Homeshow Vs Direct Mail?

ruskent

I have never done a home show before. Now that i am in the pool and spa business i started checking rates for booths. At a home show with a 25-30000 attendence, they want 4500 for a 10x20 booth. I figure i'll spend atleast another grand on banners, promotional gear, etc.

So if i do this 4 day home show i am looking at a minimum of 5500.
These 25000 -30000 people could be from all over the states.

Or for $5500 i can mail out 30k 1/2 page post cards to high end zip codes.

I only have so much money to spend. I've heard of companies selling 5-6 pools at a home show.

What should i spend my money on?

BTW a 10x10 booth is $2200.

Matt

marc

I'm a Siding, window and sunroom contractor so I can't speak to you about pools. I do a lot of home shows, fairs, craft shows, flower shows, food festivals, etc. (FACE TO FACE marketing) We also do a lot of direct mail........(both shared and solo)

Here are the numbers..................

Home Shows and Fairs. We've done 39 shows this year, creating 341 leads and $941,265 in net business

Direct Mail I spend just as much here as I do on shows. We have only created 87 leads and sold $382,405 in net business

Clearly shows are the way to go but they are a lot more work. Direct mail is easy which is why we still do it.

BTW...........We don't get any more leads with a bigger booth. We've done it both ways.
Get the smallest booth available and save the money. Key is to not let anybody go by your booth without offering them a brochure.

dougchips

Matt, the direct mail is touch and go. I sell windows and we use it. If my mailers go out during a warm period they fail. I have to plan the season and the temp in order for them to work well.

Shows, this winter will be our first season with home shows. The last couple I went to I was able to ask other vendors how many leads/appointments they got. From what I learned, it is best to try to set appointments if you can. The prices are all over the place for Home Shows, in my area a 10x10 booth goes from $1000-$2500.

If you are doing the Home shows, have enough fresh staff to greet your customers. Fresh staff that are not sitting down (tired), not reading (bored), not eating or drinking (they need breaks), not talking to each other (maybe try husband and wife or x-wife). The last couple home shows that I walked, I found 80% +/- of the staff not being alert and greeting people. I will make sure that I can switch my staff every 4 hours before I will commit to a show.

Use the search function on here, I think this has been brought up a few times.

Mike Finley

What about the costs associated with your booth? I can't imagine getting away with less than $1500 for just a basic presentation.

JNLP

Do you mind sharing how you can send that many so cheap? That's like 18¢ a piece for printing, adresses, labeling, and postage. I've been shopping around, and can't come close to that price.

marc

I'd like to know that as well............We send out 5.5 x 14" with perferated business reply card in full color but it costs us $4800 for 15,000 pieces. I thought that was a pretty good price........Full custom piece. You are almost half that price.

marc

We have one booth that costs us $3500 and 2 booths that cost us approx. $1700 each. This includes table, carpet, lights etc.
I didn't figure those prices in because the booths have been paid for for 3 years now. This year we will need to replace 1 of the booths.

ruskent

I got the hook up on direct mail. I'm friends with a guy that owns a big mailing company. I help him with some stuff, then he helps me with some stuff. Best networking relationship i made yet!

I am in the process of picking up a spa line. I wanted the larger booth so i could display a spa. Maybe i'm better off with th smaller booth and make appointments for people to met me at my showroom.

Matt

Danahy

I like homeshows myself, sure you give up your time, but you can sell better face to face... Perhaps you could contact your suppliers to borrow or rent their booths?

I don't have to pay for my booth as it comes from my supplier, that's why I'm suggesting it..

streetracer

Experts in the field of Direct Mail claim that repetition is key, like with any kind of advertising. One shot marketing efforts are likely to fail, so maybe plan to mail once every 3 or 4 weeks to each home for 5 or 6 times.

Floorwizard

I would want to know what my competitors are doing at the home show first.
I would hate to spend that cash to find the other guys out classing me.
bigger booth's with more display's

__________________
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"in 20 years you will regret more what you did not do than what you did"

POOLMANinCT

what counts is your take home lit.

after hitting & gazing 300 booths do you think any attendees are going to remember..

they will leave thinking about pools forget about pool.. start thinking about pools at end of feb or when tax refunds come...

have a great take home piece!!! i think your in the fiberglass shell game,? im sure they will see a couple there.. so have a great take home piece ( i repeat to make a point) San juan pools usually does all the big home shows up here and dealers get a booth.. call your rep
maybed he doesnt know about the show & would be willing to buy a booth & bring a shell ... then piggy back w/ a small booth...

call him today, i know who you poolguys put stuff off

ray

Danahy

I agree about the take home lit for homeshows for sure... What I have tried to do is to put some serious time in selling people I think would actually buy. I let them know that I would rather not add to thier take home stuff, but rather give them a call in a week or so and talk about it when it's more conveniant for both of us. I found that when I was in the volume in numbers game it was easy to come across as "just another homeshow vendor", and I was easily forgotten.

... just a thought.

ruskent

One other thing to think about. This home show is 54 miles from my home and around 40 miles from my target area that i like to work in. Do you think this show is going to be to far away to reach my target audience? There are no other big shows closer to me.

Matt