If you’ve been thinking about ways to get in front of potential customers who would purchase your products, consider becoming an exhibitor at an industry tradeshow. I love attending tradeshows because this is when I have the opportunity to meet face-to-face with qualified buyers. The tradeshow producers have done the leg work to target and assemble individuals with specific needs; leaving me the opportunity to put my best foot forward. Attending tradeshows can be an effective marketing strategy for many business industries.
Don’t get me wrong! Just because you attend a tradeshow does not mean you will walk away with tons of business. A tradeshow can be a very expensive marketing investment; but if done correctly you may end the event with enough sales to cover your vendor fee and maybe even a few new contacts. Developing a strategy to get the most return on your tradeshow investment will require a great deal of preparation, creativity, and energy.
Making the most out of a tradeshow starts with picking tradeshows where qualified buyers of your products will be attending. If you provide insurance for small businesses, then attend a tradeshow that will target those buyers would be helpful. Qualified buyers are those who are more likely to purchase your products and they are in need of your services. Contact the tradeshow producers and ask questions like, “What is your expected number of attendees, how are you promoting the event to them, and what industries and job titles will be represented at the tradeshow?” Asking these simple questions will help you determine if you will meet some qualified buyers.
Once you’ve decided you should attend the event, there are pre-conference marketing activities you can implement if you have the budget. For example, get an ad in the pre-conference journal or on the tradeshow producer’s website. See if you can purchase the list of pre-conference registrations and send them a direct mail piece with your booth number to encourage them to stop by. Pick the best location possible for your display. I recommend close to the entry way and the front center aisles.
Choosing an exhibit stand depends on your budget, but you should always have eye catching display items. You will only have a few seconds to get someone’s attention as they walk by. All your marketing material and display items must have a clear and concise message so passer byes will quickly read your marketing message. Most attendees go to the exhibit hall to pick up free stuff or visit a particular vendor table. I remember a recent tradeshow exhibit hall I attended where the vendor had lounge chairs, computers, and TV monitors at their booth.
First, the chairs caught my eyes because my feet were killing me from all the walking; then it was the nicely laid out display area. Now, you may not have the budget to do all of this, but you can do creative things like having a magician, massage therapist, impersonator, games, prizes, or drawings to get someone’s attention. Drawings are great ways to gather customer information for future use. Maybe they won’t buy that day, but get permission to add them to an email list to be notified of future offers. You never know, they may become a customer soon after.
Depending on the size of the event, bring someone along with you to man the booth as you walk the aisle handing out flyers about special offers – for this event only. Please be respectful of other vendors and don’t steal people away from their tables. Tradeshows give you an opportunity to learn more about your competition. Walk the floor, visit their booths and pick up some of their literature. Ask them about what they offer. Be up front with them as to who you are because they are just as curious about your company as you are theirs. Pay attention to what kind of traffic their display gets and what activities they use to draw people to their table.
After the tradeshow is a pivotal time for follow up on the contacts you’ve made during the event. Go through all those business cards that were left at your table and send them letters in the mail thanking them for stopping by your table. Extend a special offer on your products to encourage them to buy. If they gave you permission to email them, request that they sign up for your newsletter to receive additional deals. Don’t forget to make follow up calls to those hot leads (people who said they would like a meeting or detailed discussion about your services).
You can make the most out of a tradeshow with an effective strategy. Just take the time to do a little research, creative thinking, and budgeting to get the most return on your investment.
Sign up for the Marketing Know-How bi-monthly newsletter to receive more tips and resources to grow your business. Visit my website at www.TheMarketingLady.com.
Monday, October 09, 2006
Tuesday, May 09, 2006
Image is everything! What’s your customer’s perception?
When was the last time you took a long hard look at your company’s image? When customers visit your place of business or contact customer service, is your image something they take with them? Your company’s image is important to establishing repeat customers and loyal buyers. By definition, company or corporate image refers to how a company is perceived. It is a generally accepted image of what a company "stands for".
The image starts with brand identity. This consists of your logo, slogan, images, and colors that differentiate your company from competitors. When you see those golden arches, you should think of McDonald’s. The “M” and yellow and red colors are consistent throughout McDonald’s packaging, building, and decor. Another example of brand identity is the phrase “Just Do It” by Nike. The phrase appears on almost all advertisements. These all help establish a mental picture of your company to your customers and will help them remember your company first. Marketing collateral is a critical part of your company’s image and should be easily recognized by your customers. From your website to your business cards; the style, colors, message, and symbol should be consistent.
