Did Motorola and Verizon Miss the Mark?

marketing ideas motorola ad

I’m not sure this ad achieves what Motorola and Verizon hoped to achieve. I don’t see people untethered by longer battery life; I see a digital culture of disconnect. No one is actually looking at each other. All eyes are on their phones. Yeesh. Is this what we’re becoming?

The digitally divided?

Marketing Idea #83: Tradeshow Giveaways

Marketing Ideas Tradeshow Giveaways

The best and most obvious reason for visiting some tables at trade shows is for the free giveaways. You will find that many people will make the rounds to collect the free stuff. In some cases, the booths without free giveaways may experience lower traffic as a result. It’s a cheap ploy, but the right giveaway can gain you exposure you wouldn’t have had without it. Of course, you have to question the quality of your traffic if it’s only coming over to steal another one of those great metal pens…

Tip: Have fun with your giveaways! After all, if it’s really good, it will likely end up in the hands of their kids.


 

10 ways to master the tradeshow giveaway game

by Susan Friedmann

Walk around any trade show and you will be able to collect a bag full of trade show giveaway items all designed to promote business. Everyone enjoys receiving a gift. Gift giving creates a favorable impression. It can build goodwill, be an incentive, communicate a message, and create awareness. However, how many promotional giveaways do an effective job?

Before jumping into the trade show giveaway game consider the following 10 ways to master the tradeshow giveaway game:

Define Your Audience: Having a focused objective for your trade show giveaway will also help you decide who should receive it. Consider having different gifts for various visitors. You might have different quality gifts for your key customers, prospects, and general passers by.

Set Your Goal: What do you want to achieve by giving away a premium item? Trade show giveaway items should be designed to increase your recognition, communicate a message, motivate an action, or promote your small business. It’s important not only that the message have an impact, but also the premium itself.

Find the Right Item: There is a multitude of different items you could consider as a premium giveaway. However, which one will best suit your purpose? To select the right item, decide on your objective. Do you want it to enhance a theme, convey a specific message, or educate your target audience? Set a purpose to make your selection process easier. A promotional specialist can also help you make an effective selection. Remember your company image is reflected in whatever you choose to give away.

Add Your Message: Is there an item that naturally complements your marketing message? Have the message imprinted on the item with your company name, logo, and phone number. An important aspect of any gift is to remember who it was from long after the fact.

Set a Price: The price range for trade show giveaway items is enormous. Quality, quantity, and special orders all impact the price. Establish a budget as part of your exhibit marketing plan. Consider ordering the same item for several different shows. The greater the quantity of your order, the lower the individual unit price.

Establish Qualifiers: What must visitors do to qualify for a giveaway item? There are several ways to use your trade show giveaway effectively:

  • as a reward for visitors participating in a demonstration, presentation, or contest
  • as a token of your appreciation when visitors have given you qualifying information about their specific needs
  • as a thank you for stopping at the booth

Use the Pre-qualifying Secret: Trade show giveaways can be used to pre-qualify your prospects. One company uses playing cards. Prior to the show, they send “kings” to their key customers, “queens” to suppliers, and “jacks” to new or hot prospects. They request that the cards are brought to the booth in exchange for a special gift. When the cards are presented, the booth staff already knows certain information about the visitor. They can then act on their previous knowledge and use time with the visitor more productively.

Have a Sales Incentive: Will your trade show giveaway directly help future sales? Hand out a discount coupon or a gift certificate requiring future contact with your company for redemption. Consider premiums that will help generate frequent visits to customers and prospects, such as calling you for free refills.

Inform Your Target Audience: Novel trade show giveaways can actively help to draw prospects to your booth. Make sure your prospects know about it. Send a tickler invitation with details of the giveaway, or create a two-piece premium, sending one part out to key prospects prior to the show and telling them to collect the other half at your booth.

Have a Tracking Mechanism: Establish a tracking mechanism to measure the success of your trade show giveaways.

If it is a redemption item, code it so that you know it resulted from the show. Post-show follow-up could include a question about the premium: Did visitors remember receiving it, and how useful was the item? After the trade show, critique your giveaways with your exhibit team:

  • Did it draw specific prospects to the booth?
  • Was it eye-catching enough to persuade passers by to stop?
  • Did your customers find it useful?
  • Did it project the right corporate image?

There are plenty of exciting trade show giveaways for you to choose from to avoid the usual pens, pencils, and key chains. Make your premium work for you by applying the 10 ways to master your trade show giveaways and experience show success…it will be money well invested.


