tscra convention: connecting with customers before, during and after the show presented by: left...

Tscra convention:Connecting with Customers Before, During and After the Show

Presented by:Left Field Creative2020 Washington Ave. Ste. 104Saint Louis, MO 63103(314) 773-1300leftfieldcreative.com

Who is Left Field Creative?

Brand Experience

Let’s Take a Few Minutes to Discuss

Branding

Branding• The risks you face when promoting only your product

attributes or price point:• Commodity/parity product• Competitive claims

• Cheaper• Faster • “almost as good as”

See the World Through the Eyes of Your

Customer

See the World Through the Eyes of Your Customer

• Think not about what you have to sell, but what your customer needs

• Consider his emotional drivers• Using emotional drivers can give you an intangible,

unfair advantage in the marketplace• Have a one-on-one conversation with your customer

The Emotive Advantage

Why?• People buy from people, not companies• People buy from people they know, like and trust• An emotionally committed customer will wear your

product/brand as a badge of honor• Makes follow-up more

personal, therefore easier

Not all Emotions are Warm & Fuzzy

How Do We Emotionally Connect with the TSCRA Member?

• Solving problems• If you have an animal, you have a problem.

Solving Problems

Solving Problems• No matter what your product is, you are not selling

that product – you are providing a solution.• Works in most categories. For example, clothing may

provide the solution of making someone feel more confident or a part of a group.

Solving Problems – An Example

Solving Problems• TSCRA: The Problem

• Stagnated membership levels • Potential members were

unaware of TSCRA’s many attributes

• Existing members were losing enthusiasm

Solving Problems• TSCRA: The Goal

• To increase membership 10% over the next 18 months

Solving Problems• TSCRA: The Solution

• To Honor and Protect the Ranching Way of Life

• Not selling membership, but defining issue as a common cause

• Emotive Connections• Understood• Encouraged• Valued• Empowered

Solving Problems• TSCRA: Results

• 38% response to membership mailer

• Surpassed goals in 6 months

• Reinvigorated members• Created platform

for communications

To Connect Emotionallywith Our Consumer,

We Must Understand Who He/She Is.

TSCRA Member Profile

Before the Show

Attitude

Attitude• You can go to the party or you can be the party• See this as an opportunity

• Face to face with hundreds of qualified prospects• Attendees will be the decision makers• Bring you’re A-team• Allow customers to make appointments with your VIPs

“People don’t always remember what you say, or even what you do, but they always remember how you made them feel.”

Maya Angelou

Pre-Event Communications

Pre-Event Communications• Direct mail, email invitations, etc.

• Primary message should focus on consumer needs, not the product you want to sell..

• List any specifics you have. Booth location, demonstrations, etc.• Include contact info for interested parties to make an appointment

with you at the show

Appointments

Appointments• Set up appointments before the show

• Phone calls 3-6 weeks prior• Be punctual• Keep an appointment database• Choose meeting place that is convenient for your customer• Plan a special gift/premium for these customers• Justifies time and cost of show

Booth Design

Booth Design• In addition to your foundation graphics, think about what

problem(s) your brand or product can solve for your customer

• Clarity trumps subtlety• Retailtainment

• people remember unique and cool

• demonstration

Partner with other Exhibitors

Partner with other Exhibitors• If you are interested,

you will be required to coordinate and staff.

Partner with other Exhibitors: 3 Examples

Example 1 - Fashion Show

Fashion Show• Models

• Hire• Invite attendees to model • Contest to enter• Kids’ division• Incentive – one or more winners

are entered to win an article of clothing

Example 2 - Treasure Hunt

Treasure Hunt• Contestants have to sign in at each participating booth• Must ask exhibitor a relevant question

or get item at booth

Example 3 - Collectibles Displays

Collectibles Displays• Must be relevant to our audience• Pen knives, belt buckles, photos, signs, etc.• Create map highlighting participants

During the Show

Common Sense

Common Sense• Be mindful of what you eat for lunch• Wear branded clothing that fits your body shape• Consider personal space• Be attentive, but don’t pounce• Don’t hide behind table

or computer screen• Make sure tablecloths,

sales materials, etc. match current brand message and colors

Common Sense• Take notes on people you meet

• Spouses and kids, cattle breed, etc.• Physical description to jog

your memory

• Be positive• Demonstrate your product

or find a relevant in-booth event

• When people are in your booth, treat them as you would a guest in your home

Common Sense• Never ignore the women – they are often partners/owners

in the ranches and usually key influencers

Common Sense• Listen to your customer

and recognize his needs and personality traits.

