Archives for audience demographics

Say Something New Inside a Fortune Cookie

October 27, 2011

5 Ways to Become a Star at Your Next Trade Show

So what do fortune cookies have to do with trade shows for building products? Nothing, really. But as a totally unexpected medium for your brand message—part of your overall show strategy—they’re a fun and inexpensive way to pull prospects into your booth and start a conversation.

But this post isn’t about fortune cookies. It’s about making the most of your 2012 trade show investment.

I know you’ve probably had some pretty successful shows in the past. You’re not new to this. But how are you measuring just how successful the shows have been? Are you taking advantage of all the leads you’re acquiring? Are they qualified leads? What’s your ROI (Return on Influence)? If you aren’t sure, you’re not alone.

After more than 20 years of working with clients in the building products industry, I’ve seen a disconnect that often stems from treating trade shows as individual events rather than integrating them into the overall brand-communications strategy.

Now, with the economic pitfalls that have paralyzed this industry, I know trade show exhibition has been put on the back burner for many of you. It still stands to reason, though, that the sheer power of trade shows to cost-effectively connect with hundreds—even thousands—of customers and prospects makes them an important way to showcase your brand.

Taking the time to strategize before embarking on your 2012 trade show program—and, in particular, pre- and post-show communication—is the most effective approach. Here are 5 ways you can effectively maintain brand consistency and reach brand stardom at your next trade show:

1. Stakeholders and Strategy
Kind of sounds like a Milton Bradley® game, doesn’t it? Get together with all key stakeholders and your creative team well in advance of the show to discuss overall strategy. Your creative team can help you formulate the best way to let your brand shine. Discuss the core messages you want to convey and how you can bring them to life.

These planning meetings should yield a succinct strategy for connecting with attendees before, during and after the show. The strategy will address how you will achieve your goals, influence exhibit design, and act as a script for your next blockbuster show.

2. Booths in the Zone
In a recent Marketing Profs article Stephanie Janard interviewed industry expert Les LaMotte, founder and CEO of Xtra Lite Displays (www.xtralite.com). According to Les, the key to maximizing booth traffic is to make sure the booth commands attention at several distances, starting with about 30 feet away. Your booth needs something eye-grabbing that attendees can spot from that distance. “Side wing” displays that catch attention from several aisles are also a good option.

The Big 3
1 The Memory Zone—about 15 feet away.

2 The Sensory Zone—close enough to interact with booth materials and demos.

3 The Data Zone—as much a state of mind as a particular proximity, the Data Zone is where booth visitors are looking for evidence that your product or service will solve their problems.

3. Loud and Clear
Competition at trade shows is fierce, and many companies think creating an exhibit with a “wow” factor is the ticket to generating traffic. Although you certainly want your exhibit to be visually effective, it’s critical to make sure the brand doesn’t get diluted in the process.

Instead, focus on creating clear, concise messages that support your brand attributes and resonate with the target audience. Start with words on paper. Seriously. You should be able to express your core message in one sentence. Once that’s established, building on it visually becomes easier and ultimately more effective.

4. Social Bee
Engaging socially with attendees prior to and during the show can have an extremely positive impact on attendance and participation. It isn’t, however, something you should use as a one-off campaign communication. It should be part of your overall marketing efforts. Social media isn’t a solution. It’s a tool. A way to become more intimate with your audience.

You can use social media tools to create curiosity and anticipation prior to a show. It’s a vehicle for being human. Let’s face it—your company isn’t about a tool or a widget. It’s ultimately about people who make something for people. I recommend having a point person to be your social voice. Make someone responsible for monitoring the conversation. This person can also blog about the sensational things that are happening during the show and stay connected with attendees long after the show is over.

5. After Glow
Everybody’s all excited and gung-ho during the show—preparation, dinners, drinks, enthusiastic conversations. But what happens after the show? Here’s where the ball gets dropped—little or no follow-through with the new “show” friends you’ve made. Capitalize on everything you’ve worked so hard for. Follow up with a thank-you letter. Ask them to stay in touch by subscribing to your e-newsletter. Socialize with them via Twitter and Facebook.

Measuring your effectiveness is also paramount. Utilizing a toll-free “trade show” number is a great way to track response. You can also capture important information via an online survey. Find out what resonated with them most. Coded response cards are another way to glean information and connect post-show.

Need help mapping out your trade show strategy?
Download our free Guide to Trade Show Stardom for Building Products Professionals.

What’s your trade show track record? Any big hits or misses? I’d love to hear from you. Here’s to creating a sensation and saying something new!

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

Stop Following.
Start Leading.

March 20, 2011

Say Something New
About Your Brand

 

For years, standing out in the building products industry meant having quality products, convincing sales people and good customer service. Location was helpful, and a snazzy catalog could put you over the top.

But today, virtually every brand has those things and MORE. Without a clear differentiator, all you’re left with to motivate buyers is price. Yikes!

So how do you break out of the pack? How do you engage customers and create fans? Positioning. Understanding who you are as a brand and how you’re making customers’ lives better—then communicating that uniqueness in a way that resonates with your audience. Here’s how:

1. Really Get to Know Your Customers

Once and for all, define your audience by more than just basic demographics. You know … “buyers, primarily male, 30-55, college grads, located in the southwestern U.S.” Get more specific.

• What are their pasttimes?
• What groups do they belong to?
• How do they like to communicate?
• What’s their favorite blog or eNews?
• What do they fear or dread?
• What do they love/hate most about their job?