Susan A. Friedmann, CSP, is The Tradeshow Coach, and author of “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail article4 (at) thetradeshowcoach.com, or visit her website www.thetradeshowcoach.com.

Marketing Idea #79: Can’t You Read The Sign?

Marketing Ideas Signage

Consider the signage at your office or facility. Can a visitor find you easily? Can he find his way around your facility easily? Large buildings such as hospitals, office buildings, and malls often suffer from poor signage, creating a sense of unease and annoyance in their patrons. You know that even grocery stores can benefit from clear signage if you’ve ever had the misfortune of searching for way too long to locate a certain item on your grocery list.

Marketing Ideas Signs

Marketing Idea #91: Send Reminders!

Marketing Ideas Send Reminders

Send reminders to refresh your clients’ memory of specific recurring events, such as dental appointments or subscription renewals. If you’re using direct mail (postcards, letters, and so on), have your clients fill out the address information for their next reminder at the time of checkout.

Tip: Go one step further and hand them a sticker with the date of their next appointment, for easy placement in their wall calendars.

Example: Oil-change shops are great at this. They are always certain to leave those little window clings on your windshield for easy reference. As a result, you always know exactly when you’re due for a visit!

Better: Send them their calendar appointment electronically. (You are collecting their e-mail addresses, right?)

Marketing Idea #95: Signs, Signs, Everywhere There’s Signs

Marketing Ideas Retail Sign Road Sign

When your business is the first one that comes to mind as a place to find a product or service, you have achieved what is called top-of-mind awareness. Top-of-mind awareness is built and reinforced through repetition.

If you hold a retail store, 85 percent of your customers live or work within a five-mile radius of your business. When driving to and from work, school, and shopping, they pass your location some fifty to sixty times a month. Your sign should be designed so that it commands their attention every time they pass.

That’s how signs help build top-of-mind awareness and brand your business. To further this effort, make sure your sign is included as part of your overall marketing strategy.

Marketing Idea #82: Business Card Brochures

Marketing Ideas Business Card Brochures

A great rule for a brochure is, “If you can’t say it all on a business card, you shouldn’t say it at all.”

(Okay, so it’s not really a rule, but it should be.)

Distill what you want to say about your product or service and fit it on a business card.  Instead only offering your contact information, place a few bullet points and add some nice, simple graphics to the back of the card. By doing this, you are able to leave those you meet with a message that they can carry with them or organize into their Rolodex. (This presumes you made a great enough impact to compel them to keep your card.)

Example: Feeling clever? Leave off your contact information to complete the “brochure card” effect. Place the logo and tagline on the front of the card, and the content on the back, for a playing card–type feel. Also, by utilizing both front and back in your design, you can leave two cards on a bulletin board or elsewhere, flipping one over to create a small, two-piece brochure/billboard effect.

Marketing Ideas Business Card Brochure

Marketing Idea #84: Using Billboards as Brochures

Marketing Ideas Billboards as Brochures

Why is it you occasionally see billboards that attempt to be brochures? Is their message so important that it couldn’t possibly be distilled down into a couple brief phrases? Is their key message so complex? When you get ready to make your billboard investment, don’t insist your billboard become more than a billboard. A message received from a billboard is geared toward the audience on the go—and they’re usually going over 70 miles per hour. Keep it eye-catching, short, and simple for greatest impact.

Marketing Idea #88: Power in Print

Marketing Ideas Power in Print

How often are you bringing value to your clients? Offer a regular newsletter, article, or column. Ensure that whatever you put out maintains a consistent look and feel with the rest of your image; this assists you in furthering the development of your brand.

Better: You should be collecting the e-mail addresses of everyone who comes to you. Reduce your printing costs, save trees, and extend your reach by offering your network an e-newsletter.

Marketing Idea #87: Demonstrations Work

Marketing Ideas Demonstrations Work

Many a cheap diaper has been bought because of commercials showing it can hold the contents of an entire water balloon. Whether at trade shows or in your TV ads or videos, demonstrations prove your products work. This is why those late-night infomercials are so successful. Even brochures can illustrate a step-by-step series of images that prove success.

What can you do to illustrate your product in action?

Marketing Idea #80: Send Cards

Marketing Ideas Send Cards

Send greeting cards to mark social events, such as holidays, wedding anniversaries, or birthdays. This adds a personal touch that will be remembered.

Tip 1: Too busy to fill out all the cards? Hire it out. These services are available.

Tip 2: You know those custom cards you had printed out? If you had left them blank, they could have become all-purpose, and could have easily fulfilled these applications as well.

