Making an Impact With Your Trade Show Marketing
Are your trade show appearances a success? Do you come away from each one feeling as though your money was well spent, that you made a positive impression on potential clients and everyone else who attended the show?
If you can’t answer that last sentence with a resounding ‘Yes’ then perhaps you need to start thinking outside of the box when it comes to the way that you market yourself and your company through your trade show displays, your content marketing, and the promotional items that you give away.
Do You Stand Out?
In a marketplace crowded with competing voices, all striving to drown each other out, you’ve got to make your company stand out in the boldest way possible. What are you going to do? You might consider live streaming from your booth at the trade show, interspersed with slick, funny, prerecorded content so you can have a 24/7 web presence during the trade show. That’s a great idea, but that should be only one of the weapons in your quiver.
Another great way to make an impact with your trade show marketing is hand out some kind of promotional item that becomes the talk of the trade show, the one cool item that everyone there wants to bring home. The kinds of things that almost everyone will use include things like 2 GB thumb drives on key chains imprinted with your company’s logo or name (preloaded with a small amount of marketing content for your company, perhaps a game or two). That’s something that everyone will want to take with them. A thumb drive will be used, and every time someone pulls it out, there will be your corporate logo to jog their memory about what your company does.
You can have a similar memory-jogging impact on people with the pens you choose to pass out. Just about everybody will take a pen (who doesn’t love free spare pens?), but if you’re going that route, be sure to pass out something extra special that makes people know that your company is different, edgier, smarter, more innovative. Something that will make your company memorable and stand out from the rest. For instance, if you’re giving out pens, why not give away ones with recorders and enough memory built in to make them truly useful? Pens like that are getting cheaper and cheaper to make, which puts them within reach of even company’s with very modest marketing budgets. You could even give away pens that are preloaded with a cheery message from the company CEO personally thanking the recipient for visiting your booth.
Think Bang for Your Buck
But whether you give out fancy pens or thumb drives or sticky notes, or even clever fridge magnets imprinted with the company’s logo, be sure that you are spending your money wisely to get the greatest bang for your buck. If you’re having trouble establishing your company’s unique brand, don’t just throw money at the problem, take the time to learn why your company is being overlooked or undervalued. Then, if your in-house marketing department isn’t up to the task, bring in some consultants like a brand advocate or specialized marketing company to help get your brand noticed. Think about all of the great marketing campaigns of the last decade, most of the best ones were remembered because they were funny, or really clever, or visually stunning. These days irony and satire are very in. It’s good to have a sense of humor in your advertising because ultimately, people will remember things that make them laugh, like Burger King’s “Where’s the Beef?” campaign, or Taco Bell’s hilarious ads with the little Chihuahua. The important thing is to be remembered. That’s the secret to forging a successful brand, and can be the difference between a successful trade show or a failed one.
About the Author
Dennis Nixon is the Sales Manager at Smash Hit Displays, a company known for their banner stands and displays. You’ve likely seen their work at a tradeshow you’ve attended, and their behind the scenes efforts make the difference.
Photo Credit: ncase Designs
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Why Your Business Should Do a Shot of Jägermeister
Ever had a shot of Jägermeister? You know that slightly sweet, licorice flavored libation favored by the younger crowd?
I’ll admit it, back in my more impressionable days – I’ve had a shot or two, usually with a rowdy bunch of friends one of whom always seems to be yelling “Jäger!!”
And guess what…I don’t really like Jägermeister. Something tells me I’m not alone in this, and if I were to poll the audience right now I bet I’d find the overwhelming majority of you out there who’ve had a shot didn’t really care for it either. After a while you’d think nobody is buying this stuff, right?
Sales Tell The Story
Hmmm – so let me get this straight, a product hardly anybody likes, is still on the market, and not only that but sales have grown over the past 25 years by up to 40% a year!
Last time I checked my sales weren’t growing at 40% per year, and I humbly think I’ve got something that more people like than Jäger, yet they are more successful – what gives?
How an Unpopular Product Gets Popular
Sally Hogshead must have been asking herself that same question when she wrote “How to Fascinate – Why Your Brand Should Do a Shot of Jagermeister”
In this thoroughly enjoyable, 16 page manifesto Sally says Jäger’s success is due to one simple principal, they fascinate.
Jäger doesn’t succeed despite its horrific taste,but because of it … an overall toxic experience is part of the brand promise.
That’s right, Jäger succeeds because it taste bad. They’ve managed to use fascination to sell bad booze.
