Archives for brand strategy

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

Say Something New…To Your Inner Circle

August 30, 2011

How to Make Every Employee a Brand Ambassador

It’s a known fact that employees who UNDERSTAND the brand promise and BELIEVE in the brand work harder—and better.

Most importantly, when employees see themselves as brand ambassadors, they create BRAND DIFFERENTIATION for your customers—something hard for your competition to replicate.

(Think about it. Your competitors can match you in each of the 4 P’s of marketing: product, price, promotion and placement. It’s the PERSONALITY of your brand—its people—that truly separates you from the pack.)

This differentiation becomes part of your competitive edge, and your employees can provide that edge. But only if they understand your goals and philosophy and feel empowered to uphold them in their daily dealings with customers.

So how do you impart that understanding and sense of empowerment?

In Guy Kawasaki’s latest book, Enchantment, he says “the single best thing that a company could do to enchant its employees is to provide them with a MAP.” This allows your employees to “MASTER new skills while working AUTONOMOUSLY for a company with a higher PURPOSE than simply making a buck. The company should be making the world a better place in some way or another.”

Guy’s theory is that in a recession, cost-cutting efforts don’t have to impact how you enchant your employees. Paying them reasonably is only one part. You must use mastery, autonomy and purpose to enchant (MAP). Here’s how:

1. Teach them how to do their job better. Offer classes. Bring in specialists. Give them access to online info, blogs and/or training.

2. Help them set goals, then get out of the way. Remember, a sense of autonomy is key to building brand loyalty and ownership among employees.

3. Show them the bigger purpose your brand has in the world. For example, FedEx’s purpose is to give people peace of mind when they absolutely, positively have to get something delivered.

4. Trust them to make the right choices. Empower your employees to go the extra mile and do the right thing for a customer in need.  I omitted the reference to your transmission story, since non-subscribers reading this blog entry won’t have that context.

5. Don’t forget what it’s like to do their job. Empathy is powerful.

6. Celebrate achievements in a creative way. Think small and meaningful vs. big and expensive. Thank you notes go a looong way.

7. Remind employees that “you want them.” Verbally, in writing and in action.

8. Recognize employees in meaningful ways. Get business cards for everyone, even the warehouse guys. Give them an email address at the company. Make sure they have a workspace and that it’s inspiring in some way.

The bottom line: Enchant your employees and they will enchant others. They are your brand ambassadors.

Do you have other ideas for the list? What do you say to your inner circle? Leave a comment below. 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

10 Ways to Create a Sensation Around Your Brand
Part 10

January 20, 2011

CREATE FANS


A Strategy For Putting Ideas into Action
Deciding which tools and techniques make the most sense for your company, who’ll implement them, how and when to do it requires a strategy. Or as we like to call it, a play book.

[This can seem daunting if you’re a brand in a crowded market with multiple competitors, few meaningful points of difference and too few viable positions. If that’s the case, look for new product or service offerings that create marketable points of difference.

Are you currently a CATEGORY OF ONE brand? Build on a strength you already have, such as creativity and innovation, and instead of “selling tools to the construction industry” you’re the brand that’s “reinventing building.” This can then be translated into a tagline, marketing campaign and a guiding force in strategic business decisions.

Four Steps to a (Sensational) Brand Strategy

1 | DEFINE YOUR BRAND
Conduct a brand audit, an assessment of the current state of your brand. The primary goal is to learn, through surveys, personal interviews and website/blog conversations, how customers and prospects feel about your brand today.

Define your brand’s personality. Bold and brawny? Fun and friendly? Honest and hard-working? Smart and sensible? (If your first thought is bland and boring, or you’re just not satisfied with your current brandhood, decide which traits you’d like your brand to embody and work to make them a reality.)

Be the customer. Define your primary and secondary audience members and give each group a persona—Joe Customer, if you will. Literally create a page for each in your brand strategy document, complete with representative photo and profile of likes, dislikes, behaviors and patterns. You’ll be surprised how often you’ll mull an idea and wonder what would Joe think?

Create a positioning statement. Simply put, your brand does what for whom to support the why.

2 | CREATE A BRAND MAP
First, identify all points of contact with Joe Customer. Most B2B’s have at least 100 points of contact, many that have become dormant. Include the points you’re already taking advantage of (you advertise in an industry journal he subscribes to) and others you could be, per the profile you developed (he fans your competitors on Facebook, but you’ve yet to set up an account). Determine the best ways to connect, and develop a plan for integrating your brand.

As you move to Step 3, take a moment to review the first nine installments in our e-series via the links at right. They’re chock full of ideas and how-tos for making your brand the one to follow.

3 | SET GOALS AND OBJECTIVES
Sales goals are always a top priority, however, our concern here is brand awareness. The corresponding objective: To maximize the recognition of, and sustained interest in, your brand via communication touchpoints. (And ultimately, convert more prospects into repeat customers.)

Specific goals depend on the marketing tools you have in place and the results of Steps 1 and 2. Your goals might be to increase website traffic, page views or search rankings…grow your e-newsletter subscriber list (or its frequency)…boost your following in social media…or simply to put more product samples into hands at the next trade show.

4 | DEVELOP A STYLE GUIDE
The key to any brand strategy is consistency (visual and literal) and this is the bible for maintaining it across all platforms. Basic components include rules for logo size, color and placement, as well as guidelines for using taglines and other brand messaging.

Whether your style guide is five pages or 500, make sure it’s comprehensive, current and most important, consistently used.

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Some of you may still be wondering why a B2B brand in the building products industry needs a brand strategy. Isn’t selling quality products and offering great customer service enough to set you apart as the leader?

We get that question a lot, and the answer is NO. Your competitors are saying the exact same thing that you are.
So who stands out? Who’s garnering the loyal fans?

Even if you’re a big fish in a little pond, confident in your brandhood, it’s critically important to solidify your brand promise and work to grow your following.

How are you winning over your fans? I’d love to hear from you.

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

Allison DeFord, Trailblazer
allison@felteverywhere.com

Allison DeFord POSTED BY: Allison DeFord| 1 Comment