What can Rolls-Royce Teach us about Exhibiting Success?
638 words | 2:30 mins
What can Rolls-Royce teach us about exhibiting success?
Exhibiting Success can be achieved by following the same philosophy as Rolls-Royce.
Fundamentally, exhibitions are about bringing buyers and sellers together, and face-to-face interaction is unbeatable and unparalleled by any other marketing approach.
The ability for a visitor to touch, see and feel a product, to have a conversation and look into the eyes of a real person. The ability for an exhibitor to see more people in a single hour than they could in a day on the road – to solidify relationships started on the phone, or at networking meetings, to be able to see the visual cues of human interaction and gauge subtle shifts in body language and respond appropriately, is without doubt the nectar of business growth.
You and I know…
There are hundreds, if not thousands, of people out there who would love to buy your product or service, if they knew what it could do for them. If they understood how it would make their life better, appreciate the real results and benefits they can get when buying from you. But, they don’t know. Why? Because you haven’t shown them yet.
Here’s how to do it…
To achieve exhibiting success the first thing to do is to appoint a Trade Stand Manager. Why? Because if you want to become the Rolls Royce of the exhibiting world – carefully crafted, stylish, perfectly formed, unique, desirable, reliable and sought after then you need someone like Claude Johnson on your team.
Who is Claude Johnson? Claude Johnson was The Honourable Charles Rolls friend and business partner: CS Rolls & Co. Together they set up the first car dealership in Britain
Let me explain…
When The Honourable Charles Rolls and Sir Henry Royce joined forces in 1904 they knew that creating a brand requires vision. So, while Rolls and Royce were busy building and selling motor cars, it was Rolls’ partner Claude Johnson, who stepped into the role of Managing Director and expanded the fledgling company’s reputation.
A genius at publicity, Claude Johnson was so integral to the success of the company that he became known as ‘the hyphen’ in Rolls-Royce.
One of Johnson’s early adverts for the 40/50hp motor car promoted it as: ‘The six-cylinder’ Rolls Royce – not one of the best, but the Best Car in the World’. In that moment, he had introduced the phrase that would forever be associated with Rolls-Royce.
Your Trade Stand Manager is the hyphen between your business and the customers you serve.
When you adopt Rolls-Royce instinctive desire for perfection using their work ethic that later became a pillar of Rolls-Royce philosophy:
“Take the best that exists and make it better.”
You too can become the Rolls-Royce of the industry or people you serve… if you know how.
That’s what I’m here to help you do – become the Rolls-Royce exhibitor. To be regarded and seen head-and-shoulders above the rest at every show you attend.
To read more about the Rolls-Royce story click here.