To be effective your booth must stop folks in their tracks. It must provide a reason for them to interact with you. The marketing message must be simple and easy to remember.

 The booth that wins best of show always has…a theme that is fun.    

 For example: When I exhibited at the Direct Marketing Association show at McCormick Place in Chicago – I knew I’d need a gimmick. I wanted national direct mail prospects to know that my print and mail service was centrally located in Wisconsin. My theme was “Wisconsin produces much more than cheese – Print and Mail at ABC Company.” I served up a cheese tray of Wisconsin aged cheddar samples. Everyone in the booth wore a Cheesehead hat. We wore cheese-art ties. There was a drawing for a Wisconsin cheese gift box.

 We were the hit of the show. People wanted to pose with the cheeseheads for pictures. They brought colleagues to our booth for cheese samples and to sign up for the drawing. Every visitor remembered the cheesehead booth when we followed up after the show.

 There were hundreds of booths and thousands of attendees. But my booth was one of the few that was remembered.

How will you get attendees to stop at your booth during you next trade show? I’ve compiled a list of 11 ideas that will help you start brainstorming.

 Attend a local show – not in your industry – and borrow an idea from the most memorable booth. Businesses at smaller shows come up with great low cost themes.

1. Get controversial. If there is an issue that concerns everyone in your industry – make a statement – on signage, t-shirts, hats and educational handouts. You’ll have people talking to you.  
2. Start a petition. People love to have their voices heard. They’ll remember that you helped them send a message to the governing bodies.
3. Try video marketing. This is becoming a huge online tool. It works in trade show booths too. Stream video from a live event, a tour of your business a product demo. Make the video available as premium on CD.
4. Create a game or contest. The more visual, interactive and fun, the more people you’ll attract.
5. Do have a drawing. Don’t let everyone enter. They must provide name, address, phone and e-mail or they don’t get to enter. Ask a yes/no survey question that qualifies them as a prospect. You’ll have their undivided attention while they fill out the form. More importantly you’ll have their contact info for follow up marketing.
6. Dress up. Everyone in your booth needs to dress for the show. Wear matching hats, t-shirts, ties, corporate wear or even fake mustaches. But something that identifies employees and carries out the theme. Goofy can be fun and memorable.
7. Get out from behind the table. Move your 10 foot skirted barrier to the back of the booth. This will invite visitors into your booth. They can talk to you without being jostled by other attendees passing by.  
8. Don’t sit on folding chairs. You never want a customer to be looking down at you while you pitch your product. Stand up or sit on a stool.  A 4 foot high counter or podium inside the booth is perfect place for you and the prospect to speak eye to eye.   
9. Make your own 4×3 name badges. Your first name should big and bold. Include your full name, title, company and booth number. Pin your name badge on the right side of your chest so it is visible when shaking hands. Exhibitor name tags provided by the show are usually hard to read. If on a lanyard they hang down at your waist and 50% of the time the dang thing is flipped backwards. Provide readable name badges for everyone working your booth.
10. Be a guerilla marketer. Make noise – within show rules – that adds to your theme. Bells, whistles, instruments, a microphone or recorded sounds attract attention. Create smell. Aromatic food really draws a crowd.  
11. Keep visits short. Don’t let a visitor tie you up for 30 minutes with long winded tales. Your job is to greet and meet as many good prospects as possible. You want to tease them with your pitch, get their contact info and then offer to follow up after the show.  

 Trade shows are an effective marketing strategy. They are an excellent way to meet customers and increase your company’s exposure. Make every appearance a memorable event for you and your customers…and you’ll certainly increase your ROI.

Newspapers and magazines sell space. Apparently that’s all their display advertising reps want to sell. Because, the two most important elements – the Offer and the Call-To-Action – are missing from most print media ads.  

I saw a cooperative ad for a downtown shopping district in a special supplement to a daily paper. There were 27 participating stores on a five-page spread. The ad rep did a good job of selling.  Unfortunately, most of the ads were just business cards in both size and content. The ad sales rep probably told advertisers that the more businesses that participated, the more feet they’d see on State Street.

Just seven of the ads had a Call to Action and only five ads included any kind of offer. That means 75% of the businesses were just hoping some of the foot traffic would walk in their door to say hi.

 I’ve sold advertising in newspaper, magazine and direct mail. While the formats and distribution methods are different, the marketing principles are the same. The AIDA formula (Attention, Interest, Desire, Action) apply to all forms of marketing. And direct marketing methods can and should be used in every advertisement.

How do you know if an ad is working when there’s no offer? How do you compete with 26 neighboring businesses when there is no compelling reason to open your door?

