Updates from July, 2012

  • Don't Book That Trade Show Unless...

    Joe Hendershot 12:16 pm on July 9, 2012 | 0 Permalink | Log in to leave a Comment
    Tags: trade show strategy

    Traditional trade show planning is over. That is, if you truly want to be competitive in terms of positioning your brand as one that’s at or near the top of the list when it comes time for consideration.

    It used to be that you book the space, get your booth together, set it up, get your people there, have some literature, have some fun at night, gather the leads and go home. Maybe you did some pre-show promotion; maybe you had a decent follow-up strategy. But that no longer cuts it.

    Trade shows are extremely costly. It’s not just the space and the booth. The human resources costs are high. Shipping, handling, travel, hotel and entertainment expenses can be staggering.

    So, you need a full-blown strategy for that show. If your marketing manager does not present you with one, well, maybe that manager is stuck in the ’80s. You should plan your trade show just as you’d plan a major new ad campaign: a fresh strategy based on clear objectives, plus pre-show, at-show and post-show tactics that are very carefully planned and executed. Trade sows are a big deal, but they rarely get the attention they deserve.

    If your principle trade show rationale is, “We need to be at that show ’cause our competitors will be there and we’ll be conspicuous in our absence”, then you are cutting yourself short and you won’t deliver a truly memorable event.

    However, if you say, “We’re going to make this an event that every visitor will remember for years”, then you have a good start. But that’s just an objective; it’s not a strategy.

    Here’s what you need to make your trade show a success:

    • a clear USP (unique selling proposition) for the event; one that sets you apart
    • a story to tell, preferably a fresh new story, and a way to deliver that story
    • pre-show planning and communications that start 6 months before the event
    • a compelling reason for people to visit your booth
    • technology adoption and content creation for pre-show, at-show and post-show; you need to take advantage of today’s technology
    • an at-show and post-show strategy that will astound your visitors
    • relentless but respectful follow up that re-iterates the specific needs and desires stated at the show for each individual
    • clear objectives for the show in terms of what you expect in terms of ROI, and a way to measure that ROI

    If you don’t have the internal resources to achieve all of the above, consider outsourcing some or all of the above. The investment will be well worth it.

  • Google's Ad Revenue: How Big is It?

    Joe Hendershot 7:19 pm on January 6, 2012 | 0 Permalink | Log in to leave a Comment
    Tags: , , Google Ad Words,

    I heard a staggering statistic the other day during a radio segment on advertising.

    The revenue coming in to Google for their Ad Words and related offerings is 150% more than the ad revenue of all of the newspapers in the U.S. combined.

    We all know that ad revenue in daily papers has been declining for some time. But this statistic is really staggering. To think even just ten years ago that ad revenue in daily papers would be only a tiny fraction of an online advertising service was unthinkable.

    But it’s all about how people search to get information today (face it, it’s almost all online) and how they buy. It’s not that Google stole the ad revenue; it’s that people’s search habits have changed.

    When considering online advertising as compared to traditional methods, b-to-b and consumer advertisers alike benefit from almost instant testing and measurement of their ads.

    For example, with Google Ad Words you can test different creative and offers and landing pages and measure the results within hours and days of your ad placements. You can also measure ROI via Google’s conversion tracking. And all of this analytical support is free.

    I think that  every company that sells anything should at least test Google Ad Words. And it’s not just the broad reach that Google has; they’ve been very committed to providing advertisers with better and better tools and support. You can even talk live to a Google rep. Imagine that!

  • PPC Campaigns Most Effective in Lead Gen

    Joe Hendershot 5:25 pm on November 29, 2011 | 0 Permalink | Log in to leave a Comment

    According to a recent study conducted by Advertise.com, pay per click (PPC) advertising is the most effective method of lead generation, with cold calling the least effective.

    The online study showed that 35.9% of respondents cited PPC as most effective, with online display ads next at 17.9% and opt-in email campaigns at 11.3%.

    Of course, PPC campaigns need to be set up and managed properly. The direct response mantra, “test, test, test” must hold true for PPC management, with testing of the creative a key ingredient, followed by continual analysis of ad performance, keyword drivers, click-through rates and cost per click.

