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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Christine gives some tips to help improve your confidence when selling:

Here are the notes to go with this video in case you are unable to watch it:

How can ensure a sales person is confident to sell your brand instore

1. The first thing you need to do, is make sure they fully understand your brand values - This might be
   • key selling points
   • target market
   • ethical values
2. Next, make sure they fully understand your product. In order to do that, demonstrate it to them, let them use it so they understand good demonstration techniques that they can pass on to the customer.
3. Next, make sure they fully understand your key selling points. Whatever these selling points are, you’ve got to link them to benefits. There’s no point in talking to a customer about a feature - they need to know what will it do for me.
4. Finally - show them how easy it is to sell. Demonstrate how you would sell it, and go through a sales process so they feel totally comfortable, and can sell the product with confidence.

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Does the channel or business model make any difference to the level of acceptable customer service?

Jeremy writes that online stores should not bother with an extensive customer support service and offer a simple return service only. I.e. if you don’t like it, send it back.

In my opinion, it depends on a number of factors…

• How competitive is the market?
• Is your business model cut price self service or luxury?
• Is the item a low value commodity or a high value purchase?
• What channel are you using for the sale?
• Are you hoping for an ongoing customer relationship?

In the case of an online store - the majority of the work involved in achieving the sale and completing the order is automated. The customer can browse the store without a member of staff checking whether they need help or if they are shoplifting. Detailed product information and even reviews or customer feedback is available to help the customer with the decision. The purchase processing is automated, confirmation emails and estimated delivery dates or tracking can be automated. And depending on the nature and set-up, much of the logistics can be automated.

So when customer has a query - I would be inclined to agree with Jeremy - it may be simpler to continue the theme. With an automatically generated returns slip and refund procedure.

On the other hand - a retail store would need to staff a store with a number of people to complete a sale, so whereas a customer services team would need to be specifically employed if you wanted to offer support for an online sale, the existing retail staff needed for the original sale could help with queries - as long as they were trained correctly.

The customer expects different service levels based on the positioning of your brand - in his podcast, Steve Humphrey describes the decision making process and different levels of service required depending on the nature of the purchase. He uses the comparison of buying at Primark compared to Prada.

Customers also expect different service levels if buying a high value product - for example a car. Even in the case of online ordering, you would expect a certain amount of aftersales service.

Marks and Spencer offered a no quibble exchange policy regardless of how long ago the purchase was made, this was promoted as a selling point in the past.

This has now changed to a 90 day return policy for unwanted goods - presumably to reduce exploitation and cut costs.

Jason from good customer services blog suggests that the level of service you provide in retail stores depends also on your behaviour. I would agree that sales staff are likely to be happier to go the extra mile for polite customers.

Let me know your experiences -

• Have you been surprised by exceptionally good or bad service?
• Do you think companies should be able to get away with low customer service if they offer a lower priced product?
• Would a return only policy please you or is it not enough?
  
• What customer service do you offer?
• Have you seen examples of customers exploiting good customer service?

Listen to Steve’s Marketing podcast using this link - I would recommend episode 13 The decision making process, and 7 The Marketing Mix and the scope of Marketing.

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I went to a womens networking group last week. They had a guest speaker from Alter Ego who gave a presentation on colour and style.

Sounds like an art class but in this instance colour and style referred to the colours and style of the clothes we should wear that enhance our skin tones and body shape.

Alter Ego explained that we have one of two skin tones, warm or cool. Your skin tone determines which shade of colour enhances your appearance. Wearing the correct shade can enhance someones appearance by making their skin glow and their eyes sparkle. I swear it takes shadows away from certain areas of the face which in turn reduces the appearance of wrinkles too! Can’t be a bad thing!

It was interesting to note that when a survey of the room was taken the majority had an extensive range of black outfits in their wardrobe. Black is a safe colour for most people - it certainly was for me until I had my colours done and I could clearly see that it made me look drawn and dull!

The style section focussed on fabrics and outfits that can give the illusion of height increase or weight loss! Now that I like! I had a colour and style consultation completed by Alter Ego about 2 years ago. Since that time shopping for clothes has been more enjoyable because I know what suits me best - I’ve saved money too and actually wear all the clothes I buy. I can’t begin to tell you how many items I have bought over the years and never worn!

It was a real turning point for me because in addition to enjoying my clothes more, it has raised my confidence. My work means I frequently stand in front of groups to deliver presentations or seminars, wearing colours and outfits that make me look my best has made me feel better about myself allowing me to concentrate on the job in hand.

