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Jan 08

Fresh startGiven that we’ve started a brand new year, now is a terrific opportunity to make a fresh start and plan a strategy for your 2014  trade show marketing.
What’s 2014 going to bring and how well will we do are often questions we wish we could have answered at the beginning of the year, rather than at the end, when opportunities may well have passed us by. Going through many of the business marketing predictions for 2014, here are the top five trade show marketing predictions I foresee as serious possibilities that could impact your trade show marketing:

Prediction #1: Video
Video is gaining momentum to the point that pundits believe it’s a vital component of any marketing, no matter what size your organization or what you sell. YouTube ranks second in people’s searches for information. Since video shows up in 70 percent of the top 100 search results listings, and viewers are 64-85% more inclined to buy after seeing a product video – you’d be crazy to overlook this powerful marketing tool.

How can you integrate video into your 2014 trade show marketing strategy?

Prediction #2: Webinars
Webinars have become one of the best ways to generate numerous interested prospects for your sales team. Done properly, they allow you to educate your target audience, providing content that helps solve problems, which in turn drives awareness to your products/services. This helps to establish you as a trusted partner, not just a vendor pushing your wares.

How can you integrate webinars into your 2014 trade show marketing strategy?

Prediction #3: Niche marketing
Niche marketing is fast becoming the best way to communicate with your target market. Because of the incredible noise and plethora of information in today’s marketplace, people are looking for more specific ways to find the facts they are most interested in.

How can you integrate niche marketing into your 2014 trade show marketing strategy?

Prediction #4: Content marketing

Content marketing will continue to excel as a key information sharing medium for companies to speak to their target audience. “Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.” Joe Pulizzi, Founder, Content Marketing Institute.

Currently 9 in 10 organizations market content; over 27 million pieces of content are shared daily; every month 329 million people read blogs. Resource: Social Media Today

How can you integrate content marketing into your 2014 trade show marketing strategy?

Prediction #5: Mobile
Mobile usage is growing daily. The following statistics speak for themselves:
• 91% of all people on earth have a mobile phone
• 56% of people own a smart phone
• 50% of mobile phone users, use mobile as their primary Internet source
• 80% of time on mobile is spent inside apps
• 72% of tablet owners purchase online from their tablets each week
Resource: Super Monitoring

How can you integrate mobile marketing into your 2014 trade show marketing strategy?

Imagine if you truly embrace and add just one of these powerful trade show marketing predictions into your 2014 trade show marketing plan, how much more effective might your exhibiting results be?

What’s your 2014 trade show marketing prediction? Please add your comments below.

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Oct 31

scaredWere you aware that there are potential customers walking the trade show floor who are frightened to walk right into certain exhibits. It takes place more frequently than you suspect. In reality, it might be going on at the booth right adjacent to yours. Prospects who are terrified, might possibly attribute it to some previous experience, when they could have been forced into making a buying decision.

Just how can this happen? Just what conceivable technique could there be to force prospects into deciding to buy anything unwillingly?

You see don’t assume all the ‘people pleasers’ at a trade show are booth staff. Quite a few are strolling the aisle, as visitors. Whenever these types come across an extremely single-minded salesman, they can be bullied into a sale. That’s absolutely not the way you would want to carry out business.

Alternatively, you will need coach your exhibit staff to use a needs-focused tactic. By way of engaging attendees in a discussion, questioning, tuning in rather than talking, and genuinely centering on resolving the prospect’s issues, you are a lot more likely to sell anytime the attendee is completely satisfied.

The secret to this is five questions, the Familiar Five that ought to be a part of every single sales interaction:

1. What:
Precisely what does the prospect want? Do they have challenges with their current providers? Are they trying to make do with a product that doesn’t specifically fit their requirements? Perhaps the system runs adequately, but it’s very costly. You’ll need this answer in order to move on to various other problems.

2. Why:
Why would
your enterprise be the most ideal to match the attendees’ demands? Assuming they refer to continual technical problems, do you offer fast service? Assuming they need a size 3 widget, does your company make them?

3. Who:
Partnerships are key to business. At the same time, our mobile society suggests that fast staff turnover is a reality of life. Two companies could have had – or come near a business connection in the past, just to have things not succeed. Yet still this simple fact may be completely unknown to your booth team. Equip your booth team with some corporate history, in conjunction with selling information that show how items have changed in the meanwhile.

