Monthly Archives: May 2017

Is there room for another grocery discounter?

With Aldi and Lidl opening stores across Australia and giving the traditional grocery stores a run for their money, is there really any room for a third grocery discounter?

Kaufland - discounter

German retail company, Schwarz Group, has plans to bring the hypermart chain Kaufland to Australia.

Kaufland has seen success in Eastern Europe with more than 1,230 stores and has a strategy similar to Lidl and Aldi but sells branded products as well as its’ own discount merchandise.

While hypermarkets are not something that Australians have really witnessed before, the Kaufland model is based around a large format store stocking up to 60,000 product lines – everything from groceries to electronics – and this could be the differentiating factor that attracts consumers to ‘give it a go’.

Already experts believe that the Aldi’s and Lidl’s of this world leech off the bigger supermarkets initially and then convert those shoppers to buying their bulk shop from them, using Coles or Woolworths for the specialist items that they cannot offer.

If Kaufland has all the discounts and a wide product range, including their own ‘K-Classic’ brand, this could be exactly what consumers are looking for.

The Coles and Woolworths of this world, however, do not agree that it’s all down to price and still remain strong about differentiating themselves by the other services they provide in-store.

It will be very interesting to see what impact this ambitious Australian investment and development program for Kaufland has on the Australian grocery market and how consumers will react.

 

Follow up on leads – it’s worth it!

Never been easier

Data capture and following up on leads from an exhibition or trade show has never been easier. No longer do you need reams of paper to collect names, phone numbers and email addresses as it’s all captured on a tablet and sent straight to your database, ready for you or your sales team to follow up on. Or is it??

Lead Generation and Data Capture

Research has long suggested that the vast majority of leads generated by trade shows never receive any follow-up by company representatives. A recent study estimated that less than 70% of exhibitors have a plan in place to follow up leads after the show.

 This is crazy!

With the likes of MailChimp, Asana and other database marketing tools that can be automated to contact leads after the show, this really should be a simple task and one that can be set up weeks before the show. But so often this part of the sales process gets forgotten in the ‘whole trade show plan’ and the leads that you do generate become worthless. 

So here are a few ways you can make sure this does not happen to you:

Create a Trade Show Plan

A trade show plan does what it says on the tin. It is created for a specific show and covers everything from the layout of the exhibition stand, lighting, connectivity, devices, staffing and promotions. However, one of the most important things it should include is ROI and lead generation. Without a plan in place for what happens after the show these leads are in danger of being forgotten.

Create a Data Capture Page

A data capture page will create a new database where you can keep all your leads from the show. You could encourage visitors to leave their details by offering a reward, whether in the form of a competition or further information. If possible have a dropdown list on the data capture page that can categorise the leads into specific targeted groups. This way when you send them info after the show it will be relevant and targeted to their industry.

data Capture at an exhibition

Have a Post-Show Plan

Have a plan in place for after the show covering how and when you are going to contact these leads and who is going to do it. Ensure your follow-up plan offers a range of options for further engagement, like a free download or a demo request (don’t limit this to one option, give them a few to capture everyone’s interest). And make sure that you remind prospects of any announcements or special offers that you made at the show. Basically, make your email count, make it drive some action.

Make it Someone’s Job

If after-show contact is not a job for you then find someone who can own it and run with it. Ensure that person understands the plan and then has all the tools to make it happen. Include conversion analysis in your plan so that you can understand how many leads converted into sales and their value – sometimes this kind of info helps you negotiate with event organisers the following year.

We love warm leads

Any lead created at a show or exhibition is considered a warm lead. These are people that have visited your stand, have given you their email address and have shown an interest in your product. Contact them and make the investment you made at the exhibition give you something in return.

Make every lead count.

 

If you need help with your next exhibition stand or want to design some collateral around data capture give us a call on 1300 240 250.