These little details can make a big difference in HOW and WHEN you share information and in how they respond. Get inside your customers’ heads to build a better thru-way to their hearts.

2. Uncover Your Brand’s Story

For HP® it was the legendary garage. For Nike® it was Phil Knight and a waffle iron. For FELT®, it was a girl, a Mac and a dream to help companies communicate more effectively. What’s your story? Revisit your brand’s DNA and take advantage of the rich threads of your fiber. Chances are, those are a big part of what made you great.

One of my favorite stories is that of Craig Sommerfeld, the founder of Kreg® Tool Company. By developing a specialized jig, Sommerfeld reinvented the way woodworkers and contractors join wood—and positioned Kreg as the leader in Pocket Hole Technology.

Kreg® doesn’t just have customers, they have a loyal following. Fans. They “Get you started. Keep it simple. And help you grow.” Their success starts with their story, but doesn’t stop after the sale. Kreg® is saying something different. Uncover your brand’s story and SHARE IT.

3. Connect the Dots

Think about your brand’s story—its uniqueness—in the context of your customers’ wants and needs. Find that all-important connection and you go from generalist to specialist, lickety split. You have the basis for a new marketing message, a positioning statement that can serve as a guide for all your marketing efforts; maybe even a whole new category.

What’s the best vehicle for communicating your positioning? Your tagline, website, catalog and ad campaigns are logical places to start. But let your message be your guide: Is it more motivating to see a tool or watch a tool in action on video? And don’t forget your audience research. If your buyers are congregating in online user forums or flocking to demos on the trade show floor, look for opportunities to be heard. Sponsorships, community involvement and outreach are just a few. Then say something new.
………………………………………………

Apple®. Dell®. Target®. Titleist®. Volkswagen®. Great brands that are truly interested in leading their customers are doing so by positioning themselves as specialists, then conveying that expertise through genuine, intelligent and engaging conversations. They talk with their audience, not at them. And they’re chosen based on benefit, NOT on price.

Are you leading or following?

Here’s to saying something new ABOUT YOUR BRAND.

Allison DeFord, Trailblazer
allison@felteverywhere.com

Allison DeFord POSTED BY: Allison DeFord| 1 Comment

10 Ways to Create a Sensation Around Your Brand: Part 8

November 18, 2010

CREATE PASSION –
Be The Brand Customers Love

Several years ago, a friend relayed the story of her experience with BMW—one that springs to mind when I think about brand passion.

After test-driving several makes, she and her husband settled on a Z3 roadster and ordered the exact model, color and features on their wish list. When they arrived a few weeks later to pick up the car, they didn’t see it on the lot.

Instead, the silver convertible was sitting under spotlights inside the showroom, facing the entrance, perfectly polished and ready to go. Their salesperson met them at the door, and two others stopped what they were doing and came over to congratulate the new owners.

When the final paperwork revealed a slight discrepancy, the salesman apologized for the error and offered merchandise from the logo shop to make amends. Golf shirts and hats in hand, my friends drove away feeling like royalty. And they’ve been singing BMW’s praises ever since.

Here’s the kicker: Most of the little touches that added up to an exceptional brand experience cost BMW nothing more than time and effort.

And neither do these passion-building ideas for your business:

Engage your employees.

If your employees are excited about your company and its products or services—your brand—the customers they interact with will be, too. One of the best ways to generate enthusiasm among employees is to simply include them: listen to their ideas, share information about the company’s goals and results, thank them personally for doing great work.

This really hit home as we conducted a brand assessment recently for a well-known industry distributor. Every employee we interviewed had such positive feelings about working for this company. And the president does amazing things to show his appreciation, like occasionally handing out a crisp 50 to each employee out in the yard with a simple, “Have a great weekend.”

Profile the customers who already love you.

Identify customers who are evangelizing your brand (social media platforms are a great place to look), and find out what, specifically, they love about it. You could survey them, monitor their comments online, or even invite them to a quarterly lunch or “power summit” to find out exactly how you can serve them better.

When Felt profiles key customer segments for our clients, we take it a step further by naming and putting a “face” on them. (i.e.: “Jeff,” a product specialist/buyer for a 50-year-old door and window company. Responsible for purchasing $15 million in product annually. Bonused at year-end for smart buying and company-wide sales. Typically married, with kids. Enjoys golf. And so on.)

This kind of profiling allows companies to visualize and better understand different customer types—and the gestures they’ll appreciate most.

Heed their advice.

Ask your evangelists what’s working, what’s not, what could make their lives easier. Then share your findings with employees throughout your company, and challenge them to look for ways to do more of the good stuff. Big stuff, like the Genius Bar in every Apple store, or the Gold rewards card for Starbucks customers. And little stuff, like parking the car in the showroom.

Then reward them with exclusives.

Give your evangelists free samples, and encourage them to voice their opinion in blogs and user forums. Or invite your evangelists in to demo new products, and serve lunch. People love to eat, and they’ll love getting first crack at trying the newest thing. They’ll feel important, involved and empowered to speak on your brand’s behalf.

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Apply what you learn from existing evangelists—to your marketing practices, your order and fulfillment operations, your customer service processes—and you’ll create even more passion around your brand. And more evangelists to spread it.

Here’s to creating a sensation! Let’s get started.

Allison DeFord, Trailblazer
allison@felteverywhere.com

Allison DeFord POSTED BY: Allison DeFord| 2 Comments