ‘Work the aisle’.
Home show attendees are both overwhelmed and a bit ‘standoffish’ so most won’t enter your booth. So your (well groomed) employees should a) make eye contact, b) smile and c) reach out into the aisle to hand out coupons for your services. (We used $25.00 off.)
WARNING: Give your aisle employees very defined boundaries. Your fellow exhibitors will correctly be irritated if your eager beaver salespeople intrude into their space or worse breaks up a potential sale!😣
HINT: Staff your booth with lot’s of employees. Home Show ROI is a numbers game. Every attendee that walks by without receiving your marketing piece may be a sale lost forever! Also schedule frequent rotating breaks. ‘Working the aisle’ is hard work! (I literally banned chairs in our booth!)😲
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2. ‘High grade’ attendees.
Not everyone will be a good home show ROI prospect. So give your staff the ‘desired demographics’ you want them to target. Then if a prospect slows down and shows sincere interest…
3. Mention your Home Show contest.
Hand them a small clipboard with the coupon attached. I suggest gift certificates. Make the prizes big enough to grab the prospect’s attention. (Our main prize was a $1,000.00 gift certificate good on any of our residential services.) Keep your contest form simple. (Name, phone # and zip code.)
Home Show ROI tip for your contest coupon:
Include the question, “Would you like a free home pre-inspection?” Then include a box they can check. (Be sure to call these ‘hot prospects’ right away after the show.)
The great bonus of a home show? Residential prospects will be coming to you! And (properly handled) they’ll leave your booth very impressed. The result? Instead of a ‘commodity’ you’ll become a desired service!💲💲💲 (This is important!)
Summary – Find Your Home Show Areas For Improvement
By following these tips, you can transform your home show experience from a stressful ordeal into a profitable opportunity. Remember, the key to success lies in strategic planning, effective communication, and a genuine desire to help your customers. So, the next time you’re considering a home show, dive in with confidence and watch your trade show return on investment soar!