  • Outsourcing your marketing tasks may make sense

    Joe Hendershot 9:55 am on March 10, 2011 | 0 Permalink | Log in to leave a Comment

    If you’re buried in marketing minutia, it may make sense to outsource some of your b-t0-b marketing tasks. These may range from broad and strategic tasks (branding or competitive analysis) to those daily tasks that you just can’t manage to get done such as website or PPC analytics, maybe real-world SEO, or perhaps press-publicity or e-mail marketing. Learn more on this page specific to “outsourcing”.

  • Marketing Survival Plan, 2010-2011

    Joe Hendershot 9:04 am on October 19, 2010 | 0 Permalink | Log in to leave a Comment

    Your budget is slashed. You’re understaffed. Yet you need to keep your brand alive, pay attention to your existing customers, drive sales leads and maintain your market share. Help is here, in this marketing survival plan — a basic, bare-bones approach to surviving till things get better.

  • Rationalize, Simplify Your B-to-B BUDGETING Process

    Joe Hendershot 7:18 am on October 12, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: , , , , , business to business marketing budgets

    Struggling with establishing your business to business ad-marketing budget?

    When your boss or the company president says you can spend $xxx on marketing, chances are that figure is just a shot in the dark.  Use the “task” method — it’s the most RELEVANT way to budget.

    Here’s a link to a helpful article on b-to-b MARCOM BUDGETING … how to rationalize and simplify your advertising - marketing budgeting process.

    For more on b-to-b marketing STRATEGY, including objectives, tactics and budgeting, go here.

  • The new age of PR

    Brianna Deihl 5:52 pm on September 9, 2010 | 0 Permalink | Log in to leave a Comment

    The days when you could copy down masthead info from trade mag’s and blast off press releases, hoping for traction, are just about over. The new generation of PR involves blogs, bloggers, blog readers, twitter, tweets, facebook updates, fans and candid peer-to-peer conversations about your brand. This wild west of brand sentiment can be horrifying, but ignoring it doesn’t make it go away. If you don’t participate and respond to your chatty customers and prospects, you could loose control of the brand image you’ve worked so hard to build and maintain.

    There are a number of tools available to help reach bloggers and to nurture positive conversations about your products, and then to measure and gauge the sentiment the community has on you and yours.  It’s worth a call to your local b2b advertising expert.  651-905-1400

  • New B2B Inc. Website; Free B-to-B Marketing Downloads

    Joe Hendershot 7:59 pm on August 30, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: , free b2b marketing, free b2b marketing advice, new b-to-b website, new b2b website, new b2bmn.com website, new business to business website

    We’ve launched our re-vamped website: same basic design but, importantly, a big change in content and the way the site is structured.

    Content has been expanded by more than 500%.

    Site structure has been re-vamped to appeal to the search engines: three basic categories (b2b branding, b2b strategy, b2b online presence) with DEEP content below those main categories.  This is what’s recommended today in terms of structure.

    Plus, we’re offering free, extensive downloads with just a couple of clicks.

    Hope you enjoy the new content.

  • Looking ahead

    Brianna Deihl 3:26 pm on December 1, 2009 | 0 Permalink | Log in to leave a Comment

    For those still sitting on the sidelines of social media, do take heed in 2010. In a recent post from trendwatching.com consumers lust for instant gratification will continue to spill over into their product review posts. While consumers are increasingly talking to potential buyers about your products, how will you monitor and respond?

    If this unchecked interaction makes you nervous, contact us now! We would love to integrate social media into your marketing/business plan. Don’t leave social media up to the intern!

  • Social media is here to stay.

    Brianna Deihl 2:53 pm on December 1, 2009 | 0 Permalink | Log in to leave a Comment

    What’s the role of the CEO?  Of the CMO?  How does social media fit into the marketing plan?  Here’s a link to one of the best social media articles we’ve seen, with additional links to further reading — this is a must for CEOs!

    For more information on how B2B Inc. can utilize ’social media’ for your company, click here.

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