You've got an important task to do, project to handle, essential strategy that you and your team need to create, but the ideas just aren't flowing. Despite countless brainstorming efforts, collaboration meetings and insight strategies, you've hit a wall. Who hasn't been here before? You may be sitting at your desk staring at your computer screen or in a conference room with a blank whiteboard. One thing is for certain: You're stuck. The good news is that you're not alone if you're experiencing an idea block. The better news is that getting out of a slump is easier than you think. Here are nine ideas that can – and will – help you and your team find inspiration when it feels like all is lost.Read More
Trade Show Display Marketing Tips and Advice
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
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
Do you take a good, hard look at your team's marketing strategy every year? You should. An annual marketing plan helps you set your marketing on the right course to make your company's business goals a reality. Think of it as a high-level plan that guides the direction of your team's campaigns, goals, and growth. This even applies to your trade show marketing program. Without one, things can get messy -- and it's nearly impossible to put a number on the budget you'll need to secure for the projects, hiring, and outsourcing you'll encounter over the course of a year if you don't have a plan.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
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
One of my greatest marketing secrets, I learned from my father. When I was 12 years old I worked for my father on Saturdays in his retail store. The challenge he faced was having a number of small and inexpensive items of various types left unsalable. There weren’t enough of any one product to have a dedicated sale and discarding all of these items would have affected his bottom line. What he did was randomly package five or six of these items into a small paper bag. Then he taped all the bags closed and placed them all in a bin. On the top of the bin he created a hand-made sign which read, “Surprise Bags - $ 1.00. He sold them all in one weekend.Read More
Why does strategic planning seem to be last on the to-do list for trade shows? Of course, planning for all the details involved in an exhibit is a given. But it is all too easy to fall into the trap of showing up at an event, hoping for the best. Based on sheer number of attendees, you will probably get a few leads. However, going to a show without strategic objectives in mind is not the best use of your marketing dollars and sales staff.Read More