The Seven Fascination Triggers
According to Sally there is seven fascination triggers, that pull consumers to one brand over another:
MYSTIQUE – Why we’re intrigued by unanswered questions
LUST – Why we’re seduced by the anticipation of pleasure
ALARM – Why we take action at the threat of negative consequence
POWER – Why we focus on people and things that control us
VICE – Why we’re tempted by novelty and “forbidden fruit”
PRESTIGE– Why we fixate on rank and respect
TRUST – Why we’re loyal to reliable options
Each trigger adds to the attraction.
Could Your Business Use a Shot of Jäger?
Think about the seven triggers above and ask yourself how your business can start building fascination and capture the minds of your customers.
If Jägermeister can succeed in spite of its product what could you do with a little facicsnation and a great product? Sally points out that,
When consumers buy a certain brand, they’re often not paying for the utility of the item—they’re paying for the trigger.
Selling the Trigger
Do you think you could implement any one of the seven triggers above into your marketing and branding plans? And if you can what do you think that will do to your sales? We may not grow by 40% a year, but adding some fascination sure can’t hurt.
Building Mystique
Sally goes on to talk about one of the triggers, mystique, in more detail in this report. I think after reading her thoughts on building mystique with your product you’ll be ready to tackle the other six triggers on your own.
Free Instant Download
For more about Jagermeister, Green M&M’s, bull testicles, and secret recipes check out the whole report here:
How To Fascinate: Why Your Brand Should Do A Shot Of Jägermeister (.pdf 16 pages)
Photo Credit: Todd Kravos
30 Minutes a Day Online Marketing Tips
Don’t think you have enough time in the day to effectively market your business? Think again! This is a guest post by Stacey Cavanagh of Tecmark: SEO Liverpool and Manchester, shows that with as little as 30 minutes a day you can be on your way to attracting more customers.
30 Minutes a Day Online Marketing Tips
For the small business operating in a particularly tricky financial period, the bulk of your marketing budget may come in the form of time.
While it’s true to say that online marketing, SEO, social media marketing etc is a worthwhile investment, we’re not just talking in terms of money.
Putting some time into online marketing can pay dividends for a small business and you can even make a difference in just half an hour a day by implementing some of the following:
It takes just a few minutes to make a contribution to Twitter and making this a part of your daily business routine is a steady way to build up a network of followers interested in your area of industry. Share a link to an interesting news story relating to your industry or details of a special offer on your own website. Just make it a post that offers the reader something (information or a great deal) and your followers will gradually build up. Start to search for people in a similar area and follow them. Begin networking within your niche to meet contacts.
Blog
The same sort of concept applies with blogging as with Twitter, except the posts are much longer! This needn’t be an everyday thing but posting to a blog a couple of times a week is a way to keep in touch with your customers and to convey more about your business and the market in which you operate to your potential clients. This is an excellent means of marketing. It takes a while for a blog to take off, so have patience. 20 minutes or so twice a week can really get this going for your business.
Blog commenting
Contribute to the conversations on blogs by bloggers in the same niche in which you operate. This, again, is a form of networking and it also keeps you abreast of everything else happening in your industry. You also get back links when commenting, which potentially has SEO benefits for your website. A few minutes a day to read and comment on blogs in a similar niche will make a big difference in the long term.
Forum Discussions
Find and sign up to forums on a related topic to your business. Actively take part and get to know your fellow posters. Yes, more virtual networking but once again, the importance of this cannot be overlooked. It contributes to building an online presence for your brand and can begin to establish you, the business owner, as something of an authority in the specific area in which you operate. This can eventually lead to people getting in touch with you about the products and services you supply, as well as encouraging more links from the sites of others back to yours (more SEO benefit)!
Checking your content
Make it a goal to read one page of your website through each day to check the content. You’re looking for grammatical and spelling errors, typos etc. But you should also be keeping an eye on how frequently your keyword is mentioned. By keyword, we mean the word relating to what the page is about. It’s surprising when reading back over content how infrequently your keyword might be mentioned. When you think about it, the only way in which Google can recognise the topic of your page is by the words on it. So ensuring you mention the keyword in the content is critical. However, this should not come at the detriment of the meaning of your content and if you struggle to write keyword rich content that reads naturally, you should consider investing in a professional copywriter through an online marketing company. But it’s certainly worth investing a few minutes a day to read through your own existing content.
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These are quick tips that will, over time, increase your web presence which will, in turn generate more traffic and thus more leads to your small business website.
