28. October 2010 19:50
SpOOktacular Event Giveaways
Halloween is right around the corner and I got to thinking about how much Halloween trick or treating resembles trade show attendance. Trick or treaters (your audience) scour the neighborhood (the show floor) looking for tricks (products and services) and receiving treats (event giveaways). Some houses (booths) are more popular than others in the neighborhood because they deliver the goods. So if you want to be among the popular exhibitors, here are the premium giveaways that will have trades show attendees SCREAMING for more.
Drink and be Merry
Ceramic mugs are a favorite among B2B audiences. Whether you are an avid coffee drinker or prefer the sophisticated undertones of tea, a mug is the perfect platform to get your necessary caffeine fix.
Ceramic mugs are a great promotional vehicle for your company. They are useful, coveted and commented on before/during/after meetings by professional’s companywide. Mugs provide a daily reminder of your brand and heighten your campaign visibility. For a ceramic mug to be truly portable and widely used make sure the handle is large enough to accommodate at least three fingers of a man's hand.
Get Carried Away
Promotional totes continue to be a hit for trade show attendees because for their usefulness in storing: reading material, lunch, groceries, gym clothes,diapers...etc.
A tote bag offers you more visual real estate to communicate your brand (through your logo and imagery relevant to your target audience). Available in hundreds of styles and colors, they are lightweight to ship and are compact enough to store in your booth since most fold flat. Unless you are targetting a particular gender, select a design that appeals to both men and women. Consider cloth totes made from recycled fibers to promote your organization as one that is environmentally responsible and prides itself on employing sustainable strategies.
Go for a Drive
USB drives save users time and computer space by allowing them to store critical documents in a portable unit, whether they use the hotel business center or their company lap top.
While pricier than the previous two items, usb drives are highly valued and promote business productivity. USB drives are like business cards, you can never have too many of them. They can carry your company logo, website url and/or telephone number. In addition you can provide your company's collateral in pdf form on the drive for attendees to download after the show - Voila you've just eliminated the need to send post show fulfillment!
Stay tuned next Tuesday for how to drill down your social media platforms
21. October 2010 19:47
Maximize your trade show investment by increasing traffic to your booth at each event. Your pre-show e-vite can have a significant impact on the success of your event. Below are some tips that will get your invites opened and send people flocking to your booth
THE FROM LINE
Your customer’s inbox is filled to the brim with generic corporate communications. In fact, 80% of viewers delete their email communications after reading the FROM line paired with the subject line. The FROM line is the single most important element in building trust with your recipient. Many times, the FROM line is overlooked in a last minute frenzy to get the event invite out of the door and in the queue.
1)Personalize it Ensure your e-vite gets noticed by including your sales person’s name with your company name in the FROM line. This builds a relationship with your customer while also reinforcing your brand.
THE SUBJECT LINE
Your subject line is verbal bait to lure your customers into opening your communications.
1)Personalize it Everyone likes to hear and see their own name. So include the recipient’s name in your subject line to get your message noticed.
2)Be authentic Clearly state the intention of your message with a sense of urgency. Do not mislead your viewer into opening your email or you could severely damage the integrity of your brand and corporate communications.
3)Keep it short The ideal subject line is about 6 words in length. Make sure that the most important content in your message is in the first 15 characters. Open rates steadily decline if the subject line exceeds 6 words or 30 characters. Any subject over 50 characters will get cut off in your prospects viewing panel so leave the least relevant for last.
4)Test what’s best Split your list into two groups – A and B. Send each group a different subject line. Then compare the open rate for each group to determine which subject line gets opened more often. Use the higher performing subject line in your next e-vite.
Your reply reinforces trust.
1)Include a signature The sales person’s name at the bottom of the email fosters familiarity and more connected communication.
2)Make sure they match Your “from” and “reply to” addresses should be the same, even if the “reply to” emails are going to a generic inbox. A different “reply to” address will often generate suspicion in the recipient. If they feel misled, they will be less likely to respond and may even opt out of receiving any further communications.