4. When:
When your booth team says anything, prospects want to find out they can rely on that as fact. People would like to know you have a background and that you’ll ensure that is stays when they stay with you. You can use concrete examples: “Although we’re constantly bringing out brand new and unique products, we also to supply parts, and support the other models we’ve made.”

5. How:
The way your business conducts itself is becoming a lot more important to many of today’s decision makers. Consumers want to avoid being tainted by association with any scandal-ridden business. If a prospect mentions an ongoing negative newsmaker, avoid the urge to be protective. Instead, answer by using a statement that shows your organization’s strength and leadership.“We know that those types of things happen within our industry, but we’ve discovered the more effective route is the straight and narrow. This way we can stay focused on the customer and their wants.”

Of course, it’s not easy to adjust to all this inside the thirty-second window you have with the average attendee. The urge is usually to speak more rapidly, aiming to cram in the maximum amount of information
as possible. But resist the temptation. Your job is to get them talking – and once a visitor starts chatting, they are much more likely to invest extra time at the booth, and naturally less likely to be scared away.

 

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Oct 22

trade show giveawaysHave you ever found yourself struggling to find the right trade show giveaways? Shopping for trade show giveaways can be an overwhelming task. The catalogs jammed packed with tschokes, from pens, pencils, and mouse pads, to coffee mugs, baseball caps and more, can make your head spin! When your boss and sales reps chime in with their bright ideas for novel giveaways, you’re in mega information overload. With all this information, how do you choose the right giveaway that leaves a lasting impression with a powerful marketing message?

It’s time to consider what happens when the trade show is over.  Imagine an attendee who’s a buyer for a large chain of clothing stores, and she’s just spent three days at a show. Dazzled by the whole experience, and tired from the journey, she is sitting in her office examining her tote bags full of goodies. Right now, her first thoughts might go something like this:

“Wow, they love handing out pens and pencils. Maybe my new hires can use those mouse pads. How about the tote bags? They might come in handy for groceries, or for my assistant. And the hi-tech novelties can go straight to my teenage son, Darrell.”

Suddenly, she spots a small booklet entitled “27 Ways to Be A More Discerning Buyer,” which appears packed full of interesting information. She quickly slips it into her handbag to look at on the train ride home. Out of all the giveaways she walked away with, this booklet proved to be the only thing of value to her.

Informational products, such as booklets, special reports, checklists, tip sheets, audio or video recordings, have a way of doing something more powerful and valuable than any other items.

Let’s take a quick look at five ways they help you stand head and shoulders above your competition:

1. Builds credibility.

They build credibility because information wins the day. It’s that simple. When you provide your audience with information they can use, they view you as knowledgeable.

2. Viewed as a thought leader.

When you’re viewed as knowledgeable, customers and prospects often translate this into expertise, mastery or thought leadership in your industry.

3. Sends a positive message.

As a thought leader, informational products send the message that you are interested in pursuing a real relationship with your customers. You understand their problems and challenges. You can offer them solutions.

Compare that to a coffee mug. The customer is more likely to think about having their morning caffeine fix before they ever think about you!

4. More bang for your buck.

You get more for your money when you choose informational products. You can create your own content, and then have the license to do what you want with them.

5. Use existing informational products.

On the other hand, there are many informational products available where you can easily get permission to simply personalize it with your logo, website, and contact information.

Pens run out of ink, coffee cups can be dropped and broken, but informational products are remembered, valued, and most importantly, can trigger buying activity.

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May 17

Choosing the right trade show that attracts your target audience is crucial.
In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, talks about choosing the right trade show to exhibit at.

According to tradeshow research, approximately 60% of attendees come from a 200 mile radius of the show. Investigate which shows will give your company the best exposure to the target audience you’re interested in attracting.

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May 17

New products at trade shows. According to trade show research, over 76% of visitors to a trade show are there to see “what’s new.”

In this episode of the Tradeshow Training Minute, Susan Friedmann, CSP, The Tradeshow Coach, walks you through her “new & improved” formula to display your products/services.

What aspect of your products/services could you highlight that are unknown to your target audience.
Think “new”, think “improved.”

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