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Photo Credit: mao_lini
The Tale of a Marketing Dictum, Mantra, and Yo-Yo
Here’s an old (old as in I’m not making it up) marketing dictum that I believe should be a mantra for all small business marketing efforts.
It was as true yesterday as it will be tomorrow when it comes to explaining consumer behavior.
We’ll look at each of these individually, but I think you’ll see that by approaching your marketing with all of these in mind will lead you to the results you’re after.
People Don’t Believe What You Tell Them
How many of you are selling your products or services by telling your customers what it can do for them or why they need it?
This Yo-Yo is the best Yo-Yo money can buy! I think you’re going to be so happy with this Yo-Yo you’ll wonder how you ever lived without it.
They Rarely Believe What You Show Them
So if telling them doesn’t work – maybe show them?
Watch the Yo-Yo go up and down, see it’s fun. Up, down, up, down. Walk the dog. Want to buy it now?
They Often Believe What Their Friends Tell Them
Ah, here we are finally getting to the meat of what good marketing should be doing – creating word of mouth. If my buddy is using your product, and likes it, that means something to me!
Dude, check out this sweet Yo-Yo I bought – I don’t know how I ever lived without it! WHAT? You haven’t got one yet? Are you living in a cave?
They Always Believe What They Tell Themselves
The crux of all effective marketing lies right here. If through your campaign you can get individuals to believe themselves that they need your product or service, it’s sold.
That is a pretty sweet Yo-Yo, and I hear the chicks really dig a guy that knows how to Yo – why am I living without one of these? I’ll take two.
Make this Your Mantra
What the above says to me is that you need to position what you’re selling in front of your potential customer in such a way that they sell themselves on it.
That’s right – starting selling to your customers in such a way they sell themselves, and you’ll start to see the results you want from your marketing. Whether you’re selling Yo-Yo’s or not.
Photo Credit: Sarah_Jones
5 Budget Online Marketing Ideas for Your New Business
Below is a guest post from Michelle Strassburg, a small business owner who shares her ideas for budget online marketing.
Marketing your new business has its fare share of challenges. Your marketing is supposed to generate leads and sales on a competitive budget, but you’re also expect to keep running the business on a day to day basis.
This means dealing with everything from cash flow issues to finding suppliers, therefore getting your marketing right is crucial.
Here are a selection of budget online marketing ideas for your new business which are easy to action and proven to deliver results. Let’s get to it.
1. Register Your Business with Google Local
Google has been offering local businesses a chance to register their business address and phone number in its local listings for some time. When the search giant started to display local listing in its search results, the service become a must service for many businesses. When a user searches for a keyword together with a location, for example ‘DC plumber’, the search results will include listings from Google Local displayed on a map. The service is free to register.
2. Register Your Products or Services with Google Merchant
Another helpful and free service from the search giant, Google Merchant is a place for businesses to upload a data feed which includes products or services. Under some types of user searches, Google will include feeds from this service in its search results. Creating a data feed is easy and quick. You will need to build a simple product feed based on the type of products or services which the business is offering and upload them. It’s that easy.
3. Promote Your Business Elsewhere
If you’ve reached the stage of been able to manage your own business, clearly you know a thing or two about your industry or occupation. To get your business out there in the public eye consider contributing your time and knowledge. Offer to write a guest post on quality sites and participate in the conversation across Q&A sites such as Yahoo Answers and Linkedin Answers.
4. Consider Paid Search
Google AdWords is the largest sponsored search result program. While this marketing channel isn’t free, it does fall under budget marketing ideas for new businesses simply because you are able to manage it yourself within a small budget. The idea behind any type of sponsored search result is simple. You bid on a keyword which best describes your product or service and pay a certain price for each click. While the price for each click depends on many variables the beauty of this channel is that you can set a daily budget to limit your investment. If you’re new to AdWords and think your business might benefit from this channel, Google has a fantastic online how-to resource.
5. Build a Basic Reward Scheme
Offer an exclusive incentive to your regular customers which will help the business retain customers and win new ones. The incentive could take the form of a discount on future orders, discount on bulk purchase, upgraded delivery method, end of stock offers, priority customer support and much more. A reward scheme could also be based on customers referring new customers which has the added benefit of helping to grow your business.What are your budget online marketing tips?
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Photo Credit: Jeff Keen
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AlikeList – One More Tool in Your Bag of Online Tricks
The following guest post is from Mike McGrath of Blendr Media who wanted to share with you all a new social web company that offers a local-social solution to finding businesses through trusted word of mouth.