And the call to action is simple, but so important. Direct marketers know that you can’t just put a phone number or web address or a reply form in a direct mail package. You must tell the prospect what you want them to do. CALL TODAY! GO TO WWW.! MAIL THIS POSTAGE PAID CARD!

The offer and call to action have been tested thousands of times by direct mail marketers. These are proven methods for improving direct mail response. These methods should be used in every display ad too!

What if all 27 of those ads had an irresistible offer and urgent call-to-action? There’d be many for feet on State Street.

 But you don’t have to be a corporate giant to benefit from a cause marketing campaign. Here is why.

The connection between entrepreneurship and giving has never been stronger.  One survey reports that 87% of consumers would switch to another brand if it was associated with a good cause. Savvy marketers – big or small – are using cause marketing to reinforce their brand.

 The challenge – regardless of business size – is to make your cause marketing campaign a WIN, WIN, WIN. The effort must be a beneficial for the nonprofit group, the community and for your business.

 Step one is to choose a cause that you truly believe in. If you’re not giving from the heart, it will show.

• Next, find a cause that is in some way related to your business. This strengthens the emotional bond you have for the nonprofit while extending your brand.
• Start small with a local charity. Make it personal by donating time or products in addition to dollars.
• Integrate your efforts into every facet of your business. Include all employees, all marketing and do it every day and every way.
• Don’t expect immediate ROI from the efforts. Do expect this to differentiate your business and set you apart from the competition.

 Finally, use all the tools for generating direct marketing success. The American Express effort was not directly measurable to the campaign. Target your market with a call to action that encourages measured response. Don’t forget to include one or more emotional hooks. Make it fun and highly visible to create buzz. 

 The benefits from cause marketing are many. You’ll receive positive PR, better customer relations and the satisfaction that your marketing has a multi-purpose.

 Direct mail works the same way. Think about some of the catalogs you receive. Lands’ End, Crate’n Barrel and Dell Computer have learned that the more often they mail, the higher the response rate. Many catalogers send the exact same catalog to the same customer list. Tests have shown that repeating with an identical mailpiece to the same list within two weeks of the original mailing will boost response. People are busy. They need reminders.

 The rule of thumb in marketing and sales is that it takes six to seven impressions before you show up on a prospect’s radar screen. You can’t expect miracles after one or two contact attempts. Consistent repetition will help lift ROI.

 A Milwaukee area direct marketing agency tested this theory recently for their marketing campaign. They developed a targeted list of about 900 decision makers. A series of six letters and one selfmailer were created. The letters were sent every two weeks. The sixth letter reminded the recipient that it takes six to seven contacts to make an impression. “Don’t make me send you a seventh letter,” it warned. “Get in touch today!”  

 The campaign generated over 35 appointments and five sales to date. It paid for itself four fold. What’s really interesting though, is that nobody called until after they received the fourth letter. Don’t give up too soon.

 So how do you go about developing a loyalty program if you’re not Mastercard? The fact is any size or type of business can build a successful loyalty program. The first step is to grow your in-house database. Getting a customer’s name, address and phone number is only the beginning. You need to know more about each customer so you can communicate on one to one basis with relevant information. You want to make a customer feel they are special. This triggers one of the strongest emotional motivators…exclusivity.

Here are some ideas on how to turn customers into members who buy from you because of loyalty.

Start a birthday club. One of the most exclusive days to anyone is their birthday. Most people don’t share the same birthday with somebody they know. It’s special to them. They’ll share it with you if you ask.

Design a postcard for signing up new birthday club members. Make an offer of a free gift or discount during their birthday month. The card can be mailed to target customers or handed to them at the point of purchase. It should capture name, address, phone, e-mail and birth date. You might try to learn about their job, hobbies or favorite food for more personalized communications.  Include a privacy notice that promises not to share this data.

 Enter the information into your database. If you don’t have the time or expertise for data entry, hire a vendor that does. Then once a month download a file of upcoming birthdays and send out your birthday gift cards. The gift or reward you choose should be relevant to your brand and valued by the customer. It should also increase the potential profitability of doing business with them.

One national restaurant chain has created a successful kids club. They offer a free kids meal during the child’s birthday month. Birthday postcards are timed to arrive in the mail just before the first of each month. On average, three to four full paying guests will accompany the birthday child for the free meal.

 The cards are redeemed at above average response rates of 8-10%. They generate repeat customer sales even during slow months. The kids club database can be used to target their families for other promotions throughout the year. Similar programs could be used for adult birthdays or wedding anniversaries.