You may have heard the phrase - ‘You don’t get a second chance to make a first impression’. If you make presentations or meet people you need to influence as part of your work, you might want to consider having a colour and style consultation to help you make that first impression be a lasting one.

Find out more about Alter Ego http://www.myalterego.co.uk/

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I read an excellent example of how good customer service training can change the outcome of a bad customer experience. The example was written on the Marketing Beyond Blog, under ‘retail training’.

He describes situation 1 where the customer service assistant goes through the motions of returning a phone and cancelling his contract with limited conversation; and situation 2 where the assistant delves deeper, to understand the reasons behind the return and suggest possible solutions.

The good service described is hypothetical, but if you were faced with the second situation, I’m sure you would agree that he’s right in saying you would give the network another try.

It is becoming more common, particularly in telecoms to be transferred to the ‘retention department’ when you call to cancel a service. It demonstrates how important it is to train staff well, and ensure they are aware of service improvements, and product benefits.

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Here Christine explains what is involved in Field Marketing and Merchandising:

As ever, here are the notes to go with this video in case you are unable to watch the video:

What Does Field Marketing And Merchandising Entail?

It’s all about increasing sales. A field training and merchandising team will do that by encouraging the store to increase the number of units sold, or raising the average selling price.

To do this effectively, you have to make sure that the stock is

• out on display
• positioned in an eyecatching location
• merchandised correctly with point of sale materials

This is so the customer can see any offers, see the price correctly, and gain information about the product.

If the product needs some involvement from a sales person - i.e. it’s not as simple as the customer selecting an item off the shelf - you would ensure that the sales person is up-to-speed on the product. Meaning they understand the product and have confidence to sell it.

To build this confidence, we would train the staff, show them how to use the product and introduce some key selling skills.

This leads to more sales for the retailer and in turn the manufacturer… so overall everybody wins!

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• Make sure you approach every customer
• Build rapport – be open and friendly, ask questions like - ‘how are you feeling today’ or ‘what is the weather like outside’.
• Ask open questions (these are, who, what, why, where, when and how - these types of questions give you more information than a yes or no answer) to identify the customer’s needs.
• Once you identified the customer’s needs, match them to the product using both a feature and a benefit, e.g. – ‘keeping the children’s uniforms clean must be a problem for you, with this model, it as a daily wash cycle, you can put the children’s uniform in when they get home from school and they will be washed within a half hour, this will save you both time and money’
•  Know what your available stock is – use lost leaders (these are products that are low priced and well advertised products that bring the customer through the door) as a sell up tool, this gives the customer a superior product and it means more money in the till for your store.
• Ask for the sale – don’t be afraid to close the sale, ask the customer ‘when would you like this delivered’ (this option also gives you an add on sale too) – if they come up with an objection, e.g. ‘I want to take it with me’ – you say ‘great, no problem, we have one in stock, you can take it away today’.
• Customers may say ‘I want to have a look around’ – you  can reply with, ‘To save you the time having to look around, we check our prices every week to make sure we are competitive and if you do happen to see it cheaper elsewhere, we will beat the price’ If the customer still chooses to ‘look round’ you may still get the sale, the customer will more than likely come back to you to buy the product, if you have built a good rapport with them.

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We’ve put together a video running through some tips on how to differentiate your brand in retail stores. Here’s Christine with her top tips:

To ensure this is accessible to all, we’ve also written up the show notes below.

If I had to sum it up in 5 tips, the important things to make sure your brand can be differentiated are as follows:

• Make sure your product is on the shop floor. You can’t sell an empty space. Ensure you have plenty of stock in the warehouse to put on the shelves when they’re empty.

• Make sure your product is positioned well. It’s possible to purchase good store space in a retail outlet, so have a word with the buyers to find out where the best spots are.

• Make sure the product is well merchandised when it’s in position. There’s nothing worse than a scruffy dirty point of sale (POS). So make sure the point of sale is clean, relevant, eye catching and up-to-date.

• Once your product is on display, make sure staff know about it. It’s not always the case that staff are trained on all products. It’s important that staff can speak to customers about your product with confidence - that will differentiate your product from a different brand.

• What a lot of companies will do to achieve this is employ a trainer merchandising team where people will go in to a store representing that brand making sure all the above are followed through.

We would love your feedback, any positive or negative comments, or anything you would like to add.

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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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