I asked Christine how she would describe tactical marketing, and here’s what she said:

“My interpretation of tactical marketing is the planned marketing activity that companies execute.

An example was Hoover setting up the Training and merchandising team and choosing to outsource it.

Companies attending exhibitions demonstrates tactical marketing along with the provision of promotional staff in place to support achieving objectives.

Leaflet drops, advertising, merchandising, direct mail, and other marketing activities are included in tactical marketing.”

James Bell makes a nice comparison between Strategic versus tactical marketing here, and makes an important point:

“Just putting a marketing message in an appropriate medium for John Smith to hear or read is not good enough. The strategy must derive from an understanding of what’s important to John Smith. Otherwise, this tactical part of the marketing process will be much less effective, resulting in ads that under-perform.”

The Times 100 has an article that compares the two, and comes to a slightly different conclusion - that strategic marketing is the overall long term plan of where an organisation wants to be, and tactical marketing involves using the elements of the Marketing Mix to get there.

They also have a great summary of marketing techniques that should give you a better understanding of how you should plan your marketing activity to include research, strategy & tactics.

You can read more about what Christine did with the Hoover team to improve their tactical marketing activities here.

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Field merchandising can take on many forms, but predominantly merchandisers make sure stock is available and well placed on the shop floor for the consumer to see. Merchandisers can check stock levels by checking the store systems, make sure all products are placed out on the shop floor, or by going into the warehouse and unboxing products if necessary. Once the product is on the shop floor, a merchandiser will make sure that the product is placed in the best possible vantage point, make sure all POS is correctly placed and that the product is clean and tidy. So it will be the first product the customer will see when entering the store, and if the product looks good, customers are more likely to buy that product.

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In response to a question from Sarah of ContractStore, Christine has written up some tips to help her prepare for her exhibition.

Here’s Sarah’s question:

The thing I find really difficult is understanding about the electrics and lighting, the shell scheme extras like walls and ceilings, and shelving etc. How do we know whether to buy it (at sometimes seemingly exorbitant prices) from the show organisers or if we can get our own? How to understand all the terms and lingo they use, and how to know if you are ordering the right lighting etc.

Here’s Christine’s response:

Your email gave me a flash back to the planning stages of our first ever exhibition. There are so many things to think about and budget restrictions to adhere to.

My initial reaction was ‘if they are suggesting we buy it we must need it!’

Not the case at all - let’s consider each area step by step

1. First of all you will no doubt have a budget in mind - keep to it, it’s very easy to overspend with things you think you many need.
2. Work with the exhibition organisers to get the best space you can - one where there will be plenty of traffic flow in the direction of, or passing by your stand. Ask them for their suggestions and look at the floor plan which should be available to you.
3. Identify what you get for your money - what is included in the package. In many instances, carpeting, lighting and signage will be included. We made the mistake of ordering additional lighting for an exhibition - we could have saved the money because the lighting included in the price was ample. We were all very close to wearing sun glasses it was so bright! The lighting supplied in the pack price will probably be directional spot lights. I would only suggest that you purchase additional spots if this isn’t the case and you needed to really highlight something on your stand or illuminate dark areas created by the props you’d be taking.
4. Electric sockets/telephone connections - will you need them to operate equipment on your stand? Find out how many will be supplied within the pack price and work out how many you need. Be aware that health and safety plays a huge part at exhibitions and you will no doubt have to provide a risk assessment. Ask for sockets to be positioned so that you won’t have to rely on extension leads which could prove hazardous. Do you need internet access if so would a mobile facility suffice?
5. The name board on the front of your stand. Take advantage of this - make sure the exhibition company has the correct spelling of your company name so visitors can locate you.
6. Walls and ceilings and floors - it depends on your display design. If you don’t need to hang anything from a ceiling point don’t select one, visitors won’t be looking up. Shelving for walls could be an asset if you have small items to display or want to store stock or catalogues, samples etc. But make sure they offer enough support. Carpets may generally be supplied. When you are offered the opportunity to purchase alternative carpeting perhaps to match your brand, consider if it really is worth it. It could be an unnecessary cost. We very nearly opted for a carpet to match our branding and were pleased we didn’t when we got there, it would have looked odd against the rest of the flooring in the hall and made us stand out for the wrong reasons.
7. Leaflet dispensers - if you’ve got leaflets I’d suggest a leaflet dispenser, either borrow or buy. Make sure it is prominently displayed and easily accessible. Worst case scenario if you don’t get to speak to a visitor is that they can select your brochure/leaflets for themselves and contact you later if they need your services.
8. In respect of whether to buy or rent furniture and fixtures, it is dependent on your own circumstances. A huge consideration though to help you make that decision could be how you will transport the items to and from the exhibition, how will you store it afterwards and if you can offset the cost of purchasing items at future shows/exhibitions, or even in the office. At a recent exhibition we decided to buy. We already had the need to hire a van for display boards so we had the transport required. Secondly we have sufficient storage space here. Finally the cost to purchase (from Argos) was comparable to renting and we knew we would be able to use the items again and spread the cost. Just remember if its ‘flat pack’, to take your screw drivers and allow yourself plenty of time to assemble it! Also think about storing the packaging until the exhibition is over. You will need to repackage the items to prevent damage - can you keep it in the van perhaps?
9. Something many forget is storage of brochures, samples, branded free gifts, and simple things like handbags. If you can incorporate a lockable cupboard on your stand it will be invaluable to you. We managed to hide ours behind a display board. A cupboard is tidier and safer than boxes and piles of stock. If you are taking branded items think about ordering those which will be easier to transport and store on the stand. A box of 20 branded mugs will take the storage same space as about 1000 branded key rings, USB’s or pens!
10. During your planning stages I would suggest you find an open space where you can layout the floor space you have available. You can then map out to scale where everything will go. It’s a task well worth completing because believe me when you get there, the stand never seems as big as you thought it was going to be!
11. Oh and finally from experience ladies - take a change of shoes and some foot cooling spray, you’ll be glad you did! Good luck!