 Reward your customers. Create a member card that tracks purchases. It could be as simple as a punch card – the type used by many coffee shops – or a plastic version with a barcode that can be scanned. Assign a member number to each customer so they can be easily searched in the database. Cards can be personalized, numbered or barcoded with inkjet or laser image technology. Sophisticated database software can help you capture lifestyle and buying information that can be used to personalize future marketing efforts.

Rewards can be based on dollars spent, store visits, years of membership. Mail a reward coupon or gift card that can be easily used and enjoyed by the individual. Over 50% of incentive programs now use a gift card or certificate to reward top customers.

 Delight your top customers. A delighter is one of those things that a customer doesn’t expect but that can provide a great deal of customer satisfaction. They work best if you can identify what your customer really values. You could capture this data from lifestyle questions on your initial member sign up form or a follow-up survey. Examples of delighters are baked cookies, fresh flowers or a favorite music CD.

Building a better database is the key to starting any CRM/loyalty program. It can be as rewarding to you as it is to the customer.

Admit it. You’ve brought home a tradeshow giveaway and given it to your kids or pet. My dog loves the soft pink balls imprinted with… some companies name and number. Trouble is my dog doesn’t read!

Don’t giveaway pens, magnets, bouncing balls or stress squeeze items. They attract people looking for freebies, not good prospects. In most cases they’ll end up in drawer or given to the kids. Your imprinted message has a very short shelf life on these typical trade show tchotchkes.

Tradeshow giveaways should be more than an attention getting novelty. A good giveaway must support your marketing message. It needs to be useful and offer practical value to the prospect. It should carry your message long after the show. A great giveaway will have attendees showing off what they got to other attendees who will search out your booth to ask for the giveaway.

For example, at a direct mail show I gave away a coffee mug with a packet of gourmet coffee. The marketing theme promoted one-stop-shopping services… “we’ll put time in your day for a coffee break that’s gourmet.” It was memorable. It got talked about. Visitors sent colleagues to my booth for the gourmet coffee. Some called or e-mailed after the show to thank me for the good coffee. I saw coffee mugs on customer’s desks for years thereafter.

You don’t have to offer a giveaway to everyone who passes your booth. Make attendees earn the incentive. You can qualify them first. Then get their contact information. That’s a fair trade for a nice gift. Now you have a prospect that will remember your booth when you follow up.

According to a survey printed in the Harvard Business Review: Only 25% of people remember an ad the day after seeing it. On the other hand 39% of the people surveyed remembered receiving a useful premium gift six months after receiving it, 74% were still using the gift and 70% had become a customer of the giving firm.

Try a well thought out tchotchke at you next show.

For FREE report on trade show marketing go to www.JeffreysDMR.com

Here’s a checklist of psychological influencers that work for all direct marketing copy.

  1.    People like to be invited to respond even if they don’t reply,

  2.   Buyers like the feeling of power, give them options to choose from.

 3.   Allow prospects to jump to conclusions you’ve hinted at.

 4.   Prospects want to know that others have made the same, wise decision.

 5.   People will scan a piece, so use bullets and headlines to draw them into the copy.

 6.   Provide proof that what you say is so with guarantees and testimonials.

 7.   Allow prospects to interact with a mailing. Involvement increases a response. 

 8.   Arouse imagination by letting your prospects think big or imagine success.

 9.   Ugly works. Don’t create a perfect mailing as that will turn off a buyer who thinks they’re not your equal,

 10.   Startle your prospect with unusual comparisons that paint a picture and are easy to grasp. 

 11.   Increase the value of your product/service by creating scarcity…supply is limited.

 12.   Create urgency. People respond best when confronted by deadlines.

Should you use more than one of these powerful influencers in a single promotion? You better.

 Here are three marketing strategies you should consider.

 DATABASE MARKETING – 20% of customers will normally represent 80% of sales.

Start building a better database that identifies and qualifies your best customers and prospects. Collect their address, phone and e-mail. Append customer records with response information like buying frequency, sales volume and product or service needs. Attach any known personal information like birthdays, children’s names, hobbies and their favorite teams. Capture additional customer information from checks, business cards, their web sites and even news stories in local papers or trade publications.

REWARD MARKETING – The word “FREE” is still the number one response tool.

Try offering free information, gifts or coupons in exchange for customer and prospect data. Give a free gift to a first time customer to strengthen the relationship. The cost of not getting a 2^nd sale is greater than the cost of the gift. Offer customers a gift, coupons or discounts in exchange for referrals. Satisfied customers are your best and least expensive sales team.

 LOYALTY MARKETING – Membership instills a sense of ownership.

Develop a membership program that provides special customer benefits for card-holders.

