Marshall Yard:

I enjoy things that are predictable, reliable, and proven. But I CAN recognize when things have outlived their useful life - met their expiration date - SPOILED. I know a foul stench when I smell one.

The “traditionalists” of the trade show world are either victims or perpetrators. Which are you? And what are the most egregious aspects of “traditional” trade show exhibit behaviors?

Back-End costs (stealth profits!):

 - Exhibit providers will sell a booth at what may seem like a reasonable price, and heap on added profits from unexpectedly exorbitant handling, repair, and refurbishment costs. While some of this “smoke and mirror” treatment can be flushed out prior to a contract being executed for purchase, some of it evolves out of the dependency that an exhibitor develops with the contracted exhibit house.

Non-Impact costs (it’s not marketing, but it’s in our budget):

 - As an integral and MASSIVE aspect of your marketing spending, it would be great if you could be spending money on MARKETING. Instead, traditional exhibit houses have tied up your marketing budget in storage, inspections, crates, and the aforementioned handling and repairs. Golly, nothing projects the company image more than a finely built CRATE. I can assure you, as a member of the spendthrift American public, I would buy more of your product if only you spent more money storing your aging, worn-out trade show exhibit.

Spending like you can predict the future:

 - 2009 is proving to be a terrible time to predict what your company’s trade show itinerary might be for the next 24 months. While the next year’s list of shows might appear to be set in stone (booth spaces reserved, etc), we just recently emerged from a moment in economic time when banks were weary of lending to institutions OVERNIGHT. You’re making educated guesses that span years into the future? Nostradamus meets Trade Show Coordinator - I AM IMPRESSED.

Tradition is all well and good, but is the decrepit model for trade show exhibit houses becoming antiquated and primordial? Is your boss looking over your shoulder to determine whether you’re coordinating an absurdly archaic trade show exhibit? Tradition might be fine when you’re deciding where to go out to dinner on that special occasion, but it downright STINKS when it comes to trade shows.

M - Manage your time between online campaigns, print campaigns & make sure you have personal
contact with prospects on a weekly basis if not more often.

A - Advertise yourself where ever you can, the online possibilities are endless

R - Reach out to multiple audiences by attending a variety of tradeshows

K - KISS - Your message should be “Keep it Simple & Straightforward”

E - Evaluate the competition and plan your strategy for upcoming trade shows & conventions

T - Target your market by making an exhibit booth that will shout…………………

I - IMPACT - Idea generation with an experienced Exhibit House Team can bring easy 3D Solutions

N - Networking at trade shows and conventions can bring your product and/or service to the front lines

G - Global Marketing can be effective through online tools, advertising networks, social media marketing,
blogging!

Different trade shows have different audiences, it is vital that as the New Year gets underway that you take the time to assess your marketing strategy and strategic development. Owners, Developers and Businesses in general need to remember that they need to market for IMPACT.

I = Image

Amplify your image; give yourself the flexibility for innovation and growth, by not marrying into a purchased exhibit, you can have the options of speaking to different audiences and conveying different messages quite easily.  Creative designs that will help your company stand out on any exhibit floor will give you more potential for reaching different divisions.

M = Marketing

When it comes to trade show marketing – remember it is not simply about the exhibit hall experience. It is about getting the message out, loud and clear.  That should be one of your primary goals, with a sold marketing partner; you can create a refreshing and effective message for new product lines and new services.

P = Potential

Potential clients, potential success! It should be all about clients, and the success that you should be able to bring to the table for them.  With the trade show abundance in the United States, there is never a loss of places to exhibit, research the potential shows and find out where you have the best fit, with an established exhibit house, you should be teamed with the correct professionals that can direct you to the best venue’s and upcoming shows.

A = Advancement

We are all in business to advance.  Climb the ladder of tradeshow success, get yourself out of that murky 10 x 10 pipe and drape exhibit and start showing off your willingness to advance in your marketplace.   When you take the time to invest more of your marketing dollars into the exhibit booth that will be your image, you will see advancement.

C = Communication

Not only communicate with your leads that have been generated by trade show marketing, communicate with your already successful relationships.  Communicate with your employees, who communicate with your successful relationships.  People like to be heard, they also like to be acknowledged, remembering small information from potential clients can take you far.

T = Traffic

Sometimes a nightmare, but in the trade show industry, this is what brings in those potential clients, that begin the communications for relationships.  Researching the best layout for your exhibit booth as well as the best possible area on the exhibit floor takes research, doing this in advance can help you land a prime piece of trade show real estate.

IMPACT 2008 with successful marketing and planning!

By: Susie Kleiner 

I started this blog at the end of June, right out of the womb! In January 2007, I was given the task of learning SEO and learning about internet marketing.  In the 11 months that I have taken over this task, I still feel that I am in my infancy.   I have read several forums, and articles, and enjoy the research.    The questions that arise on forums from newbies in the SEO industry are all questions that have helped me learn.  There are so many great forums out there, Digital Point,  Small Business Forum and High Rankings, just to name a few.  If you are struggling with SEO, Blogging, Marketing over the internet these are awesome places to start.

I attended a few online seminars, and someone gave me some great advice in regards to being approached by SEO firms, which, I have to say, we get about three calls a week on people soliciting their services.  Walk cautiously, and be aware of the red flags.  If a firm “guarantee’s” you top placement in the search engines, take a step back.  There are “no” guarantee’s, IMO (in my opinion) (I had to look that one up) I was also told that if an SEO firms vehemently seeks you out, remember, most firms that are reputable, and good at what they do, do not have the time to make cold calls, and most likely have a full plate.

I am not saying that all firms that make cold calls in SEO services are not on the up and up, I am saying arm yourself with some knowledge, and ask alot of questions.

Now, blogging, is it worth the time? I do believe it is, if your company is not already doing so, it is a great “personal” approach to the market place, offer up insight and educate interested parties.  When you are starting out with anything, it is so overwhelming, I felt like I was on the Titanic and sinking pretty quickly, but it is fascinating to read the comments left by readers, and it is interesting research in regards to finding where people are coming from and the keywords they are using.  That will as well give you an education in new keyword phrases you can use for the development of your website, blog or online advertising. 

I am from the old school, and I do enjoy actually talking to live people, instead of pressing 1, 3, 6 or 9 on your touch tone phone, I usually just hit “0″ so I can get a actual person on the other line.  But, in order to stay on top of the game, blogging is on the fore front, our decision makers of the future are coming out of college and the social networking, and social media that are on college campus are sky-rocketing, and I think it’s “lift off ” time for businesses to take the necessary action.   

News travels at light speed now, within minutes of any event, you can locate information online about it.  Whether it is National News, International Events, the information is out there to find.  It took me a few weeks to convince some of the decision makers here, that blogging can help business.  It is much easier if you are in a niche market, but striving to get your company and your brand awareness out there, should be on the forefront of your marketing strategy.  Part of that plan should include blogging, and social media. 

Face it, it does get to be a project when you are writing about the same thing each and every day, learning to put a personal spin on it, and sharing passions of your own spun in an inventive way can only solidify your brand or product.  Tell a story, remember the Taster’s Choice couple? Okay, I am dating myself, but that is something that sticks in the heads of us over forty, it’s all about the approach.  Be inventive, and be honest, people will continue to read and become loyal followers, and if they happen to come to your blog and continue to stick around, it may come up at a cocktail party, or at a charity event, and someone may be listening and that someone could be a potential “decision maker.” 

That in my opinion is the dynamics behind blogging for business.  And thats all I have to say about that!