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10 POWERFUL Reasons WHY 'Articles' Remain The Internets #1 Marketing Strategy
Copyright 2005 The IWE, LLC. All Rights Reserved. We've all heard it... "Content IS King" and for good reason because it IS as far as the Internet is concerned. And when it comes to web surfers, they come online for two reasons, One is to check...
An Internet Marketing Tutorial for the rest of us
Get your website indexed and listed on the major search engines in a matter of days! Best of all, the information is provided free of charge! Check it out at: http://www.angelfire.com/hiphop4/perfect_wedding/biking About the Author ...
Emerging Marketing Trends
Emerging Marketing Trends Copyright [C] 2003 Shahnaz Rauf www.snzeport.com Net Marketers Beware! Change is in the air. As you all know, on the net change is the golden rule. The all supreme law that spells success of all shapes and sizes. If you...
Small Business Marketing, According to Seinfeld
What could Seinfeld possibly have to do with marketing a small business? As it turns out, all small business owners could take a few lessons from the show that brought us such popular phrases as “Man Hands” and “master of your domain”. The Coffee...
Your Business Card--Executive Pacifier or Marketing Tool?
Your Business Card—Executive Pacifier or Marketing Tool? Do you remember when you started your business or you got a new job? The excitement you felt when you the business cards arrived to match your new business or new position? The cards became...
 
Marketing Your Shows the 4 C's Way

Traditional marketing is changing: Customers are more sophisticated and price sensitive. They expect products and services to be delivered faster and more conveniently. And they have no qualms about switching to competitors.

At the same time, traditional marketing tools are less effective than in the past. Products are not much different from each other, pricing is quickly matched by competitors, advertising is expensive and less effective, and sales force costs are rising.

Consumers are constantly being interrupted by thousands of marketing messages, making it easy for one message to get lost in the overwhelming clutter of communications. Plus, consumers no longer have a well-defined set of products and vendors that they will consistently seek out to fulfill a need.

So how do you create, win, and dominate markets today? According to marketing guru Dr. Philip Kotler, "marketing must help the company deliver more value to the customer."

What does this mean in trade show terms? It means that you need to focus on the services both exhibitors and attendees perceive as valuable ... and deliver them with perpetually fresh appeal.

Customer Value

Customers are getting more and more value conscious. You can fulfill their expectations by constantly "thinking exhibitor" and "thinking attendee." You need to live and breathe for your customers -- they make your job possible.

Encourage your team to do whatever it takes to get projects accomplished and wow your customers. Follow examples set by Disney, Ritz-Carlton, and Southwest Airlines. If they can do it, why can't you?

Brainstorm ways in which you can continually differentiate yourselves from competing shows. Don't be shy about inviting your exhibitor advisory members to be part of your team. Insist that they evaluate your employees on the job.

Training also needs to be a major consideration. If your employees need more skills, offer to pay for specific training courses in your area or push them to pursue continuing education opportunities online.

Change

Is your show successful the way it is? Do you think you have the perfect formula that works? If you say yes, you might be heading for decline. Your team needs to fall in love with change. If you don't grow and change, you'll become stale, your competition will outdo you, and then your show will be history. Change, however, has to be in line with the essence of your show -- it needs to be relevant. Just as your attendees expect to see and experience something new and exciting from visiting your exhibitors' booths, that expectation should also define your overall show. The challenge is that results need to be visible to the bottom line.

Experimentation is the name of the


game. Each year you need to introduce new ideas and concepts into your show organization and production. Change doesn't have to be drastic; small subtitles can make the difference, especially when you implement ideas supplied courtesy of your exhibitors and attendees. Make sure that you communicate these changes and let your customers know that you're listening to their suggestions.

Convenience

How easy is it to do business with you? Are your systems user-friendly? Consider every piece from the exhibitor manuals to the registration desks at the show. What can be done to make participating in your shows a hassle-free experience? Consult your vendors, staff, exhibitor advisory committee, outside consultants, and even children for ideas and suggestions. Then try them out yourself. Again, model concepts that work. Ask yourself how favorite companies might solve your particular challenge.

Use the Internet to simplify form completion and registration procedures. Offer discounts for using the technology. Challenge yourself to constantly make the process more convenient.

Communication

Bernd Schmitt, author of Experiential Marketing, once noted, "Today's customers take functional features and benefits, product quality, and a positive brand image as a given. They want products, communications, and marketing campaigns that dazzle their senses, touch their hearts, and stimulate their minds. The degree to which a company is able to deliver a desirable customer experience -- and to use information technology, brands, and integrated communications and entertainment to do so -- will largely determine its success in the global marketplace of the new millennium."

You want to stimulate such excitement among your exhibitors and attendees that your show is an experience not to be missed. Experiential marketing is the latest trend in marketing that focuses on the experiences of customers.

In addition to dazzling your exhibitors and attendees with your show promotion, realize too that they hunger for two-way communication. They want to know that you care, that you are interested in them and their goals. Either way, the key is two-way communication, them hearing you and you listening to them.

Customer value, change, convenience, and communication all make up the essence of a powerful 4 Cs marketing approach that will help take your show and organization to another level.

About the Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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