This will be the last update before we pack up and head off.
I have been trying to see if anyone would like a lift down the road as it is a long way to go with empty seats and spare load capacity so I posted the offer on the Confex 2012 Facebook and Linked In Forums as well as on www.liftshare.com but as yet no takers.
Fancy a lift to Confex 2012?
I actually do drive a Smart car but I can assure you that I will be driving a LWB Van of some description from Arnold Clark’s so you will have some leg room.
Today I rejected an offer via the Confex 2012 ‘Connect’ system from a visitor to come and sell to me…. err NO! I have paid for the privilege of selling to Visitors not the other way round. I don’t mind stand to stand selling but I object to being sold to by a visitor if you want to sell get a stand!
The printer has done all our panels for the stand and we have been spending today putting it all together, they look great but.., there is always a but, they have made them all 10cm too short! Right keep calm how can we work round this… Add a skirt at the base or make a hat at the top…? You will have to come and see how we solved this one… 😉
Next up date will be from the stand…. come and see us if you can and we hope you enjoy the show!
I am turning my thoughts towards measuring our return on investment. The questions needed to be asked are:-
- How much is this actually costing us?
- How many jobs do we need to win to cover these costs?
- Will our increased advertising spend bring any results?
Well a quick spread sheet later this venture has thus far cost nearly £11k… Included in that calculation is the stand cost, staff time, accommodation, transport, sustenance, advertising costs, print costs, new graphic panels, flights, parking…. the list is long. All for a 3m x 3m stand, I would hate to think of the spend some of the bigger players are making.
To recoup our costs over the next year, and to make it a worth while investment, we will need to win about 15 events over the next year as a direct result of attending Confex 2012. That by any stretch of the imagination is quite a tall order but that is now the target! This is excluding the 100 x £100 off vouchers we have made up as show give aways…
OK so that is how much its cost and how much business we need to win. The last question was about measuring the effectiveness of our advertising… the only way to find out is to ask when people hit the stand. Here is the list of possible ways people may have been influenced to visit the AV Department Ltd stand (G613).
- The show guide listing
- The show guide sponsorship
- The Confex website
- The use of the connect platform on the Confex website
- Mash media email mailing
- Facebook adverts
- Organic social media (twitter, linked in, Facebook)
- Direct personal invite
- Just passing the stand
We ask a similar question every time anyone new calls us.. ‘How did you hear of us?’ Though never really analysed the answers allow us to build a mental picture of where our new business comes from, and the biggest driver of new business has always been referral from other customers. But Confex is different as this is a non referral environment with all new business so the results of the questionnaire will give a valuable insight on the effectiveness of the additional advertising undertaken.
I would be interested to hear from others in the way they measure ROI and how effective their advertising has been… assuming of course you wish to share the goose that lays the golden egg.
Just two more weeks to go before Confex 2012 and I am beginning to feel the pressure….
After the last comments on give-aways we have decided to go with the voucher idea and have now ordered vouchers in the same format as our visitor cards so the two can sit neatly in an envelope.
Collect a £100 voucher from G613
The terms and conditions are on the reverse… if you want one you have to pick one up off the stand we would be delighted to see you and discuss how you could spend it.
We finally figured out how to get the little social media icons to show on a exhibitor profile on the Confex 2012 website… so now you can look at our twitter, Facebook, linked in profiles as well… Cheers to Derek for that one I obviously had been staring at it for too long.
It’s quite a distance from Fife down to London, I also have the AV to do for my Daughters Primary School fund raiser the night before (Yes we are doing it for free, its a quiz night and comedy if any one wants a ticket only £8), so I have decided to split the journey. Staying outside London on the 4th so on the 5th I will go in fresh and spend the day building the stand. James, our London based freelance tech, will meet me on site to do the build and Mike will fly down on the 5th to be fresh for the show kick off.
More jobs keep getting confirmed during Confex, we now have 5 events in the same week! It is a busy week for the industry as a whole so we are getting more freelance staff in to cover these events, this all adds to the cost of exhibiting. Do you think Confex 2013 could be a bit earlier in the year?
Still on the todo list… book a Van, up load some picks and tell people about the voucher on the Confex website. The graphic panels have yet to arrive so we have still to build the stand off site too, however there is a growing Confex ‘to take’ pile in the warehouse.
My mac keeps on auto replacing ‘Confex’ with ‘convex’, too cleaver by half.
14th of February 2012 (Valentines Day…)
It’s Valentines Day and we have been thinking what should we give away on our Confex 2012 stand to serenade the potential customer to visit us at G613… Potentials are:-
- A bottle of Malt Whisky as a draw, just enter your business card.
- £100 off a job when enquiring as as result of Confex.
- Free pair of headphones (as used in our interpretation systems) ideal for personal stereos as well as gym equipment….
- Nothing and just rely on the fact the visitor knows why they have attended and it should be enough that we provide the services they require professionally with out insulting their intelligence, and integrity, by believing that we can sway their potential purchase with a free gift…
- Cup Cakes (Judith’s suggestion!)
I think number 2… what do you think?
Would a voucher work as a show incentive?
Headphones, a possible stand iWe got final approval for our stand design and method statement yesterday! That was a relief. The vinyl floor has arrived so we now have a floor with a trim bead that will hopefully bridge the gap between stand vinyl and walk way carpet. I just hope that the stand is laid out square and not a trapezoid! We will build the entire stand in the warehouse before we go down to London as its a long way to nip back if we forget something.
The stand visitor cards have also arrived and look great too. Chuffed.
Judith, after her Cup Cake suggestion, is now logged onto the Confex website looking over visitor profiles and inviting then to come and see us. Such is her penance. If you think I am being harsh let me know…
More AVD Confex 2012 news…
Mike Child formally of AV Department Ltd will be rejoining us for a brief spell especially to help on the stand. Mike is a nice approachable chap, worldly wise with the inside track on what we do.
During Confex 2012 we have decided to focus on our Microphone Discussion and Interpretation system supply. We provide these systems to many other AV companies as they themselves would prefer to concentrate on other core activities. To this end we will be targeting our marketing to other AV suppliers and venues that have their own in house AV support. If you are an AV supplier or a venue then look out for our Confex 2012 promotional email scheduled to hit your in box on the 20th of Feb about 10am… or get in touch now, why wait!