Micro-Casting: Creating “Booth Participation Insurance”
We recently had Mike Mraz from Exhibiting Excellence speak at our Virtual Conference site. Below are some of his thoughts…
The percentage of show attendees that will meet our unique target profile might be quite small. Gone are the days of blanketing a list of 6000 attendees with a direct mail postcard inviting all of them to your booth number. Many exhibitors are pairing that list of 6000 down to 1,500 to 2,500 defined prospects. Though this allows us to do a much better job of aiming our resources, the MicroCasting concept pushes us one step closer.
Ponder this, if you were able to orchestrate 10 meetings with just the right 10 attendees and in those 10 meetings established post show activities with each of them, wouldn’t that in itself justify your exhibit spend? BOTTOM LINE – We can’t let the masses get in the way of our primary objective – “The Critical 10″.
