Sometimes companies face publicity droughts. Without a new product launch, an earnings announcement, a change in leadership or a relatable current event, companies can go through periods without the opportunity to generate positive public exposure.
Ubiquity is the key to remaining foremost in the minds of target audiences. But what are companies to do when there’s nothing newsworthy to promote? Luckily, speaking opportunities at industry conferences abound throughout the year.
Here are five tips for targeting — and capitalizing on — speaking opportunities:
More than just about anything else, exhibitors want to know how to
improve their trade show promotions in order to get more traffic (and
more of the right traffic) to their booth.
It’s a big deal. And you can help. Here’s how.
The average exhibitor spends 14% of their trade show budget* on trade
show promotions. Where do you spend yours to get the best results?
Consider the big three buckets:
- Pre-Show Promotions
- At Show Promotions
- Post-Show Promotions
Do you get a better return on your investment on pre-show, at-show,
or post-show promotions? Or, if you’ve been splitting your dollars into
two or three of these buckets, which gets the lion’s share?
. We spend money on ads, money on direct mail, money sending our
reps into the field…all in the hope that we can get face time with the
people who matter. At a trade show, all of our best prospects are in one place at one time.
2. At a trade show, we get to see all of our existing clients
in one place, at one time. We can use the opportunity to ascertain
their future needs and their current satisfaction with our products and
re-posted from Seth Godin's Blog.
then do marketing.
You can learn finance and accounting and media buying from a book.
But the best way to truly learn how to do marketing is to market.
You don't have to quit your job and you don't need your boss's permission. There are plenty of ways to get started.
If you see a band you like coming to town, figure out how to promote
them and sell some tickets (posters? google ads? PR?). Don't ask, just
If you find a book you truly love, buy 30 and figure out how to sell them all (to strangers).
If you're 12, go door to door selling fresh fruit–and figure out what stories work and which don't.
Set up an online business. Get a candidate you believe in elected to the school board.
The best way to learn marketing is to do it.
So you have logged off
Once we decide to log off and meet real people in person, where do we find them?
Associations are a good place to start. Some associations involved
with an industry segment are readily apparent. Others take research to
Your industry’s trade magazines and websites might list associations
in their calendar of events section. Make a list of them with when and
where they meet. Put them on your calendar.
Involvement with one association can lead to awareness of another.
Ask others what groups they participate in and how you can visit. You
might be invited to come as the guest of an established member. That can
beat walking in cold.
By way of example
Let’s imagine that you are involved with the precast concrete segment of the construction industry.
Your business is manufacturing and supplying construction materials and sometimes functioning as a subcontractor. (That was the case for this Examiner.)
In this example you are involved with the A/E/C or Architectural Engineering Construction business.
Listed below are some of the associations where you would find opportunities to make business connections:
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As an exhibit marketer, there’s a lot you’ve learned about trade shows. But what do you most wish your
boss and other senior managers knew about trade shows?
To find out, we asked exhibit marketers to tell us, as part of the survey Tradeshow Week did for our joint white paper, The Evolving Role Of Exhibit Marketers.
The answers were clear. The top 3 things exhibit marketers want their bosses to know are:
- The value of trade shows
- How to exhibit better at trade shows
- How much effort it really takes to do trade shows
1. The Value of Trade Shows
Exhibitor marketers praised how trade shows build awareness,
relationships, memorability, and yes, generate leads. They want their
bosses to see the value of face-to-face marketing compared to direct
selling, and how that can never be duplicated via the internet. Many
exhibitors wish their managers understood that the longer sales cycles
for their industries delay results, but to be patient because those
results will come.
Here, in their own words, is how exhibit marketers value trade shows,
and what they wish their bosses understood about their value:
Read entire article.
- Written by Susan A. Friedmann, CSP, The Tradeshow Coach
In chatting with you about trade show giveaways, I’ve encouraged you
to get your money’s worth by
placing value in whatever you choose as a
trade show memento, by avoiding gimmicks and trinkets that end up
decorating landfills, and by providing something that your busy clients
and potential customers truly want and need. Something they will
remember you for and that will put your company in the front row of
their thinking when considering services and products such as yours.
The world is a blur of business entities. Entrepreneurs understand
that thanks to personalized marketing forums such as social media, the
individual counts. So much of contemporary business is carried on
between people who never meet face to face that it’s beneficial to let
your customers “see” you. Nothing achieves that better than a
professional headshot, just like actors use in their portfolios.
A headshot makes you human, visible, real.