Event marketing is planning, organizing, and executing an event for the purpose of promoting a brand, product, or service. Events can take place in-person or online, and companies can either host an event, attend as an exhibitor, or participate as a sponsor. In 2019, businesses will utilize event strategies more than ever before as human experiences will be how companies choose to differentiate themselves, especially those that can’t do so through technologies. The key to any great event strategy is very simple — identify the memory you want attendees to walk away with and work backward."
Trade Show Display Marketing Tips and Advice
Trade shows present an excellent opportunity for companies of all sizes to showcase new products, gather feedback from current customers and move prospects down the sales funnel. Events are an extremely valuable investment for marketing teams, as 92 percent of trade show attendees expect to learn about new products and services in their industry at each show. So valuable, that according to the Center for Exhibition Industry Research's 2017 How the Exhibit Dollar is Spent Report, exhibitor spending in the U.S. stood at a hefty $25 billion in 2017.Read More
While some marketers mistakenly perceive trade shows as an old-fashioned lead generation tactic, savvy B2B marketers enjoy a trade show's reinvigorated ability to get them face-to-face with critical buyers, even in today's digital world.
If you have colleagues who look at seemingly old-school trade shows and think, "Why should we continue to exhibit?", the answer is because trade shows continue to provide so much value to B2B marketers – value that may be surprising at first glance.
Topics: trends in trade show marketing, face to face strategy, effective trade show marketing, trade show motivation, motivating at trade show events, trade show effectiveness, virtual reality in your trade show booth
In the internet age, trade shows probably are not your sole source of leads. An ultra-targeted LinkedIn saved search, group of Google alerts, or smart CRM with built-in prospecting capabilities can deliver good fit opportunities to you on a regular basis -- without you ever having to step foot outside the office. But most every industry has one event that is the event. Everyone who's anyone attends, and that includes your customers, competitors, and a heaping helping of potential buyers. Your company simply must be represented on the vendor floor -- no ifs, ands, or buts about it.Read More
Picture this: You just convinced your boss to approve the budget for ten new standing desks for your office -- the ones with electronic buttons so you can adjust the height. The desks arrive quickly, the setup is easy, and although they all go up, one of them doesn't come down. You can't figure it out on your own, so the easiest way to get this fixed is to jump on a phone call.
You follow the prompts on the automated menu and wait patiently on hold for an answer, only to have to spell out your last name and phone number over and over again while the customer support team keeps putting you on hold and passing you between employees who can't solve your problem. After the better part of an hour has elapsed, you hang up -- with the desk now functioning properly, but you're feeling distinctly frustrated by the experience.Read More
For all the powerful processing work the human mind can do, it's still prone to making bizarre assumptions and jumping to illogical conclusions. Unfortunately, we don't usually recognize these patterns as strange. Since they're unconscious, they seem normal. Like it or not, these biases are part of us, so those in the business of persuasion can benefit from learning how to spot and play to them.Read More
Topics: trade show booth selling, attracting an audience, marketing effectively at trade shows, effective trade show marketing, motivating at trade show events, keeping trade show customers, trade show effectiveness
For all my trade show marketing mangers trying to get ready for the 2019 Trade Show Exhibit Season - here is some help! Warning: This post will only appeal to productivity nerds and people who are super busy. And I’m talking the trying-to-juggle-127-different-tasks-at-once type of busy. Because a few years ago, that was me. I tried every possible to-do list method to keep my brain from exploding ... but I’m so scatterbrained that NOTHING worked. So I kept experimenting with other people's methods until I said screw it, and created my own system.
Progressively, this led to a to-do list system that has helped thousands of people. And no -- that's not an exaggeration.Read More
Despite its increasing irrelevance, the tired, old sales pitch still enjoys a large following. Unfortunately, that washed-up elevator pitch generally focuses solely on the seller -- the company, its capabilities, and its accomplishments -- and rarely highlights the prospect’s needs.
It’s natural for a sales rep to tout their company and its accolades. From their perspective, what their company sells is everything, and their job revolves around trumpeting its value. Ultimately, however, prospective customers aren’t immediately interested in you, your product, or its features. They want to know how you can help them. That’s why you should pitch your … pitch … and tell a story instead.Read More
We've all heard the claim our attention spans are shorter than a goldfish's -- and shrinking by the minute. The thing is, that's not really true. In fact, "Goldfish can perform all the kinds of learning that have been described for mammals and birds," says Professor Felicity Huntingford, who's spent more than fifty years studying fish behavior.
She continues, "They've become a model system for studying the process of learning and the process of memory formation, exactly because they have a memory and because they learn." Your prospects might have the ability to focus more than eight seconds. The problem is, they just aren't willing to give most salespeople more of their time and attention without them having earned it. So, like the best bull riders, saddle up, and use these eight tactics to grab a prospect’s attention in eight seconds or less and send better email.Read More
Success in selling belongs to those who can balance the roles of analyst and storyteller. Doing so requires the ability to source, organize, and communicate data in a way that connects the salesperson’s solution to the buyer’s challenge. In short, salespeople must be master storytellers with data. But where to start?
Here are three steps to improve your team’s ability to craft compelling sales narratives that differentiate your company’s solution and advance the sale.Read More