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Casual Articles - Rut Busters: Changing Your Trade Show Routine
The Basics Of A Marketing Plan
Market Summary Describe your market—past, present, and future. Review changes in your market share and the market share of your competition. Provide biographies for your senior management and key employees, and explain their responsibilities. Discuss the size of the market and your main competitors. Discuss your advertising expenses and how you set the price for your product or services.Product Definition Describe in detail the product or service that you are marketing. State what need the product or service fills for your customers.Competition Describe the co
serving your marketing message, or are you simply repeating yourself?Market Summary Describe your market—past, present, and future. Review changes in your market share and the market share of your competition. Provide biographies for your senior management and key employees, and explain their responsibilities. Discuss the size of the market and your main competitors. Discuss your advertising expenses and how you set the price for your product or services.Product Definition Describe in detail the product or service that you are marketing. State what need the product or service fills for your customers.Competition Describe the co
2) Step outside your industry
Great ideas come from unexpected sources. I’ve gotten some of my best exhibit ideas from the retail world, where they carefully study the impact of color, music, and even temperature upon shoppers. Examine what motivates people to buy products that are very different from your own. What makes someone buy a motorcycle? Yogurt? Sleeping bags? Each of
Questions to Determine ROI for Your Company
Is the company website attracting the right talent?How many resumes do you receive on your website What is the resume to position ratio How many of the received resumes are worth calling Do you track resumes per posting How many of those called return your call Of the call backs, how many are worth moving forward How much time have you spent on this processDoes your company recruit or screen resumes?Do you screen all resumes submitted to the company website Do you actively recruit from other companies How many channels do you use to attract talen
Routine is comfortable. We like knowing what we’re going to do, when we’re going to do it, and what we’ll be wearing while we do it. It’s nice, safe and predictable. There are no surprises, no unforeseen contingencies, no upsets.Is the company website attracting the right talent?How many resumes do you receive on your website What is the resume to position ratio How many of the received resumes are worth calling Do you track resumes per posting How many of those called return your call Of the call backs, how many are worth moving forward How much time have you spent on this processDoes your company recruit or screen resumes?Do you screen all resumes submitted to the company website Do you actively recruit from other companies How many channels do you use to attract talen
There is also no growth, no excitement, and no spontaniety. Routines can easily become ruts, especially at a trade show. It’s very easy to do, especially if you always go to the same shows, display in the same location, use the same graphics and literature, and go through the same sales spiel. It might seem effective. It’ll definitely be comfortable.
It’s also one of the biggest mistakes you can make. Exhibiting is, by its very nature, is a constantly evolving art. To be successful, you need to embrace what is new and exciting. It requires pushing boundaries.
If you’re comfortable, you’re not trying hard enough. Worse, you’re running a very real risk: The risk of boring trade show attendees with your booth.
People have a split second attention span. If you’re not presenting something new, exciting, and engaging, to draw them in, most attendees are going to assume they already know what you have to offer and pass you by. When attendees walk right by your booth without giving it a second look, that’s the same as having sales dollars flying right out the window.
There are five easy steps to break out of a rut.
1) Realize the difference between branding and routine.
Doing the same exact thing the same exact way time after time after time is NOT branding. Careful and intelligent placement of logos, consistent use of color, and overall design are all elements of branding. Look at McDonalds – they have one of the strongest brands on the planet, yet have changed looks, catch phrases, uniforms and menus over the years.
Take a close look at your branding efforts. Are they serving your marketing message, or are you simply repeating yourself?