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Sean describes how to increase sales at point of purchase:

Here are the notes to go with the video:

5 tips on how to produce successful point of purchase solutions

1. The first thing you need to do is check the compliance issues of the stores that you’re citing your displays within, check the criteria because they vary form one outlet to the next. Secondly, undertand the target audience. Understand and research them thoroughly.
2. Secondly, understand the target audience. Understand and research them thoroughly.
3. Thirdly, make sure you that you portray a clear brand message with the display that you design. Make sure you put over the essence of the brand correctly and that it’s clear and to the point.
4. Forth, simplicity of design. Make sure the design of the unit or point of sale display is simple, they are by far the most successful units in store. Don’t make it too complicated because it won’t work. Keep the wording to the point. Make it simple and clear. Use pictures because people won’t always read it.
5. Finally, allow time for mishaps. Because when you’re developing something bespoke, even though you may have prototypes signed off, there’ will always be something that could crop up during manufacture.

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• It is imperative you try to record the details of anyone visiting your stand

• Worst case scenario, have something for them to take away that will retain their interest with an invitation to call you.

• Put the photographs of the people manning the stand on the literature you are handing out so they have something to jog their memory when they get back to their office.  Remember they will be taking several pieces of literature home, help them to remember you.

• Record details of everyone visiting with their area of interest and contact details and their preference to when they receive a call from you

• Follow up the calls within a few days of the exhibition finishing.

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• Open questions i.e. start with Where, What, How, When, Why Who. Open ended questions require information in the answers and they will help you engage in conversation

• Start with friendly easy questions ‘Hi how are you enjoying the day?’, ‘Where have you traveled from today’?

• Lead into questions about them. ‘What line of business are you in’? ‘What do you do there’?

• Gradually lead into the product group/service you are representing. ‘How many times a year does your company get involved with ………………..’?, ‘When did your company last…………………..’?

• Get them drawn into your stand as you speak to them. Use your body language to do that or show them something on display – brochure, samples etc. The more people you have on your stand the more you will attract because your stand appears to be busy.

• If you are to busy to talk to someone who has walked onto your stand, Make eye contact smile and explain you twill be with them. Try to get to them ASAP if only to secure their details. E.g. ‘Hi, I won’t be a minute can I ask you to fill in the …….(competition, enquiry form, whatever you have produced to record their details), or ask them for a business card

• Create interaction where possible with samples and catalogues

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Exhibiting at a show can be great for generating new business, but it’s a large investment in time and money, so you’ve got to make the most of it!

This is the first in a 3 part quick tip series which will help you prepare and manage an exhibition stand. This first post will give you some ideas about how to get people over to your stand.

• Hold prize draws - this can generate interest and allows you to collect contact details of people interested in your field.

• Free ‘stuff’ - your visitors can take home something with your brand and contact details that they will keep longer than a business card.

• Enticing stand display - make your purpose clear, and portray a professional image.

• Open friendly staff - make sure you staff your stand with people who are approachable and happy to help.

• Someone in the hall encouraging them to visit - don’t restrict yourself to your allocated corner.

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I visited the Beyond The Box stand at the Business North West Exhibition today to take some photos and video the team in action.

We’ll be adding some videos to the blog with great advice from Christine on how to manage an exhibition stand and some examples of effective training techniques from Dawn.

Christine had arranged for an artist to be there for the two days, and I was roped into having my caricature done while I was there!

Here are some photos from the day, and of the before & after caricatures.

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Today I have met with Katrina from PushOn Online Marketing to talk about the additional changes required to the website.

We are nearly there. It must be completed within the next 2 weeks so we can start our marketing campaign. We are looking to supply more field teams to merchandise, sell or train staff on products. The key changes being made to the website will allow visitors to be introduced to our work in field marketing. We have realised we don’t shout loud enough about our activities in this area so inclusion on the website will have a positive effect on changing that.

We have also been adding information about the promotional activity in the business. This side of the business is headed up by Sean Adams and he has reluctantly had some temporary shots taken until we can get some done professionally. Here he is pretending to be sorting mail and papers rather than take the in house ‘photo shoot’ seriously!

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