Baby Steps to Bump Up Your Sales: Exhibition Marketing Done Right
Looking at my daughter Taylor, now five, I’m reminded of a valuable marketing lesson I learned at The Baby Show when she was on the way.
It’s funny how some business insights stick with you, especially when they’re tied to personal memories.
A Tale of Two Approaches
The NEC Baby Show was exactly what you’d expect – hundreds of exhibitors selling everything from prams to pyjamas.
But what fascinated me wasn’t just the products – it was the stark contrast in how different businesses approached their marketing.
Let me share a story that still influences how I coach businesses today about exhibition marketing.
The Marketing Masterclass
I remember one particular stand that caught my eye with adorable teddy bear pyjamas.
Their approach was brilliant:
- Instead of selling single items for £26, they created a show bundle for £45
- The bundle included PJs, a blanket, another outfit, AND a £10 voucher
- They dramatically increased their average transaction value
- But that wasn’t the clever part…
The Game-Changing Question
Here’s where it gets interesting. After purchase, they asked: “Would you like your receipt emailed or texted to you?”
Five years later, I still use this example with my coaching clients. It’s such a simple way to capture customer details that feels helpful rather than pushy. But they didn’t stop there.
Building Long-Term Value
To activate the £10 voucher, customers needed to complete a quick form with their details.
Pure genius because:
- Everyone filled it in (they’d ‘paid’ for the voucher)
- They captured quality customer data
- Nothing on their website cost less than £10
- Customers inevitably spent more when redeeming
The Contrast
Just around the corner was another stand selling similar products.
Their process? Tap card, say thanks, goodbye forever.
Five years on, I couldn’t tell you their name if I tried.
The Business Impact
Same exhibition, same target market, drastically different results:
- One made sales just for that day
- The other built a customer database for ongoing revenue
- One hoped to cover costs
- The other created a platform for exponential growth
Lessons for Today
These principles remain just as relevant now as they were five years ago.
When I’m coaching businesses about exhibition marketing, I emphasize:
- Create compelling bundle offers
- Capture customer details naturally
- Use vouchers strategically
- Build for long-term relationships
- Make follow-up automatic
Making It Work in Your Business
If you’re planning to exhibit at any show or event, remember: it’s not just about making sales on the day.
It’s about building a foundation for future growth.
Ready to make your next exhibition more profitable? Let’s talk about creating a strategy that delivers results long after the show ends. Book a virtual coffee with me, and we’ll explore how to maximize your exhibition ROI.
Best wishes,
Jamie
P.S. As my daughter reminded me recently when building her Lego tower – sometimes the best results come from taking small, methodical steps rather than trying to do everything at once.
