Trade Show Marketing

Marketers New Years Resolutions...
Staying Alive In '95

Why do we go through this ritual? Every year about this time, I find myself sitting down to review the past year's business... the accomplishments and shortcomings, the shouldas, couldas, buts, yets and why nots. Each time I come up with a litany that sounds strangely familiar to the year before. I make all sorts of promises. I write them down, put them into my "things I'm gonna do" data base and usually trash the whole project by the first of February.

Well my friends... this year will be different because you are going to help me get through my list. By sharing my list with you now, I am baring my soul for all to see, critique and judge this time next year. I am going to be accountable (such a cold phrase).

First of all, I'm not going to buy anymore books on "new wave" marketing until I've read all the "old wave" marketing books I bought last year. All of these books seem to have the same message: put the client first... know what they want... provide above-average service... be on time... charge a fair price... and you will be successful! A good message. Why so many books?

Next on the list is the mailing I am going to do to potential clients. I have several very sophisticated data bases to help me accomplish this task. They range from those who I think really need my services, to those who might be able to use my services... if those that need them don't happen to agree with me. Besides, I need to make room under my desk where the large box of my brochures has been sitting since I first decided to undertake this project.

Naturally, after my mailing has been received by everyone, my phone will be ringing off the hook. However, I realize that some people may not call me as soon as I might like, so I promise to follow up the mailing in a logical and systematic manner (one of those cold phrases again).

I think I'll try practicing some of what I preach to clients. I don't know about you, but I must confess that some times I feel like the shoemaker's kid (didn't have any shoes) when it comes to marketing my own services. It seems I have time for everyone else's marketing projects and precious little for my own. I tell clients that if they don't market, they won't be around very long. I need to listen to myself.

This year I will be a better manager of my resources. I will spend my time on productive pursuits only...  I will recycle the paper in my office...  I will not order any lunches costing over $3.95...  I will play golf only on days ending with the letters d.a.y...  I will return all phone calls within the day...  I will remember to enter all checks in the check register  and will balance the checkbook each month...  maybe.

One resolution that I won't have trouble keeping is to have fun and enjoy whatever I am doing.

Happy New Year!