This week, a colleague asked me why we promote Exhibit Specials during our busier months, like August and September. He said, “Is it really necessary to offer discounts when we’re already getting those orders?”
It’s a fair question. Discounts would seem illogical when business is good, like watering your garden when it’s raining. The answer is yes… and no.
From a Classic Distributor Perspective:
- You have clients with healthy budgets. Others with mystery (or delusional) budgets. Some clients ask about specials. Exhibit Design Search allows you to appeal to all of those clients.
- Your Sales and Marketing teams want a reason to communicate with clients. This Unbranded Specials make that easy with downloadable literature.
- Specials spark conversations with clients, and those conversations usually land on an exhibit solution (that isn’t an Exhibit Special).
- Specials have deadlines, which encourages your clients to decide — sooner rather than later.
From Classic Exhibits Perspective:
- Not every Classic Distributor is familiar with Gravitee and Symphony, which are featured in August/September. Specials spark conversations with Distributors about those products. Those conversations lead to increased product knowledge and future orders. Like during slower months.
- We’re very needy at Classic. We want you to visit our website regularly. Exhibit Specials give you a reason. Same with our monthly Lightning Deal.
- Specials are easy for us. We’ve built those designs many times, so they flow seamlessly through Project Management and Production.
Here’s a secret we probably shouldn’t share. We don’t sell as many Specials as you would think. Not that we don’t want to, but the statistics don’t work in our favor. For August/September, there are (8) Gravitee and (8) Symphony 10 x 20 inlines in Exhibit Specials. All beautiful designs. However, there are over 1500 designs in Exhibit Design Search. That’s 16 vs 1500+ which is approximately 1% of all designs in EDS.
In the end, whether you choose the 1% or the 99%, we’re happy. Overjoyed actually. 😊