Send members an informational newsletter by mail and/or e-mail. Send members notices of new products with member only discounts. Create special events that are for “members only.” Enthusiastic customers will tell others about you and become evangelists for your business.

 Your most effective marketing tool is your own customer list. Make sure you have one. Don’t just use the list of companies you send bills to. That’s a billing list. You want a marketing list that includes the information necessary to speak one to one with a customer.    

 by Jeff Veesenmeyer

JEFFREY MARKETING

Absolutely! The prize drawing sign up is the best way to build a prospect database. But…you don’t have to make it available to every Tom, Dick and Mary passing by your booth. Only offer the entry form to those people who are good prospects.

First of all, the prize drawing should be part of your pre-show marketing plan. Send a postcard or e-mail to past customers and prospects. It should invite them to your booth and ask that they bring the postcard or e-mail for a FREE gift. This is also their entry form to enter your drawing. It works. You’ll have the opportunity to meet, greet and pitch somebody who sought you out. You’ll build a list of prospects that respond to direct marketing. These are excellent prospects for follow up marketing. You should include the postcard copy on your website for downloading too!

Put the entry box at the back of the booth. Provide entry forms for visitors that didn’t receive a postcard, but look like good prospects. You’ll be building relationships while building a database. This database will become your most valuable asset.

The prize should be for a product or service you sell. You only want people to enter that would be potential customers. No point in giving away a TV if you’re selling outdoor recreation! Jot notes on each entry that will help you remember that person. Rate the prospects as Hot, Medium, Cold or One, Two, Three or anything that helps you segment them for future marketing efforts.

After the show – pick a winner. I’ve noticed that most trade show prize drawings seem to go to best prospects. Good prospects are just luckier I guess!!

Now, this is how you get more marketing mileage out that free prize drawing. Send a letter to all of your top prospects. The letter thanks them for visiting your booth and entering the drawing.  It tells them who the lucky winner was…which gives you memorable, credible and valuable positioning with these prospects. None of the other exhibitors will do this. Attendees always wonder …who won that drawing…did they pick a winner…was the prize even given away?

At the end of the letter, include an offer that drives them to your website. In the P.S. remind them of a product, service or upcoming event. The real purpose of this letter is to create a call to action.

Next you want to send a news release to the winner’s hometown weekly newspaper. Small town weeklies will run these short public relations items about local residents. Metro dailies won’t. Include some info about the prize with more details available on your website.  Be sure to list the winner on your web page, blog or Twitter post too!

Yes! You should have a trade show prize drawing. But, only if it is a part of your multi-channel direct marketing plan.

For my complete report on Trade Show Marketing, e-mail jeffreymktg@charter.net

Jeff Veesenmeyer – Copywriting that Sizzles

www.JeffreysDMR.com

Repeat after me. “My website is my sales staff.”

The number one purpose of any business website is to sell a product or service. It’s not just a pretty brochure. Unless you develop a website marketing plan with the goal of producing response, your site will underperform.

I’m not suggesting that you design a website that mirrors a TV infomercial. But it does need to grab attention, build interest, create desire and produce an action from the visitor.

You should start by asking yourself the following questions…

1. What exactly am I selling?
2. Who is my target visitor?
3. Why should a visitor be interested in my site?
4. How are my services uniquely different from the competition?
5. What do I want visitors to learn and do?

Your website should answer the – who, what, where, when,

why and how of your business…plus invite response.

• WHY -The Home Page answers why you’re in business. It should speak directly to the person in front of the computer screen – your target prospect. This page describes your mission statement. The word -, “you” – should be more prevalent than the words – “we, our or, us.” Tease him to keep reading with “CLICK HERE for more information” and then link it to another page.
• WHAT – Describe the products/services offered and benefits provided.  Offer free white papers or a newsletter that educates customers and prospects about your business and industry.
• WHO – Give your website the “human touch.” Introduce staff members with a photo and bio. Start each bio with a “grabber” that wows a visitor to read on. Use drama, wit, excitement or human interest so the reader will want to meet, call or connect with this person.  People do business with people they like.
• WHERE – Provide your office location, directions, map, parking, photos of office or maybe the availability of public transportation   Ask visitors to call for more information or to make an appointment.
• HOW – This is your contact us page. It provides how to information…phones, fax, e-mail, business hours. It asks the visitor to call, e-mail, fax or visit. Every page should have a call to action.

Other pages might include FAQs, articles, case studies, a privacy statement, testimonials, calendar of events and anything you feel would be a value to customers and visitors. Update the site frequently with new material. This improves your ranking with search engines. I t also keeps visitors coming back.

What’s next? You must market your website or nobody will ever find it. But that’s another article.