Marketing Idea #89: Collect Testimonials

Marketing Ideas Collect Testimonials

Collect testimonials from your best clients as a regular part of your follow-up survey process. Make sure you tell them you’ll be using all or part of their testimonials in your ongoing marketing efforts. Then, incorporate the best testimonials into every touch you have with your clients, such as invoices and marketing collateral (newsletters, ads, and so on). Remember: If you say it about you, it’s bragging; if someone else says it about you, it’s true.

Tip: Do you have a stellar client who would love to write you a testimonial but is always extremely busy? Offer to write it for her, and tell her if she approves, she may simply sign off on it. This allows you to mention the important stuff. The best testimonials state:

  • the problem the client was having,
  • why the client chose you,
  • what you did for the client, and
  • why others should choose you.

Below is a link to a form you can download and revise to help you collect testimonials from your customers. Enjoy!

» Click Here To Download The Testimonial Form «

 

Marketing Ideas #96-101: Be Remembered After Your Next Tradeshow

Marketing Ideas Be Remembered After Your Next Tradeshow

When getting ready to host a booth at a trade show, once you know the size and area dimensions you’ll be working with, the next step is deciding what information and content you want to display. Here are some tips:

#96: Your company name and logo must be visible. If visitors don’t know who and what the display is about in a matter of five seconds or less, their interest will be lost. The company’s name and logo should be easy to see. Remember: Always include your website address.

#97: Don’t make the overall design too distracting. Too much information and clutter will create confusion. Neatness, simplicity, and visibility are some of the most important aspects. Images should be crisp and professional-looking—no low-resolution images. All content should be appropriate and pertain to the rest of the display.

#98: For maximum impact, use color to make a statement, and let your display pop out. Color schemes can help set a specific mood or tone. Pick colors that will correlate with your company’s tone and theme.

#99: Successful trade show booths make it easy for visitors to retrieve information. Pass out flyers or business cards. Consider creating interactive displays, such as games, contests, drawings, or giveaways. Think of anything that will get the visitors intrigued and involved. This is a great way to add some flair to your display!

#100: Prior to a big day of participating in a local trade show, make sure you’ve e-mailed your customers and prospects to let them know 1. of the trade show (in case they hadn’t heard) and 2. of your participation in it. A short e-mail broadcast is a quick, easy, and low-cost way of promoting both the trade show and yourself. The more people who turn out for the trade show, the greater its success; likewise, the more people who stop by your booth, the greater the chance for your success.

#101: Say thank you. Show your appreciation for those who have taken the time to stop by your booth and engage you (when they could have invested their time elsewhere among the hundreds of other booths). This should be viewed as a critical part of your follow-up strategy and can be done over the phone, via e-mail or direct mail, or through a face-to-face visit afterward—just do it. The most powerful showing of gratitude is delivered in person.

Marketing Idea #86: The Fortune Cookie Effect

Marketing Ideas Fortune Cookie Effect

Use the Fortune Cookie Effect. Engage your customers with a collection of cute or hidden messages in your packaging. Chocolates, fortune cookies, ketchup and beer are just some of the products that have successfully used this technique for drawing interest to their branding. The idea is to embed a message into your merchandising to inspire interest and conversation around the message—and therefore the product and, finally, the brand.

Story: When my wife was five months pregnant with our first baby, medical experts told her he was measuring small, and that it was possible he had stopped growing, which of course lent itself to scary self-talk about a myriad potential birth defects. During the course of that day, she was given a Dove chocolate, which came wrapped in purple foil and contained a message inside, as they all do. This message said, “There is greatness in smallness.” The timing being perfect, we took it as a sign, and it helped us relax.

Of course, the happy ending is that the next time she went in for an ultrasound, everything measured fine, and we’re pleased to say that our boy is a happy, healthy, and complete individual. The foil wrapper has been glued to a magnet and now resides on our refrigerator. That little piece of marketing by Dove will now be a part of our family story for many years.

This can be the power of the Fortune Cookie Effect.

P.S.- Below is an example of how Dove has infiltrated popular culture using this marketing technique!

Marketing Ideas Dove Ad

Marketing Idea #92: Videotape Your Event

Marketing Ideas Video Your Event

Step 1: Get quotes from people at several of the local video shops, interview them, and look at their portfolios. Pick the one that you feel best about.

Step 2: Have them videotape your seminar and make it web-ready. Ask them to send you all raw and edited footage. You should have this in case you want to use it later.

Step 3: Have your video folks send the finished product to your web designer/developer so the video may be added to your website.

Step 4: Put the video in a secure place on your website, and ask visitors to register for the free information. Collect their e-mail addresses for future e-newsletter mailings!

Step 5: Repeat.