Across many sectors and industries, promotional activity is key to winning new business. Engaging the target audience is at the core of a successful promotional activity - particularly those of the demographic most likely to engage with or purchase the ‘product’ or ‘service.’
Access Point, over our 25-year history, has been supporting many organisations with promotional space to engage in face-to-face conversations and lead generation. We’re able to provide promotional spaces for a variety of venues, from supermarkets and garden centres to shopping centres and train stations. Keep reading our guide to lead generation to find out our ideas and how to make your promotional booking a success.
First things first, make sure you understand who your target customer is. With a clear idea in mind, you’ll be able to get a picture of where they live, where they are most likely to appear, how they travel, where they shop and what brands, products and services they are likely to purchase.Â
The next step in how to generate leads is to know where to engage your target customer. An example of this is the success of many car dealerships that promote specific types of vehicles across garden centres. Car product placements at garden centres attract a specific demographic of car-driving homeowners who are more likely to invest in these new vehicles. Other industries may find their target audience easier to engage at locations like retail parks, shopping centres or supermarkets.
After the ‘who?’ and the ‘where?’ comes the ‘what?’ When you have chosen your ideal location, you need to work on what your message is going to be. If you want our advice, keep it simple and engaging and make sure it cuts through any distractions.Â
When it comes to your stand, you need to ensure it clearly displays your message, as well as engages and welcomes your audience. Regardless of how famous your brand is, your audience may not engage with you if your messaging isn’t clear! For example, you may be able to help your target audience save 40% off their utility bills, but if your stand doesn’t carry that message, they may just think you are promoting the brand and walk past.
Avoid the pitfalls and ensure that your stand is clean, tidy and well-kept. It’s also worth having a decent understanding of your promotional space so you can maximise your engagement - too big a display can create footfall congestion, but too small may result in you simply being ignored.
Your staff play a massive part in generating leads, so make sure they’re knowledgeable about your service. The best kinds of staff for the job are people friendly, approachable and keen to engage with the general public. Be sure that someone is at your stand at all times, or at least during peak footfall periods, with shift systems in place to cover lunch breaks, etc.Â
They should also be aware that the promotion isn’t an opportunity to wander around the venue doing their personal shopping - they need to be in engagement mode, ready to maximise the investment that the organisation has made in the promotion.
One of our best lead generation ideas is to create appropriate materials specific to your organisation. Nobody wants to take away a handful of literature when a single flyer about the promotion or business card would suffice!
In order to best understand how to generate leads, you need to know exactly what goals you wish to achieve. Once your time in the promotional space is up, you’ll then be able to understand if you’ve achieved your desired return on investment (ROI). Just don’t forget to follow up on any leads - many don’t and wonder why their promotion failed! The process of setting targets will help you out with future lead-generating decisions.
Access Point has supported many successful lead generation campaigns and can help organisations get their desired results. You can find out more about us on our website or contact us for more information by calling 01704 544999 or emailing hello@apuk.net.
Access Point has created a set of help guides to support promoters and mobile caterers especially those new to the industry.
Starting a kiosk business and wondering where to start? Access Point has plenty of information and advice to get you started on setting up your pop-up shop & kiosk space.
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