Are You Communicating With Your Audience Too Often?
Clutter. Just the word makes me cringe.
Computers and technology were supposed to make paper obsolete. Key phrase: “Supposed to.” Look around your office. Is it paperless? Or is there more now than ever? Do you print out important and less important e-mails so you won’t lose them? Not to mention reports, excel spreadsheets, and PowerPoint presentations.
Now think about your e-mail in-boxes. None of us have just one e-mail address. Most have several. Hotmail. Gmail. Yahoo. Proprietary. How much e-mail do you receive daily? How many e-newsletters? I counted the other day. Between clients’ industries, the exhibition business, and my presentation and social media interests, I receive at least 25-40 e-newsletters a week. Yikes! Who has time to do all that reading —and get work done? No one.
Do you, as an organization (not just the marketing department), ever discuss how often your show is communicating with attendees and exhibitors? Do you discuss information overload? Do you ever survey your visitors about the quantity and the quality of information they receive from you? Then —and here’s the catch—do you both listen to their answers and incorporate them? We’re all guilty of bombarding attendees and prospects in the weeks leading up to the show. Is there a better way of communicating? Can we say more with less?
Stephanie S. Selesnick, CEM, is President of International Trade Information, Inc., longtime global exhibition industry specialists helping U.S. show organizers increase international participation in their exhibitions and clone shows overseas. You can follow her on Twitter at @stephselesnick.