The power of presence
Detail:
It was a victorious DFS Crufts on more than one count. The cloud caused by the controversial BBC documentary Pedigree Dogs Exposed was way off on the horizon; the Peta demonstration was more of a whimper than howling carnage – despite the group spray painting a handful of dogs in the car park on opening day; and the debate over Dangerous Dogs was shoved firmly to one side as competitors, visitors, exhibitors and participants joined firmly in this celebration of dogs.
Interestingly enough, while some trade stand exhibitors said business was brisk, others felt it was quieter than last year, even though visitor numbers at an estimated 150,000 were on pretty much an even par. Was the recession to blame? Or are visitors more Internet savvy and doing more shopping online in the search for bargains?
It is a fact that visitors expect to find exclusive show offers. Whether one will have to rethink those margins for future shows is one for next year’s drawing board.
As someone said, being at Crufts – or any show, for that matter – is all about the experience, showing people that you care about dogs, and a great way of showing your products to potential customers. Whether they buy that bed or drinking bowl now or later from a pet retailer or online shop does not really matter: recognition and presence is the name of the game.
And yes, consumers can be fickle beasts. With so many products vying for their attention, it is all too easy for a customer to try another product and then forget about yours. Consumers need to be constantly reminded that you are there, and that you have their pet’s best interests at heart.
History is full of examples of examples of successful manufacturers and producers that have cut their marketing budgets and then seen a slide in sales. It is that very reason that global players invest so heavily in marketing and advertising. There is a reason Pepsi, Gillette and Nike have multi-million pound advertising budgets.
That is why every single exhibitor I spoke to will return to DFS Crufts next year. And is looking forward to the entire experience.
Interestingly enough, while some trade stand exhibitors said business was brisk, others felt it was quieter than last year, even though visitor numbers at an estimated 150,000 were on pretty much an even par. Was the recession to blame? Or are visitors more Internet savvy and doing more shopping online in the search for bargains?
It is a fact that visitors expect to find exclusive show offers. Whether one will have to rethink those margins for future shows is one for next year’s drawing board.
As someone said, being at Crufts – or any show, for that matter – is all about the experience, showing people that you care about dogs, and a great way of showing your products to potential customers. Whether they buy that bed or drinking bowl now or later from a pet retailer or online shop does not really matter: recognition and presence is the name of the game.
And yes, consumers can be fickle beasts. With so many products vying for their attention, it is all too easy for a customer to try another product and then forget about yours. Consumers need to be constantly reminded that you are there, and that you have their pet’s best interests at heart.
History is full of examples of examples of successful manufacturers and producers that have cut their marketing budgets and then seen a slide in sales. It is that very reason that global players invest so heavily in marketing and advertising. There is a reason Pepsi, Gillette and Nike have multi-million pound advertising budgets.
That is why every single exhibitor I spoke to will return to DFS Crufts next year. And is looking forward to the entire experience.
By:
Sandra
Date/time :
15/03/2010
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