Good or bad customer service will have an effect on your company’s image as well. At Wal-Mart when you walk through the door, you are immediately greeted by someone and handed a basket. Customers know they can always expect a friendly face to greet them at the door. Customers will keep coming back if they receive great service. Bad customer service experiences will spread to others like wild fires. If potential customers hear bad things before they even experience the company’s products/services, the company will have a poor image. From the employee that answers the phone to the sales reps that visits potential buyers, the customer service level will establish an image. Your product itself must reflect your corporate image too. For example, if you sell high quality silk shirts for women, you will most likely be perceived as an upscale retailer.
Think about the last time you visited a website that did not look professional, did you want to buy from them? When you picked up the phone to call a plumber and heard a dog or laughter in the background, did you use their service? How about when you were at the last networking event and someone approached you with a wrinkled suit or worn out shoes, did you return their call?
A consumer will develop a set of beliefs about your company and its products and services. A company image should be consistent with the company's products and services. If it is not, potential customers may become confused about what the company stands for and will tend to reduce sales.
The image starts with brand identity. This consists of your logo, slogan, images, and colors that differentiate your company from competitors. When you see those golden arches, you should think of McDonald’s. The “M” and yellow and red colors are consistent throughout McDonald’s packaging, building, and decor. Another example of brand identity is the phrase “Just Do It” by Nike. The phrase appears on almost all advertisements. These all help establish a mental picture of your company to your customers and will help them remember your company first. Marketing collateral is a critical part of your company’s image and should be easily recognized by your customers. From your website to your business cards; the style, colors, message, and symbol should be consistent.
Good or bad customer service will have an effect on your company’s image as well. At Wal-Mart when you walk through the door, you are immediately greeted by someone and handed a basket. Customers know they can always expect a friendly face to greet them at the door. Customers will keep coming back if they receive great service. Bad customer service experiences will spread to others like wild fires. If potential customers hear bad things before they even experience the company’s products/services, the company will have a poor image. From the employee that answers the phone to the sales reps that visits potential buyers, the customer service level will establish an image. Your product itself must reflect your corporate image too. For example, if you sell high quality silk shirts for women, you will most likely be perceived as an upscale retailer.
Think about the last time you visited a website that did not look professional, did you want to buy from them? When you picked up the phone to call a plumber and heard a dog or laughter in the background, did you use their service? How about when you were at the last networking event and someone approached you with a wrinkled suit or worn out shoes, did you return their call?
A consumer will develop a set of beliefs about your company and its products and services. A company image should be consistent with the company's products and services. If it is not, potential customers may become confused about what the company stands for and will tend to reduce sales.
Monday, April 24, 2006
How to Establish an Effective Website
Build it and they will come! That’s what most small business owners think when they put up their first website. Having a website will not get you clients unless you are making it work for you. If you want a return on your investment, you must establish a more effective web presence.
Now a day, having a website is as essential as having a business card or a listing in the Yellow Pages. A website can give you exposure to millions of people surfing the net or searching for products and services to purchase. Your website is a vital component in your marketing strategy and it does not have to cost an arm and a leg for you to use as a marketing tool.
There are a few factors you should consider when establishing a website. First, you must consider your website visitors. Because the internet is 24/7, you may have people coming to your website after business hours. Therefore, they should be able to find the information they need without having to call your company. Or, your visitors should be able to request for additional information directly from your site. Website visitors are either looking for information or they are ready to purchase your products. High speed is becoming the top choice among internet users. If your website is heavy with graphics or flash, it may take a visitor more than 5 seconds to load. You may lose visitors because of slow down time.
Website content is the next factor to consider. Information overload is very common because of how easy it is to access information on the internet. Your website’s content should be simple and briefly describe what you have to offer. If your website is optimized for search engines, be sure to include your main key words in the content pages of the site. Keep your content as current as possible. Visitors like to have something new and interesting to read. This can be done by simply posting company news, articles of interest, or recent testimonials from your customers.
Site navigation is how easy or hard it is to move around your website. I’ve been to many websites and clicked through the pages and found myself frustrated and lost. A difficult to navigate site will cost you sales or customer inquiries. Some sites with lots of information may need several navigational areas. This is o.k. as long as it flows well.
Finally there is functionality. This means special functions or features that help the visitors obtain the information they need and keep them coming back to your site. Examples are things like search features, online forums, downloadable documents, online transactions, call to action buttons, and refer a friend. These are just a few things to keep in mind when you are working with a web designer on the creation of your site. To learn more about effective websites, contact Tarsha Polk at www.themarketinglady.com.
Now a day, having a website is as essential as having a business card or a listing in the Yellow Pages. A website can give you exposure to millions of people surfing the net or searching for products and services to purchase. Your website is a vital component in your marketing strategy and it does not have to cost an arm and a leg for you to use as a marketing tool.
