In all the years that I have participated in trade shows, I’ve observed the majority of vendors not really understanding why they are there. As much as we all want to or need to sell product to survive, the true purpose of a “Trade  Show” is to showcase your company and build brand awareness. It is the marketing to the public of who you are. It needs to be seen as a part of your marketing budget (not advertising or sales). We must keep this clearly in mind and be sure to keep your message simple. You only have a few moments to present your company to the attendees so make it memorable!

Be sure to engage with the attendees. To expect them to come to you is expecting way to much! People are tired of being sold “at” and will avoid eye contact unless they need you specifically so it is your responsibility to lead them in conversation and educate them. Much like going to a social gathering, you should never start with trying to sell anything. Instead, I would recommend that you help them to identify their own needs and then help fulfill them!

Always gather information on people so that you can follow up with them. Have a free drawing at your space or make them an offer that they can’t refuse.  We all  like free stuff don’t we? Make the offer in exchange for their contact info. Make it a great show season.

So many media choices, such little time? What is a small business owner or entrepreneur to do?

To plan a media ad campaign, the advertisers need to determine where should the ad go geographically. Which media vehicles should be used? What is the proper timing for the ad? What is the frequency, and finally, how can the ad be integrated through many communication tools. There are many media options, and more and more options become available every day. It was dvd’s and c’s for a while. Now it’s downloadable audio and video files that people can plan on an mp3 or ipod, or right on the computer Costs and choices are changing, so deciding where to put the ads are more important decisions, and much more complex.

Deciding on the audience objective means looking at what types of people the advertiser would like to reach. Determining the audience helps with the selection of the media. How and when the message should reach the audience comes next. What is contained in the message, what is the number of impressions that the target will receive, and how many different people will see, hear, or experience the message.

The final media mix will involve addressing the market, or the audience to reach. It will involve the money, how much is available in the budget. The media will be selected, this is the communication tool used to transmit the message. The mechanics involve the length, size and package of the ad. The method will involve the strategy of selection and all of the elements discussed above.

This is one of my favorite ad campaigns. I saw the first ads on the computer in a television show that I was watching online. There was a couple sitting on a vinyl couch debating something. The ad message was “what’s your epsonality?” The commercial was so cute, it did prompt me to visit the website just to see what else was there. I remember the name of the product because they put it together in a catchy way. The mix use several different delivery methods to promote the product, with the hook being the commercial. It didn’t result in a purchase of an Epson, but I did talk to my friends about how cool the commercial was.

What’s your epsonality? Or what’s your media personality? What media messages make you take note, and what elements do you enjoy the most? Keep those in mind when creating your marketing mix!

Today was another amazing example of how Insights continues to blow my mind. I am sitting here at 10:15 pm still pondering what happened today. There is nothing but possibility in this incredible world I find myself living in!!!
For starters, the day began with our 7am meeting which lead into a few private meetings that focused our energies toward something much larger than we are. At 1pm we started to lay out the marketing program that will revolutionize how things get done. Those of you that choose to be involved will not be disappointed. The first lady is definitely on fire. She has a brilliant mind so get ready! Stay tuned as this concept starts unrolling itself.

(photo by ocean.flynn @ Flickr CC)

Marketing and advertising seem to be words that are used in conjunction, and often mistakenly in place of one another. I would define advertising as the putting of message about a product or service out in front of those individuals that you think might have a desire to buy the product.
Advertising can be further defined as relatively non-personal in nature. Marketing could be considered a more personal, relationship building approach.
The role of advertising in today’s business is important, but is changing. With the addition of technology to the market place, especially on the internet, the rules that existed, I feel, are being re-written at every turn. The ability to get a message out to the public exists. What once took huge ad campaigns and budgets can be twittered and turn viral in an instant. The new mix includes both advertising and marketing simultaneously, with even more technology.
The options available for businesses today are almost impossible to fully comprehend. The internet, you tube, twitter, radio, print, television, search engines, and more. A target audience for a product, service, or idea can be defined and found in all of these areas. The pricing structure that existed to get a message out has grown, and gotten smaller, all at the same time depending on the media and the message used. Online technology such as twitter has the ability to get the message spread even more quickly and widespread than any large campaign.
With so many choices, companies and service providers have incredible option and opportunity. It is important to take the time to find out where to put the time needed to share messages, and continue to develop campaigns that take advantage of the media available.