2) Step outside your industry
Great ideas come from unexpected sources. I’ve gotten some of my best exhibit ideas from the retail world, where they carefully study the impact of color, music, and even temperature upon shoppers. Examine what motivates people to buy products that are very different from your own. What makes someone buy a motorcycle? Yogurt? Sleeping bags? Each of
Q & A How to Find a Great Search Firm
Q & AQ: Are people sometimes cautious of ‘headhunters’?A. Yes. However the industry has evolved over the last decade and steadily gained more respect. Now recruiters go to the same lengths that other professionals do to be certified by obtaining a Certified Personnel Consultant (CPC) designation.Q: Is it appropriate to approach a professional recruiter or should the recruiter pursue the job seeker?A: It is very common for both to occur. Our search firm, FGP International (Find Great People) has been building its own proprietary database of candidates and contacts for nearly 22 years. Th
ics and literature, and go through the same sales spiel. It might seem effective. It’ll definitely be comfortable.Q & AQ: Are people sometimes cautious of ‘headhunters’?A. Yes. However the industry has evolved over the last decade and steadily gained more respect. Now recruiters go to the same lengths that other professionals do to be certified by obtaining a Certified Personnel Consultant (CPC) designation.Q: Is it appropriate to approach a professional recruiter or should the recruiter pursue the job seeker?A: It is very common for both to occur. Our search firm, FGP International (Find Great People) has been building its own proprietary database of candidates and contacts for nearly 22 years. Th
It’s also one of the biggest mistakes you can make. Exhibiting is, by its very nature, is a constantly evolving art. To be successful, you need to embrace what is new and exciting. It requires pushing boundaries.
If you’re comfortable, you’re not trying hard enough. Worse, you’re running a very real risk: The risk of boring trade show attendees with your booth.
People have a split second attention span. If you’re not presenting something new, exciting, and engaging, to draw them in, most attendees are going to assume they already know what you have to offer and pass you by. When attendees walk right by your booth without giving it a second look, that’s the same as having sales dollars flying right out the window.
There are five easy steps to break out of a rut.
1) Realize the difference between branding and routine.
Doing the same exact thing the same exact way time after time after time is NOT branding. Careful and intelligent placement of logos, consistent use of color, and overall design are all elements of branding. Look at McDonalds – they have one of the strongest brands on the planet, yet have changed looks, catch phrases, uniforms and menus over the years.
Take a close look at your branding efforts. Are they serving your marketing message, or are you simply repeating yourself?
2) Step outside your industry
Great ideas come from unexpected sources. I’ve gotten some of my best exhibit ideas from the retail world, where they carefully study the impact of color, music, and even temperature upon shoppers. Examine what motivates people to buy products that are very different from your own. What makes someone buy a motorcycle? Yogurt? Sleeping bags? Each of
Designers Help Market Commercial Real Estate
During a time when the commercial real estate market is competitive, agents often hire designers to create the right atmosphere. While designers often make a residential home seem more livable, their goal when dealing with commercial properties is to make the space seem workable. Investors want commercial real estate properties that are in a good location. But they want the interior design to match the tenants whether they are doctors, lawyers, dentists, and insurance agents or massage therapists.Texture in office spacesOne key design element for office spaces today is the use of texture. Designers
ndees with your booth.During a time when the commercial real estate market is competitive, agents often hire designers to create the right atmosphere. While designers often make a residential home seem more livable, their goal when dealing with commercial properties is to make the space seem workable. Investors want commercial real estate properties that are in a good location. But they want the interior design to match the tenants whether they are doctors, lawyers, dentists, and insurance agents or massage therapists.Texture in office spacesOne key design element for office spaces today is the use of texture. Designers
People have a split second attention span. If you’re not presenting something new, exciting, and engaging, to draw them in, most attendees are going to assume they already know what you have to offer and pass you by. When attendees walk right by your booth without giving it a second look, that’s the same as having sales dollars flying right out the window.
There are five easy steps to break out of a rut.
1) Realize the difference between branding and routine.
Doing the same exact thing the same exact way time after time after time is NOT branding. Careful and intelligent placement of logos, consistent use of color, and overall design are all elements of branding. Look at McDonalds – they have one of the strongest brands on the planet, yet have changed looks, catch phrases, uniforms and menus over the years.
Take a close look at your branding efforts. Are they serving your marketing message, or are you simply repeating yourself?
