Tag Archives: marketplace

Apr 08

How many of your booth staffers realize that the most important message they send is communicated without a single word being spoken? Body language is a critically important element of communication. The way we hold ourselves, from posture to hand position and our proximity to our peers can determine how successful we’ll be as exhibitors.

Here’s a quick checklist. How many of the following “Sinister Six” body language habits do your staffers have? Continue reading…

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Jan 14

What’s ahead for trade shows and other marketing efforts in 2010?

Last week, I referred you to the StrongMail “2010 Marketing Trends” survey which polled more than 1,000 business leaders across a wide range of industries about their marketing plans for the upcoming year. This week I’ll continue reviewing the trends.

Trend: Everybody is jumping on the social media bandwagon. A whopping 59% of surveyed companies will be increasing their social-media budgets. How many will be spending less? A mere 3%.

Social media has become the new essential tool for marketing.

3 things this means to you:

1.  Choose the right social networks. Twitter covers almost every audience. Facebook and Myspace pages work best for products with consumer appeal. LinkedIn groups are most appropriate for BtoB marketing.

2. Stay on message. The speed and flexibility of social media can be a huge advantage, but it can also be a pitfall. Set clear guidelines for all communications, and review the messages and results regularly.

3. Use social media to support trade show exhibits. Twitter, Facebook, and LinkedIn can allow you to increase the effectiveness of your trade show appearances. You’ll reap great benefits when you integrate social media into your overall marketing strategy.

“Twitter: Best Practices and Tips”
If you’ve felt like tweeting for quite some time now, but didn’t know where to start, this guide is for you.

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Nov 19


In the end-of-year summations, the one statistic that rankles most is the lead not followed. You developed the lead at a trade show, handed off the information to the Sales department, and they did nothing with it. According to trade show research, as many as 80% of all trade-show leads meet this fate.

With these three tips, you can take control of this statistic and even turn it around. Use these ways to get back in touch with hot prospects.

1. Add them to your social network.
Google and other search engines make it easy to track down leads and discover which networks they use: Twitter, Facebook, LinkedIn, or any of the other social sites. Send them a quick message and a friend request.

2. Send holiday greetings.
Reopen negotiations with a simple non-denominational email or greeting card. Mention where you met, and let the recipient know how to get in touch with you.

3. Offer a holiday gift.
Cases of Scotch are out. According to Chris Brogan, “information is in.” Give them a taste of the services your company can provide. Offer them a free white paper to download and perhaps a discount on the first order. Your generosity might well be repaid.

And don’t forget to track the success of these strategies, so next year sales will take your trade show leads more seriously!

Did you find these tips useful?

If so, please forward the link to someone you think can benefit!

Trade show course button

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Nov 05

As you plan next year’s trade shows, take advantage of the new decade as a marketing tool. When the calendar flips over, people—including your customers—enjoy the chance to do a little reflection. That’s why the beginning of any new decade is heralded by predictions about upcoming trends, as well as the usual end-of-year summaries of the best and worst.

This kind of self-examination is not just a natural human instinct. It can be a great tool for gaining honest feedback from customers, for gaining their involvement, even for the much-sought-after viral marketing. Here are four ideas to get you started:

Continue reading…

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Oct 29

Streaming a video on your company web site is just the beginning. Long after the trade show is over, you can use that footage in creative ways to market your business.
Use these four tips to help plan an effective video campaign.

1. Optimize for search engines and the people who use them.
The standard SEO tips apply here: tag the video, make sure you use keywords in the filename, create a sitemap specifically for videos, and make sure your metadata is accurate and complete.

2. Tell the world about your video.
Embed a clip in an email to your customers. Announce its URL on social media such as Twitter and LinkedIn.  Facebook allows you to post video directly. You may wish to allow people to embed the video in their blogs or websites, too.

3. Cross-link to your site.
If you decide to post the video file on YouTube or Facebook, provide a link back to your site. These public sites can reach a broad audience, and you want to get the most from their buying power.


4. Keep track of video viewers and their purchasing decisions.
Whether you choose promotional codes or separate URLs, you need to track the ways viewers find your videos—and how they react to it.

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