MARKETING

On the Road

Visiting customer sites and putting on trade show-like presentations.
Advertisement

Trade shows are great places to make friends and influence people. But might it be better to take your own show on the road? Carl Aschinger, CEO of $28-million Columbus Show Case, knows it is.

Aschinger, whose Ohio company makes a variety of retail display cases -- some with fancy electronics -- for supermarkets, has been taking his show to customers and prospects since 1988, but he doesn't claim to have invented the idea. He does claim results, though. In his industry a sales call leads to success a maximum of 25% of the time. But when he began putting on his own show, his hit rate rose to 40%. Conventional trade shows yield a 10% to 12% return, he says, and staging his own, at midpriced hotels, costs him 50% less.

About seven times a year a Columbus Show Case team -- a salesperson, a marketing rep, and a mechanic -- visits supermarket headquarters from San Francisco to Boston and Los Angeles to Tampa (and last year, Mexico City) with a truckload of glass cases.

"We target exactly who we want to meet. It could be the head buyer or merchandisers or the vice-presidents of construction," says Aschinger. "It's a great tool, one we'll use for many years to come."

* * *
Last updated: Mar 1, 1995




Register on Inc.com today to get full access to:
All articles  |  Magazine archives | Livestream events | Comments
EMAIL
PASSWORD
EMAIL
FIRST NAME
LAST NAME
EMAIL
PASSWORD

Or sign up using: