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Keys to Trade Show Follow Through

trade show roi_news

Guest blog by Susan Canonico, CEO of ADM Two.
The show is over. Everything is in storage, ready for the next event, and you’re back at the office. Now, it’s time to get your return on investment. You’ll need a good trade show follow through plan. Start with organizing all of the contacts and personal information, or notes taken during the show. These may have already been entered into your CRM. If you don’t have a database, then use a spreadsheet. Either way, it’s time to get in touch with these folks.

Here are eight steps to follow through with all of your contacts and leads.

  • Bring everyone together: Each team member has information, too. It’s time to pool together their information. This is where you can assign order of importance for each lead. Timing is important, so don’t let those hot leads cool off.
  • Divvy up the work: A team meeting will get everyone on the same page and make the load manageable.
  • Practice your pitch: The sales pitch after a show should be easy to remember, quickly delivered and friendly. It also needs to be passed on and rehearsed.
  • Continue the conversation: Give them a call and try to reconnect, using the personal and professional notes from the show.
  • Connect on social media: Connections with show attendees grows your market reach and provides new-quality leads.
  • Marketing activities: One way to grab attention is to send e-newsletters with interesting content. This may include statistics on the trade show, who was in attendance, and anything that happened while there. You can sneak in a product announcement in there, as well.
  • Be respectful. There are ways to make negative impressions, such as being pushy and rude. Stay positive and maintain a respectful approach to garnering attention. Be respectful and be persistent, not aggressive.
  • Debriefing meeting: Sharing the success, shortcomings, and failures is a great way to improve for the next show. The only way to do this is to be honest and mission focused, leaving personal issues aside for the sake of the bigger picture.

One of the goals for every show is making it a positive experience for visitors to your booth, as well as your employees working there. Maybe it’s time to try something new, like technology and interactivity, to add to your experience. Some of the things on your list after your trade show follow through may take several months, such as additions to the booth or redesign. Plan your next show well in advance and you’ll be able to capitalize on the things you learned.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

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Spotlight on: Leeward Bean, CEO of Big Frog Custom T-Shirts

video client spotlight

Pinstripe project manager Nikki Devereux met Leeward in the beginning of 2017. They instantly clicked, and chatted over coffee for more than two hours about a video project for Leeward’s franchise brand, Big Frog Custom T-Shirts and More. Leeward’s description of the Big Frog brand and family was so enticing that Nikki instantly wanted to be a part of it in any way possible! In the end, her role was to film the 2017 Frogathon, and she had a great experience doing so. Frogathan is a 4-day event where all the Big Frog franchisees come together in St. Petersburg, FL for education, mingling, food, drink, and fun.

“The Big Frog team made me feel like a part of their family, and every person I met was kind, happy, and energetic. Big Frog brings that out of you and that’s what was so compelling when I first met Leeward – he was all about the franchisees, taking care of them, making sure they were successful, making sure they were HAPPY. I wanted to be a part of that,” Nikki said after filming the event. Stay tuned for the video, coming soon in the portfolio!

Name: Leeward Bean

Title: Chief Executive Frog

Company: Big Frog Custom T-Shirts

City: Dunedin, FL

Web site: www.bigfrog.com and www.bigfrogfranchise.com

 

What inspired you to found Big Frog Custom T-Shirts?

A young couple who worked with me at another company wanted to start their own business.

What do you like most about the your industry and community?

Helping people start their own businesses and making people smile when they get their new favorite T-shirt.

What challenges does your industry face?

Managing and directing 90 independently owned and operated business.

How do you measure your success?

How well our franchisees do.

What has been your greatest accomplishment in your career?

When we sold our last company, eleven people became millionaires.

What do you think is the biggest mistake companies make when working in your industry?

Not focusing on the franchisees.

What is the most interesting trend you see in your industry?

The ability to produce one T-shirt at a time cost effectively.

How has technology helped your work?

The extremely high resolution and reliability of the direct-to-garment printers.

How do you stay on top of your field?

Always putting the customer first and under promising and over delivering.

What resources do you recommend? (Books, magazines, web, etc.)

My favorite book is ‘Start With Why’ by Simon Sinek.

If you could give one piece of advice to Tampa Bay companies, what would it be?

Get up every morning with a positive mental attitude and listen to what people have to say; especially your customers.

What was your first job?

Selling eggs door to door when I was six years old.

What are your hobbies?

Fishing!

Favorite food?

Cuban sandwiches

Last book you read?

Total Control by David Baldacci

Let’s Have a Focus Group!

focus group

Good business decisions start by asking questions. Will there be much interest in a new product or service? Will a proposed marketing campaign strike a chord with customers? What do people truly think of your brand? A reasonably simple, and relatively inexpensive way to answer such strategic questions may be through a focus group.

Unlike surveys, focus groups allow for nuance in the feedback you receive. (How many times have you filled out a questionnaire and the answer you really want to give is “it depends.”) The comparatively free-wheeling format of a focus group will also let you judge the intensity of feeling that’s coming from your participants. Additionally, focus groups may provide insights and creative ideas that you’ve never considered.

Another advantage of focus groups is that they don’t have a lot of requirements. Professional assistance is probably advisable but honestly, if you have the confidence and inclination, there wouldn’t be much harm in trying a do-it-yourself approach. Here are the necessities:

Limit the discussion to a single topic. They are called “focus” groups for a reason. The idea is to take a defined topic and explore the relevant thoughts and feelings of your target audience. Know what questions you want to have answered before you start.

Screen for the right people. Just as you wouldn’t ask bald men about hair-coloring products, not everyone will be right for your focus group. You should screen to get about 10 – 15 unbiased people who are representative of the target market in terms of demographics, knowledge and potential interest.

Choose an adept moderator. Obviously, this person needs to be at ease talking to small group of strangers. However, he or she also needs to be mentally agile, objective, congenial, willing to referee between stronger and less aggressive personalities, and able to keep the discussion on point and moving along.

Find an appropriate setting. A conference room at your place of business might be acceptable with accommodations that provide clean restroom facilities, refreshments/snacks and comfortable seating. However, to avoid unduly influencing the group, a neutral site such as a hotel meeting room or a private dining room in a restaurant may be the better choice.

Keep good records. You should do this on two fronts: have someone take notes to capture discussion highlights, PLUS be sure to make an audio/video recording as well. Video is important because a lot of communication is nonverbal, and seeing such reactions during the meeting may be just as illuminating as the comments you hear.

If you hold one focus group and find the exercise to be both worthwhile and budget friendly, why not make them a regular part of your marketing research routine? (The more information you gather, the better, and you’ll only improve facilitation with additional practice.) On top of everything else, we believe you’ll find conducting focus groups to be a highly interesting and potentially very enjoyable experience.

Could You Develop a Cult-like Following for Your Brand?

cult following band

Star Trek vs. science fiction. Green Bay Packers vs. the NFL. Macs vs. personal computers. In each pairing, the former is an example of the latter, yet fans of a specific “brand” may have little emotional attachment to the broad category. They may even be dismissive or hostile to other entities of the type. These brand enthusiasts know what they like and no substitution will do. They also expect to be customers for life.

Wouldn’t you like to have such partisans supporting your business; customers who will ignore your competitors’ promotions and who can be counted upon to defend your brand against all skeptics? It might be possible.

However, you’ll never attract intensely committed customers if you yourself don’t sincerely feel your offerings are special in some very important way. After all, you are the first evangelist for your business and if you’re not a believer, how can you expect to attract any followers?

Once you have the necessary mindset—and quality offerings—the necessary steps to developing a cult-like following will then require fostering an “us vs. them” mentality among your customers. If that sounds a little creepy, understand that you’re simply respecting your customers’ superior ability to understand and appreciate the exceptionality of your work. So, whether they realize or not, they are truly special. You’re only helping them accept their unique group identity. Here’s how you can start:

  • This may sound counter-intuitive, but you should create a slight barrier to someone becoming a customer. The obstacle shouldn’t be too hard to overcome, but significant enough to cause a little inconvenience or minor discomfort (such as registering, or paying a little more). It’s the same principle as hazing a prospective fraternity member. By requiring a special “commitment,” customers will be less inclined to walk away after they’ve “joined” an especially dedicated group. (Example: Chick-fil-A’s premium prices and being closed on Sundays.)
  • Within reason, develop a unique vernacular to associate with your products and services. This will serve three purposes: it will increase the distinctiveness of your company; it will create a “common language” among your customers and your business; in time, it will make competing products and services sound alien. (Example: The “Genius Bar” instead of “service desk” at the Apple Stores.)
  • Provide for direct customer engagement and communication, not only between you and your clients, but also among the customers themselves so that they can more easily function as the unique community you want them to be. Social media is a great place to start, and you may also want to establish dialogues on your website. (Example: Customer product ratings at Amazon.)
  • Reward customer loyalty with exclusive offers and opportunities to heighten their sense of belonging to a special group, as well as providing an ongoing incentive for remaining a customer. You might establish levels of “achievement” for your customers—statuses such as “gold, silver … etc.—creating a competition among faithful members. (For many years, Phillip Morris encouraged Marlboro smokers to save and redeem Marlboro Miles for branded merchandise.)
  • Make your brand prominent, its imagery attractive and easily accessible. Think of it like a flag that your customers can wave with pride, or wearing a team jersey. As part of this effort, you might want to give your customers opportunities to possess things like clothing and other knick-knacks emblazoned with your logo. (Harley Davison does this very well!)
  • Seek feedback and creative input from your customers. People who use your products or services will have the best insights as to how to make them better. Plus, such involvement will help transform a typical client-business relationship into a feeling of ownership on the part of your customers. (While more of a monopoly than a cult, Microsoft demonstrated this when it promoted features of Windows 7 as coming from customer suggestions.)

As you see, it requires extra effort to convert typical customers into walking, talking (and buying!) brand advocates. And your value proposition may not be one that easily lends itself to cult-like devotion (example: super convenient store hours). But if you get the feeling that your business may be one that naturally attracts a distinct market—one that’s open to a personal connection with a trusted brand—you may find a lot of profit in cultivating an intensely loyal customer base.

Twitter’s ‘How to Guide’ for Marketing with … uh, Twitter

twitter_news

The web-based program, entitled Twitter Flight School (twitterflightschool.com), is free and only takes about an hour to complete. To sign on, you just need a Twitter account and the willingness to share some of your Twitter account information with the app. To help you decide if the course is worth these modest investments, we’ve outlined it for you.

The basic program offers five modules—called Flight Path Courses. These are:

Twitter 101: Shaping Relationships between brands and people. (10 minutes.)

  • How Twitter Connects You to the World
  • How People and Brands Connect on Twitter
  • How Twitter Drives Business Results
  • Sample Tweets
  • Quiz

The Ultimate Guide to Content Planning: Building an effective and engaging content strategy for Twitter. (15 minutes.)

  • Content that Connects
  • Defining Your Goals
  • Listening to What Matters Most
  • Inspiring Your Audience
  • Developing Content
  • Executing Your Plan
  • Quiz

Meeting Campaign Objectives: Creating creative ads on Twitter that will engage your audience. (10 minutes.)

  • How Twitter Offers More than 140 Characters
  • Objective-based Campaigns and Ads
  • Choosing the Right Campaign
  • Quiz

Reaching the Right People: Targeting the right people at the right time. (10 minutes.)

  • Precise Targeting
  • Choosing the Right Target
  • Quiz

Launch and Optimize Campaigns: Critical information for launching and optimizing a Twitter campaign. (15 minutes.)

  • Twitter Campaigns and Ads
  • Campaign Basics
  • Followers Campaign
  • Website Clicks and Conversions Campaign
  • Tweet Engagement Campaigns
  • App Installs or Engagements Campaigns
  • Quiz

You don’t have to complete the entire course at one time. In fact, you can stop mid-module and resume later. And if you like this introduction to marketing with Twitter, you can move on to the “Deep Dive” courses.

Though the program is ostensibly created for marketing agencies, there’s no reason any business owner or manager might not find something of interest here. And even if you aren’t particularly interested in marketing with Twitter, many of the principles—such as first establishing marketing objectives—are always worth taking to heart.

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