I‘m always surprised that many small businesses don’t take the time to claim their listings in online directories or keep an eye on Yelp.
It doesn’t take much time and it can lead more traffic to your door. With the effectiveness of print Yellow Pages diminshing every year, you’ve got to pay attention to all flavors of IYP (Internet Yellow Pages).
A New Local Referral Solution
One of the latest entrants to the local referral market is AlikeList.
AlikeList just emerged from Beta and is designed as a directory and a social engagement platform for businesses. It really lowers the barrier for small business operators to engage their customers and prospects.
AlikeList has developed a local-social solution to finding businesses through trusted word of mouth. AlikeList makes it very easy to put together lists of businesses you like and share them with your friends. That puts a level of trust into referrals that you can’t get on anonymous review sites.
AlikeList connects businesses with the local customers that like them. Businesses can use AlikeList to build a customer community and easily make offers or promotions available to them as well as a larger pool of local prospects. It’s an effective and simple self-serve tool that even sole proprietors can take advantage of.
It’s surprising that after 15 years of the Internet, local search is still a hard nut to crack. The founders are all veterans of previous local search websites such as Geocities, SmartPages and Yahoo. Their lessons learned are all being applied to AlikeList’s feature set.
Whether AlikeList becomes one more tool in your bag of online tricks or grows to become your small business CRM tool, I hope you’ll agree that online directories are an important part of local business marketing. Make sure you claim your listings, ensure their accuracy and pay attention to what people are saying about you. Manage your reputation and you’ll reap the rewards.
More Information
To learn more about AlikeList, visit the site at AlikeList.comor see the AlikeList video on YouTube here.
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How Business Owners Can More Easily Reach the Affluent
Below is the fifth article in our $150 competition sponsored by BizSugar.com. It’s submitted by Maria of Elevating Your Business. Good luck to everyone who contributed an article!
Locating and Engaging Affluent Clients More Quickly in Your Own Community
Remember the scene in Pretty Woman when call girl Julia Roberts goes into the pricey boutique, money in hand, to buy some clothes, only to have the sneering sales ladies shame her out of the store? Well, Julia gets them back by taking her excessive purchasing power elsewhere, then coming back to flaunt it in their faces. The point is, don’t judge a book by its cover OR miss out on a great opportunity that may be right under your nose.
It is not always easy to spot someone with considerable purchasing power, namely because on the outside, they appear just like you and me. However, by changing your thought process and using some strategy, you may find that you’ve been surrounded by affluent prospective clients all along.
Affluence Today
First, let’s consider what it means to be affluent. Simply put, affluence indicates an abundance of money, property, or other material goods. For the purposes of this article, we’ll use the Wikipedia description of affluent to mean the top 1% of U.S. earners, which is about $350,000 in household income. Inarguably, this is a lot of money. But the upper class are still people like you and me; most of them are not in the multi-mega millionaire Donald Trump category.
Short of asking everyone you meet their annual salary (definitely NOT a strategy I’d ever recommend!), how do you go about identifying affluent clients? They demonstrate consistent traits and habits.
About The Affluent
The affluent are zealous about their involvement. It’s easy to see their passion because it’s where they’re involved the most. Besides their devotion to their vocation, the affluent spend considerable time in organizations that allow them to live their avocation – think sailing, flying, and cigar clubs. Meeting affluent clients in this type of environment allows you to see what motivates them outside of a traditional business setting.
Similarly, the affluent are generally very philanthropic. A simple search of social networking sites for various charitable causes can yield long lists of members; clearly these are people who enjoy helping others and spreading the word about worthwhile organizations among their peer group.
An affluent client also values self-improvement. Whether it is personal or professional development, this type of person makes time to attend workshops or classes on topics of interest to them. They spend their time on high-value activities to continue personal and professional growth, and ultimately be more successful.
It probably also goes without saying that the affluent are a very discerning crowd. Simply put, they like “the best”, be it a service, product, or perception. This means they demand individualized attention. No matter how many customers or clients you have, make sure your affluent clientele perceive themselves as your one and only concern. This may require some additional work on your part, but the return on investment will more than make up for it.
Finally, affluent individuals typically surround themselves with other prominent people. They want to work with someone who’s already a known commodity – someone who has been prominently published, has received considerable news coverage, or is already connected within the right circles.
Why Target Affluent Clients
Affluent clients, though potentially more demanding than other clients, can provide significant payback.