From line: John Smith, Nomadic Display
Reply to: Jsmith@nomadicdisplay.com instead of email@example.com
1)Alert sales Make sure to inform your sales team members that their name is being included in e-vite before it is sent out
2)Designate responsibility Assign a person in Marketing or Sales to monitor the the “reply to address” mailbox so that all responses are distributed in a timely manner
Check back next Tuesday to see how you can use Facebook to lure key buyers into your booth
15. October 2010 20:39
While marketing budgets are improving, companies continue to seek choices for how best to invest their program funding. Nomadic offers custom displays that may be purchased or, when appropriate, rented which provides you with the flexibility to determine how we can best meet your needs. Below is an example of the same exhibit design offered for both purchase or rental.
Purchase Option: ID30088N
- Tension Fabric Structures/Graphics
- Overhead Messaging
- Walk-In Storage
- Semi-Private Meeting Area
- A/V Workstations
- Free-Standing Counter
- Reconfiguration Options
Rental Option: 5025
- Tension Fabric Structures/Graphics
- Overhead Messaging
- Locking Storage
- Semi-private Meeting Area
- A/V Monitors (2 46" LCD/ 1 32" LCD)
- Free-Standing Counter
- Furniture (1 Table, 7 Stools)
- Flooring - Carpet
Ask your local Nomadic Dealer about our latest purchase design ID30088N and interpretive rental design 5025 today.
12. October 2010 22:15
After last Tuesdays blog write up in lead management I scowered the Trade Show Exhibitors Association (TSEA) discussion forum on LinkedIN for exclusive insider feedback. See below what some industry veterans are saying about lead management:
“It's hard to explain to the executives sometimes that the qualitative is as important as metrics. I currently use a simple spreadsheet to report quantitative and qualitative results which works"okay" but, I admit that I would love to improve upon this.”
– Holly Randall, Marketing Manager, Trade Relations
“This has ALWAYS been a challenge, and not just being able to calculate ROI. Convincing management to spend an extra $10 or $20 to qualify a sales lead that costs $150+ to get is a challenge in and of itself. Definitely a huge gap between marketing's efforts to generate leads and sale's perception of the lack of quality and hence, lack of follow-up...”
– Bill Wilde, Principal, Marketing and Advertising
“If you don't build a collaborative relationship between sales and marketing and establish alignment of business unit objectives, trying to determine ROI or ROO is fruitless. The bigger issue is the ability to align the different business groups to build consensus on a process that will deliver metrics that mean something to the company”
- Steve McWilliams, VP of Sales and Marketing, Information Technology and Services Industry
”The best is at the very earliest stages to discuss with those who are doing the event why they are investing in it and what they hope to get out of it. Before you leave the room have those metrics agreed upon and in the post event analysis present them as well as any other metrics you feel are relative.”
- Harris Schanhaut, Senior Events Leader, Marketing and Advertising
Download our free capabilities brochure to see how we can maximize your event ROI
5. October 2010 20:48
Are You LEADing the Way in Lead Management?
With the tradeshow season in full swing, event marketers are
having to wear more hats than ever; post show event analysis is one of the many
duties that exhibitors are adding to their expanding event marketing agendas. Lead
management is a driving factor in effectively evaluating your event performance.
With 74% of exhibitors measuring their event performance on leads collected at
events, it is imperative that you have an effective means of lead management
before you kick off your next event.
Below are some ways that you can optimize your tradeshow
lead management so that follow up is streamlined and intuitive. Adopting the
below best practices will ensure when it comes time for reporting ROI to upper
management, you have results that support your continuing marketing
Lead retrieval systems will save you time and money from keypunching
business card information later. Business cards, although portable and handy
can be easily misplaced so, if you find yourself with a hand full them, take a
minute to staple the business cards to pre printed lead forms.
2) Learn to Score
Sales and Marketing too often play “hot potato” with
lead management and follow up. There is
a consensus of frustration among marketers and sales teams alike regarding post
show lead follow up. Collaboratively developing
a lead scoring system will alleviate the sometimes daunting task of lead follow
up and will prioritize action items for the sales division.
3) Stick to your Guns
Whether it’s Sales or Marketing, determine who is responsible for post show
follow up and what method of communications will be implemented (personal email
– from sales, post show mailers, personal phone calls and/or automated emails
Additionally, the sooner you follow up on tradeshow leads the better; reaching
out to leads directly after event tear down (before their inboxes fill up with
automated email communications from competitors) shows that you’re dedicated
and sensitive to your customer’s unique requirements.
Learn how Nomadic can take your tradeshow event performance to the next level by downloading our free whitepapers