There are a few factors you should consider when establishing a website. First, you must consider your website visitors. Because the internet is 24/7, you may have people coming to your website after business hours. Therefore, they should be able to find the information they need without having to call your company. Or, your visitors should be able to request for additional information directly from your site. Website visitors are either looking for information or they are ready to purchase your products. High speed is becoming the top choice among internet users. If your website is heavy with graphics or flash, it may take a visitor more than 5 seconds to load. You may lose visitors because of slow down time.
Website content is the next factor to consider. Information overload is very common because of how easy it is to access information on the internet. Your website’s content should be simple and briefly describe what you have to offer. If your website is optimized for search engines, be sure to include your main key words in the content pages of the site. Keep your content as current as possible. Visitors like to have something new and interesting to read. This can be done by simply posting company news, articles of interest, or recent testimonials from your customers.
Site navigation is how easy or hard it is to move around your website. I’ve been to many websites and clicked through the pages and found myself frustrated and lost. A difficult to navigate site will cost you sales or customer inquiries. Some sites with lots of information may need several navigational areas. This is o.k. as long as it flows well.
Finally there is functionality. This means special functions or features that help the visitors obtain the information they need and keep them coming back to your site. Examples are things like search features, online forums, downloadable documents, online transactions, call to action buttons, and refer a friend. These are just a few things to keep in mind when you are working with a web designer on the creation of your site. To learn more about effective websites, contact Tarsha Polk at www.themarketinglady.com.
Image is everything! What’s your customer’s perception?
When was the last time you took a long hard look at your company’s image? When customers visit your place of business or contact customer service, is your image carried throughout? Your company’s image is important to establishing repeat customers and loyal buyers. By definition, company or corporate image refers to how a company is perceived. It is a generally accepted image of what a company "stands for".
The image starts with brand identity. This consists of your logo, slogan, images, and colors that differentiate your company from competitors. When you see those golden arches, you should think of McDonald’s. The “M” and yellow and red colors are consistent throughout McDonald’s packaging, building, and decor. Another example of brand identity is the phrase “Just Do It” by Nike. The phrase appears on almost all advertisements. These all help establish a mental picture of your company to your customers and will help them remember your company first. Marketing collateral is a critical part of your company’s image and should be easily recognized by your customers. From your website to your business cards; the style, colors, message, and symbol should be consistent.
Good or bad customer service will have an effect on your company’s image as well. At Wal-Mart when you walk through the door, you are immediately greeted by someone and handed a basket. Customers know they can always expect a friendly face to greet them at the door. Customers will keep coming back if they receive great service. Bad customer service experiences will spread to others like wild fires. If potential customers hear bad things before they even experience the company’s products/services, the company will have a poor image. From the employee that answers the phone to the sales reps that visits potential buyers, the customer service level will establish an image. Your product itself must reflect your corporate image too. For example, if you sell high quality silk shirts for women, you will most likely be perceived as an upscale retailer.
Think about the last time you visited a website that did not look professional, did you want to buy from them? When you picked up the phone to call a plumber and heard a dog or laughter in the background, did you use their service? How about when you were at the last networking event and someone approached you with a wrinkled suit or worn out shoes, did you return their call?
A consumer will develop a set of beliefs about your company and its products and services. A company image should be consistent with the company's products and services. If it is not, potential customers may become confused about what the company stands for and will tend to reduce sales.
The image starts with brand identity. This consists of your logo, slogan, images, and colors that differentiate your company from competitors. When you see those golden arches, you should think of McDonald’s. The “M” and yellow and red colors are consistent throughout McDonald’s packaging, building, and decor. Another example of brand identity is the phrase “Just Do It” by Nike. The phrase appears on almost all advertisements. These all help establish a mental picture of your company to your customers and will help them remember your company first. Marketing collateral is a critical part of your company’s image and should be easily recognized by your customers. From your website to your business cards; the style, colors, message, and symbol should be consistent.
Good or bad customer service will have an effect on your company’s image as well. At Wal-Mart when you walk through the door, you are immediately greeted by someone and handed a basket. Customers know they can always expect a friendly face to greet them at the door. Customers will keep coming back if they receive great service. Bad customer service experiences will spread to others like wild fires. If potential customers hear bad things before they even experience the company’s products/services, the company will have a poor image. From the employee that answers the phone to the sales reps that visits potential buyers, the customer service level will establish an image. Your product itself must reflect your corporate image too. For example, if you sell high quality silk shirts for women, you will most likely be perceived as an upscale retailer.
Think about the last time you visited a website that did not look professional, did you want to buy from them? When you picked up the phone to call a plumber and heard a dog or laughter in the background, did you use their service? How about when you were at the last networking event and someone approached you with a wrinkled suit or worn out shoes, did you return their call?
A consumer will develop a set of beliefs about your company and its products and services. A company image should be consistent with the company's products and services. If it is not, potential customers may become confused about what the company stands for and will tend to reduce sales.
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