This client type easily makes referrals to people they like, know and trust. Similarly, if you can help one of their friends or family members, it typically results in a new client somewhere down the line, a lá the “pay it forward” mentality. As business owners, affluents like to be part of joint ventures or strategic alliances of others who work with their clients.
Like most other consumers, the affluent buy things based on emotion but they are looking for exceptional value they couldn’t get anywhere else. Affluent clients see such expenses as an investment because it ultimately helps them make more money. If you are able to complete a task faster than they can, their time can then be focused on their core strengths. If you can demonstrate how your product or service benefits affluent clients, you won’t be seen simply as a commodity, but as an advisor.
Where To Look For Them
Knowing the background and value of affluent clients, you’re ready to fine tune your marketing plan to seek them out. Chances are, you’re already involved in many of these activities yourself.
Arts & Leisure
Boating/sailing clubs
Flying clubs
Fitness centers (especially early in the morning or during the school day)
Wine/cigar clubs
Performing Arts (opera, symphony, theatre)
Extreme sports like rock climbing, mountaineering, and deep sea fishing
Golf & Tennis clubs
Spa
Personal & Professional Development
High-priced conferences or events (especially retreats and cruises)
Speaking circuit
Business or executive clubs and bars (especially after work)
Masterminds like: Visage, Entrepreneur Network, The Alternative Board, Young Presidents Organization, Women Presidents Organization
Reading magazines such as Town & Country, Millionaire, Worth, The Robb Report
Community
City/Country clubs
Board of Directors/Trustee for large non-profits, banks, large corporations
Philanthropic Associations
Rotary and other service related organizations
Political dinners/fundraisers
First class seating in planes
Volunteers or participants at fundraising events
Angel Investment Organizations, some of which have a “service provide” category
Church (specifically for the older affluents)
How to Engage Affluents
Reaching these clients can be more fun than work – it’s all in your thought process! From the list above, pick activities that sound appealing to you trying them on for size. Keep your integrity intact and never do anything you hate doing just to meet prospective clients. Some other ideas:
Consider joining a group where they hang out, if you enjoy what the group offers of course.
Consider marketing or speaking to a group where they hang out.
Considering joining an organization you enjoy in one of the more affluent zip codes near you.
Get involved on a board of something you’re passionate about.
More Resources
Reading about the upper echelon may provide you additional marketing ideas.
5 Tips to Organize Successful Promotional Giveaways
Below is the fourth article in our $150 competition sponsored by BizSugar.com. It’s submitted by Gagan of Fortepromo. Good luck to everyone who contributed an article!
Everybody loves Free Gifts and Companies are using this human tendency to promote their brand from years by organizing Promotional giveaways. Promotional Products is great way to improve your Brand Recognition and product reliability among your customers if organized successfully. In this article I would be discussing some Basic Tips on how to organize such giveaways successfully to get the desired Results.
Select Products for Giveaways Carefully
Selecting a Good Giveaway Item is the most important part of any Giveaway Campaign. The item should be something relevant to your products which your customers are always looking for and use on regular Basis. Conduct a short survey or do some research in places or online forums to find out some good suggestions for Giveaway items. For Eg:- If your Target audience is people working in IT industries, you can give them items like Flash Drives or Laptop Bags which they can use daily.
Selecting The Time and Place
Are you Running a Seasonal Business and people need your products only for a specific time interval? Then, Try to organize your campaign only when your business is in its peak season. You can’t expect your customers to buy winter clothes from you for FREE GIFTS in Summer Season. The place where you are going to organize your campaign is also important. Identify places like relevant forums or communities where your customers spend most of the time to launch your Campaign.
Offer Gifts as Package
Create a Combo pack of your Product and Gift and then sell your Products. The greatest Example of this is McDonald Happy Meal Toys. I had bought those happy meals lot of times for my kids only for those Toys. Your customer won’t mind to buy from you, if you are offering something to them for Free which they need desperately.
Imprint With your Information
I think this is common sense. Imprint your promotional products with your Brand name and Logo so that your brand name remains in your customer mind whenever they use your products. If possible include your contact information like your website url or Toll Free number so that they could contact you easily whenever they need to buy your products.
Measure Results
This is most important part of any Promotional Campaign but most of the times it is not feasible to get the accurate results very quickly. You can measure the results on various factors like determining your current Brand visibility, number of Returning Customers from total customer who participated in campaign, New Customer you are getting from referrals. You can also find some loyal customers in such kind of campaigns when you see the long term results.
These are few Basic tips which can help you in organizing your Promotional Giveaways campaigns in a successful way and increase your brand popularity and your overall Customer Base.
