Analysis
Cross-selling secrets of success
Matthias Baur looks at effective methods of cross-marketing
and cross-selling in the exhibition industry
he exhibition industry
is unique because
it doesn’t just serve
one sector, but many
very different sectors. This brings
benefits but also challenges, as
show organisers have to tailor their
team set-up to the specific show and
industry they are serving at any
given time. It can also make cross-
departmental exchange of marketing
and sales techniques harder than
for other industries. For example,
in the finance industry product
portfolios can be different, but they
ultimately all still cater to financial
requirements.
To successfully promote a show
in a specific industry, the strategy
should be focused on that particular
sector and should not be a simple
duplication of a generic show
marketing campaign. In the same
way, the sales processes should be
set up to serve this specific show.
w w w.exhibitionworld.co.uk
This approach, more often than not,
will result in a marketing and sales
team that is highly specialised in the
industry that their show serves. It also
results in the sales team becoming
extremely familiar with the exhibitor
and visitor group, making them
more effective in creating a targeted
sales campaign that is unique to the
industry and show itself, forging
stronger relationships, links and
hopefully show loyalty as the years
progress.
While there are many benefits
to this typical set-up, there are also
disadvantages to be aware of. A good
example is when the lines of business
and camaraderie become blurred.
Although a close relationship between
the sales team and exhibitors can
promote great sales results and can
often guarantee repeat business, such
familiarity can also hamper sales. A
sales person who considers contacts
as friends first and clients second,
“The strategy should be focused
on that particular industry
and should not be a simple
duplication of a generic show
marketing campaign.”
may not be as assertive when it comes
to upselling.
Another disadvantage is that a
dedicated show team set-up can work
against the ongoing organisational
need to balance sales and marketing
resources to increase profitability and
work efficiency. A show cycle requires
different resources at different
times, so sales teams that only serve
one show are often under-staffed
at times when sales need a push, or
over-staffed when a show is just over
and exhibitors need to reflect on
results before rebooking. Balancing
Issue 5 2019
65