2) Step outside your industry
Great ideas come from unexpected sources. I’ve gotten some of my best exhibit ideas from the retail world, where they carefully study the impact of color, music, and even temperature upon shoppers. Examine what motivates people to buy products that are very different from your own. What makes someone buy a motorcycle? Yogurt? Sleeping bags? Each of
Conference Facilities
A conference call is a call in which three or more parties interact simultaneously. Always a cost effective way to reduce travel expenses, conference call technology has advanced to provide a more interactive user experience. Today's conference calls not only include telephone communication, but also video and web communication. One of the most popular services allows clients who do not have video conferencing equipment to connect via the web, thereby participate using only their web browser.Conference calls can be used for entertainment or for social purposes like party lines. People call to a specified te
he difference between branding and routine. A conference call is a call in which three or more parties interact simultaneously. Always a cost effective way to reduce travel expenses, conference call technology has advanced to provide a more interactive user experience. Today's conference calls not only include telephone communication, but also video and web communication. One of the most popular services allows clients who do not have video conferencing equipment to connect via the web, thereby participate using only their web browser.Conference calls can be used for entertainment or for social purposes like party lines. People call to a specified te
Doing the same exact thing the same exact way time after time after time is NOT branding. Careful and intelligent placement of logos, consistent use of color, and overall design are all elements of branding. Look at McDonalds – they have one of the strongest brands on the planet, yet have changed looks, catch phrases, uniforms and menus over the years.
Take a close look at your branding efforts. Are they serving your marketing message, or are you simply repeating yourself?
2) Step outside your industry
Great ideas come from unexpected sources. I’ve gotten some of my best exhibit ideas from the retail world, where they carefully study the impact of color, music, and even temperature upon shoppers. Examine what motivates people to buy products that are very different from your own. What makes someone buy a motorcycle? Yogurt? Sleeping bags? Each of
Practical Guide to Catalog Printing Services
Catalog printing services are everywhere. So there’s no reason for someone who’s dealing with a catalog printing project to worry much. But come to think of it sometimes people may find it difficult to select the printing service that suits them well. These people are those that don’t make a plan for their print jobs. As a result, they end up picking the wrong one.To help you get through with this dilemma, here are some tips that you should keep in mind in catalog printing:Tip #1. Determine the kind of catalog you will print. Basically, you must remember that there are two kinds of catalogs. They are
serving your marketing message, or are you simply repeating yourself?Catalog printing services are everywhere. So there’s no reason for someone who’s dealing with a catalog printing project to worry much. But come to think of it sometimes people may find it difficult to select the printing service that suits them well. These people are those that don’t make a plan for their print jobs. As a result, they end up picking the wrong one.To help you get through with this dilemma, here are some tips that you should keep in mind in catalog printing:Tip #1. Determine the kind of catalog you will print. Basically, you must remember that there are two kinds of catalogs. They are
2) Step outside your industry
Great ideas come from unexpected sources. I’ve gotten some of my best exhibit ideas from the retail world, where they carefully study the impact of color, music, and even temperature upon shoppers. Examine what motivates people to buy products that are very different from your own. What makes someone buy a motorcycle? Yogurt? Sleeping bags? Each of these items requires a different strategy, with many complex elements. Perhaps some of these elements would work well in your exhibit.
Remember, it’s never a good idea to simply ‘cut and paste’ elements from one advertising campaign onto your own. Catchphrases, graphics, and imagery may be copyrighted or proprietary. You want to expand your business, not enter litigation! Instead, analyze what makes a particular element work for you, and see how you can adapt it to meet your own business needs.
3) Get a fresh set of eyes
Have someone who is in no way related to the trade show industry or your company look at your exhibit. What do they notice first? What impression do they get of your company? What emotions do your graphics evoke? Record their impressions and compare how they measure up to your marketing objectives.
Many times we have looked at our own exhibits so many times that we don’t ‘see’ them anymore. This fresh set of eyes will be viewing your booth the same way the attendees do – with no foreknowledge or preconcieved notions of how the exhibit is ‘supposed’ to look.
4) Change up your teams
Just because Fred, Ethel, Murray and Zane have ALWAYS been your trade show team does not mean they always have to be. Take a careful look at your staff. Who is personable and professional, with excellent product knowledge, strong sales skills, and enthusiasm? Send that person to the trade show. Sending one new person to a show can create a new dynamic, sending a whole new team guarantees you’ll get anything but a routine performance.
No matter who you send, make sure that all staff members are trained. Old-hands need to refresh their skills and rookies need to acquire them!
5) Call in wardrobe
Something as simple as changing clothes can totally alter a booth staff’s perfor
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