Call us on 0208 997 8596or visit us at www.moyne.co.ukDeliveringore choiceExpertly. Imaginatively. Cost-effectively.Moyne Exhibitions has been seamlessly managing every aspect of the exhibition process from concept right through to construction for events of all sizes for over 15 years. We offer a bespoke service allowing us to deliver high quality products whist keeping our costs competitive.Our services include. Display Systems. Electrical Services. Feature Design & Build. Floorplan Design. Floors & Floor coverings. Furniture Hire. Graphics. Online Ordering. Outdoor Events. Shell Scheme. Stand Design & Build. Stand Fiting. Venue Services. Worldwide Management
BUSINESS CLINIC36 www.exhibitionnews.co.ukt's the end of the world apparently. Mayan prophecies include a reversal of polarity, solar storms and possibly some of those horsemen. All we need is a rash of plagues - not locusts or fi re storms, but customers delaying a decision until the very last minute. Oh, wait - it has already started.So what can we do to get earlier commitment? Firstly, we need to understand why customers are delaying and then implement measures to incentivise their action. Historically a delay was seen as part of the sales process. A sale is only made when the buyer's desire to spend outweighs their inclination to retain their budget. First point: Are we giving our exhibitors enough 'desire'? Just because we have 'another channel' to market doesn't mean it is enough. We know events work, we may even know 'our' events work - does the prospect? Furthermore, thanks to the longest running recession in history, buyers have had several MAKING THE COMMITMENTISimon Naudi looks at how organisers can push back against the prevailing trend to delay decisions until the very last minuterounds of budget cuts and freezes and are forced to fi nd savings. This means they are on high alert, anticipating (and expecting) the next round of, 'Oh my God we need to cut back on spending' again. Consequently they are reluctant to commit even when they do have that 'desire' I mentioned earlier.In some cases it is compounded by the advertising habit that reinforces late decisions. If you wait until copy deadline, you probably get a better deal because the publication in question would rather run a low yield advert rather than paginate using a fi ller ad. To avoid this, stress the benefi ts of acting now rather than caution against the consequences of delaying a booking. In a battle between the carrot and the stick, the carrot (for early commitment) works better than the 'stick' of delay. Look at your pricing models - is there an incentive or are there benefi ts of getting their name on your fl oor plan today rather than in a month or three? Are you maximising on your stock of carrots?Remember the lemming effect. You know the infl uence key names and brands have upon the buying behaviours of their competitors. Creatively rethink what you can do to attract a few 'sexy' names early on in your sales cycle. Set-up a steering committee, have foundation partner status, offer incentives - do something special for the key accounts. Move heaven and earth to accommodate the bellwethers and prepare for the onslaught of also-rans. Do not underestimate the confi dence and reassurance it provides small- to medium-sized buyers who can see a strong exhibitor list when being asked to commit early. Finally, remind potential clients that visitors are still spending - whether they sign up or not, there will be visitors to your event and they will be spending their budget with someone. The quicker they get their names on that fl oor plan, the more publicity and marketing they will enjoy. They will also have the luxury of time to attract and invite the visitors they wish to do business with. A good stand, in a decent location with properly focused and trained staff will pay for their investment several times over. You know this - just make sure they do. - Simon Naudi is MD of Answers Group. Between the carrot and the stick, the 'carrot' works better than the 'stick' of delayTwo thirds of bosses say they welcome complaints every bit as much as they look forward to praise, British online review forum Feefo reports. Its latest research of e-commerce retailers found bosses don't always shy away from getting an ear-bashing when people believe their company has got it wrong. Feefo MD Andy Mabbutt said most welcomed negative feedback as long as it is open, honest and genuine."There is a perception that bosses always want to 'bury the bad news' ... but most businesses are realistic enough to realise an operation may not run seamlessly all the time," he explained. "They also know a business is measured as much by how it deals with those problems as it is by the services it provides."With the emergence of Twitter and other social media, the way we complain has changed and bosses also want feedback to come straight to them rather than having to search it out."GOOD COMPLAINTSSOCIAL MEDIA WAVE The most powerful social media experience companies can undertake is to respond to brand issues and customer complaints, a new report claims. The sixth instalment of Universal McCann's (UM) Wave study into the business of social media also found brand websites are falling out of favour, especially among 16-24 year olds, who view them as a one-dimensional experience and whose usage dropped 15 per cent year-on-year in 2011. The Wave study is based on consumers in 62 countries using sites such as Facebook and Twitter to engage with brands. UM research director for EMEA Glen Parker said brands that offer a personal response to customer complaints and queries using social media will gain respect and loyalty. "Companies' social media strategies are all starting to look the same," he continued. "What Wave 6 shows is that businesses need to think about creating social experiences that answer specifi c objectives before embarking on any social strategy. Simply getting consumers to 'Like' them is no longer a valuable enough tactic." While people admitted being increasingly concerned about having personal data online, the Wave study revealed it is a risk they are willing to take to upload a profi le on Facebook or share personal information and opinions online.Although TV remains a dominant platform, the Wave research also found 16-24 year olds spend as much time on social media networks as they do watching TV. As a result, UM's director of digital James Harris advised brands to use social media in conjunction with traditional platforms such as outdoor and press in order to reach more consumers more effectively. The device used to access social media networks is also infl uencing their usage. On average, consumers access the Internet via four different devices, with the smartphone and tablets quickly gaining ground on laptops and PCs, which remain the primary means of connection. In addition, the study demonstrated a smartphone is about fun and function, while the tablet device is seen as providing a more leisurely experience, such as creativity and learning - and is also seen as a better environment for making a purchase.