Add to his conversation, don’t jump in with your sales pitch.

Common Sense• Make sure giveaways

and premiums are relevantto your brand or to your customer.

Common Sense Giveaways

• If your product just doesn’t translate well to giveaways, here are some ideas that are relevant to your target audience.

TSCRA Member Profile: A Reminder

Common Sense Giveaways: Our Family Oriented Consumer• Give him/her something to take home to the kids

or grandkids• A stuffed animal matching your cattle breed or color can

sport your logo or cattle brand• Limited quantities make

the gift more valuable• Proven successful by

Build-A-Bear Workshop

Common Sense Giveaways: Our Family Oriented Consumer• A less expensive alternative to stuffed animal• Decorated cookie matching your cattle breed color• Decorate with cattle brand or put in logoed bag

Common Sense Giveaways: A Clean Truck while in Town

• Provide free car wash coupons at your booth• Standard drive-through car wash or partner with local organization

• FFA• 4-H• Alpha Gamma Rho

Fraternity

• Logoed towels for dryingtrucks and/or have limitedquantities for giveaways

Common Sense Giveaways:Man’s Best Friend• Dog cookies in logoed bags

Common Sense Giveaways:Horses• Logoed hoof picks because the darned things are so easy

to lose

Common Sense Giveaways:Out on the Town

• Hat cleaning sponge in logoed bag• Customized polishing cloth for belt buckle• Logoed boot brush because you can

never have too many

Not-as-Common Common Sense

Not-as-Common Common Sense• Text or tweet offers – service TSCRA provides, but is not

used to its fullest ability• Phone charger stations – can be rented on a daily basis• Secure a follow-up call. Smartphones allow customers to

check calendars and make appointments on the spot.• People remember statistics:

• The world record for the heaviest bull (1955), was an Italian Chianina weighed 3,836 lbs.

Not-as-Common Common Sense• Don’t see lunch breaks as a chance to get away.

Use your T&E budget to take a prospect or goodcustomer to lunch.

After the Show

Use Your Emotive Savvy

Use Your Emotive Savvy• You had a plan to create a deliberate impression of your

brand to your leads. Now, use that unique platform to remind them of your difference.

• If you discussed a problem with a potential client, you have a legitimate platform for follow-up.

• “I saw this and thought of you” (as long as it is genuine) is a great way to reach out to potential customers.

More Common Sense

More Common Sense• Customize communication with notes you took at

conference. • Write a hand-written thank you note to selective prospects

and customers.• Be pleasantly persistent.

The average cold call leadtakes 6 – 9 follow ups.

Less Expected Ideas

Less Expected Ideas• If you coordinated with other exhibitors, trade contact

names and leads.

Less Expected Ideas• If you coordinated with other exhibitors, trade leads• After you send the hand written note, send heritage

follow up card and show “how far we’ve comeand how far we can go for you.”

• Example:16 horse hitch Case thresher

Less Expected Ideas• Prioritize leads, but don’t ignore those that are not an

immediate fit. They may be goods leads, partners or provide referrals for you in the future.

Less Expected Ideas• Create a customer care hotline for TSCRA members.

Whether your customers or not, give ranchers a resource for their questions. They will convert to your brand eventually if you help them solve their problems.

• GE Answer Line was incredibly successful at employing this idea.

Less Expected Ideas• Track your key questions

• Helpful for future trade shows• Content for newsletters, blogs, follow up calls

Less Expected Ideas• Provide feedback to Tim or TSCRA while convention is

still top-of-mind• What worked and didn’t work• Things that were better than last year and things that weren’t• Comments from convention attendees• Suggestions for future• Don’t be afraid to say thank you

What the Lawyers Make Us Say

Left Field Creative appreciates your interest in our presentation from the recent 2015 Cattle Raisers Convention Academy. We would, however, ask for a few courtesies about the content we’re sharing. To that end, we asked the lawyers to tone down the language.

•All material presented is protected by copyright and intended only for companies exhibiting at the upcoming 2015 Cattle Raisers Convention. These materials may not be shared with outside resources including advertising agencies, design firms, digital marketing firms and media outlets.

•Distribution and broadcast of the contents of this work, including online use and posting, is strictly prohibited without the express written consent of Left Field Creative, LLC, St. Louis, Missouri.

Thank You!!

© 2014 Left Field Creative, LLC