Trade Show Display Marketing Tips and Advice
Primitive humans told stories by the roar of fire pits, bringing together people and communities. Businesses can use technology to achieve the same on a global scale. The exact origin of speech is unclear. What we do know is that somewhere between 2 million and 50,000 years ago, early humans uttered their first words into the primordial gloom. We haven’t shut up since. Mass globalization and the technology accelerating it have breathed new relevance into storytelling, enabling us to build bridges and form business relationships with customers and suppliers around the world. Business storytelling of this kind is neither new nor revolutionary. However, much of the current rhetoric surrounding brand storytelling focuses either on the applications of storytelling in business, the science behind it, or the practical aspect of incorporating a narrative into content.Read More
This might be the new way to work, but it has its disadvantages. Talking in person is extremely powerful. To learn why you should network and meet face-to-face whenever possible, check out these 15 statistics.Read More
By now, you may have heard of a musical called Hamilton. In you haven’t, here’s a rundown: Since its Broadway debut in August 2015, people can't get enough of it. They're paying upwards of $500 for crappy seats, and close to $3,000 for good ones. It won a Pulitzer, a Grammy and 11 Tony Awards. Its composer and original star, Lin-Manuel Miranda, is now a celebrity. In other words: People are listening to this stuff. Seeing the way Hamilton captivated such massive audiences -- in less than a year -- fascinates me. How the heck did this thing blow up?
Watching the progress and near-instant success of Hamilton is really a lesson in why people listen -- not just to a hit musical, but to a person, a podcast, or anything, really. A lot can be learned by looking into those reasons, especially for marketers. To what and whom do people listen? Why? And how can we get them to listen to us?
To answer those questions, we did some research on the listening process, our motivations for listening, and more.Read More
Even at a trade show event everyone knows that sales is definitely part science, but it's not rocket science. If reps adopt effective processes, it becomes much easier to prospect, qualify, and sign new buyers.Closing sometimes seems like the most mysterious of all sales activities. Some reps are great at knowing intuitively how to close a sale, and others ... not so much. With a solid procedure, you don't need good instincts to close effectively (although they'll still come in handy, of course).Read More
Having this profile is important, no matter whether you’re a show organizer or an exhibitor. It will help to understand who you’re talking to so you have the ability to tailor your messages and offerings based on their needs and behaviors. Personalize everything to your various personas (audience segments) until you’ve crafted a message that makes them say, “I felt like you were talking just to me.”Okay, so let’s begin with a basic definition of what a persona is. Some people think it’s the same as audience demographics, but that’s only a small part of it. Actually it’s a composite profile of your ideal prospects and buyers that may include some demographics like age and location, but goes way beyond that by including your target audience’s interests, challenges, behaviors and motivations to buy. (If you’ve ever explored the options in Facebook advertising, you can see how much they drill down to create a custom audience based on interests and “likes.”) Think of it more like a fictionalized personality profile — it should read like a story or biography of that ideal person. (Because let’s face it: every audience is made up of individual people.)Read More
The CEIR survey found that marketers have tightened their strategy, away from what Drapeau calls a “spray and pray” mentality to a more sophisticated use of key tools that are proving to be effective at attracting event attendees. Event marketers need to be more creative as they face flat or reduced budgets and a fragmented media landscape, but email and direct mail still account for more than 50 percent of their spending to drive attendance. That’s one of the key findings in a new report prepared by CEIR, the Center for Exhibition Industry Research. The “Cost to Attract Attendees Report” compares promotional spending practices from a nationally representative mix of exhibition organizers surveyed in 2016 compared to a similar survey done in 2013. CEIR’s senior research director, Nancy Drapeau, says this type of data is useful for planners because it allows them to compare their attendee promotional spending with industry benchmark statistics.Read More
Well our answer would be : "At ANY trade show event in your booth". But not all calls happen on the trade show floor. Most salespeople are eager to know the best time to cold call their prospects. It’s an enticing idea: Rather than waiting for a compelling event, researching the buyer, and crafting a personalized message, the rep simply needs to know the best day for cold calling, as well as the best time of day. Unfortunately for legacy salespeople, this approach doesn’t work anymore. An oft-cited study from the Keller Research Center at Baylor University shows only 1% of cold calls ultimately generate appointments.Read More
We’ve all heard of trade shows, and you may even frequent them for your business. But where do trade shows fall in the current world of inbound marketing? Have they grown with the changing times? And, more importantly, should your business be dedicating time to them?Read More
Recently a client of mine was attending a trade show for a selected group who could use his services. It was not an audience that was his “bread and butter” but a crowd that could help him seriously expand certain areas of his business. As usual, he packed up his trade show display, business cards and brochure. But this year, he took something else along.Read More