Why to Outsource Your Marketing in 2016?

Everyday you are pulled in a thousand different directions. It is impossible for you to build a successful business while you wear so many hats. Should you consider outsourcing your marketing in 2016 so you can focus on other aspects of your business? READ MORE to find out some benefits to letting the experts execute your marketing next year. 

Is growing your business’ marketing reach one of your 2016 business goals? It should be! Marketing is the driving factor that supports lead acquisition, sales and customer service to help you grow your business. Your initial gut feeling may be to execute your business’s marketing yourself. However, in this blog, you will find why it is cheaper AND smarter to outsource your marketing to a professional.

Similar to fellow Business Warrior Tammy Stifel’s blog “Have you ever had this great idea, ‘it is easier and cheaper to do the bookkeeping myself’?”, by spending your time to market your own business, you are wasting MORE time (and time is money) learning the marketing industry’s best practices and executing them yourself. As a business owner, your expertise is better spent managing your business and leading your team. Hand your marketing to an outsourced partner who can provide years of experience and an outside, strategic perspective.

Even if a company has its own marketing department, a relationship with a marketing agency frees up in-house personnel for certain responsibilities, so they can play into their own strengths. If an organization does not maintain its own marketing staff, outsourcing can provide a full-fledged marketing strategy, support and deliverables, while allowing the business to focus on its core competencies.

Here are more common reasons more businesses are choosing to outsource their marketing:

1. Media and discipline neutrality: As a business owner, you are bombarded with media reps trying to solicit sales for their advertising mediums. Because these reps exist to sell their services, they will not give you unbiased marketing advice. An outsourced team has a different objective: to identify and deploy the proper media mix based on a strategic analysis of your company’s goals, market position and budget.
2. Reduced overhead: Outsourcing marketing is on average cheaper than hiring another in-house employee. You can also avoid or reduce the cost of additional office space, computers, vendor relationships and access to credit that is sometimes required when marketing projects are handled in-house.
3. An outside perspective: This advantage is invaluable. Outside the company culture and office politics, an outsourced marketing agency can supply an objective viewpoint that is difficult for any company’s executives to consistently maintain.
4. Maintaining momentum: Every company experiences business fluctuations. When economic factors mandate staff reductions, or when key people leave to pursue other opportunities, crucial projects can become stalled for lack of time, attention and resource deployment. Through outsourcing, marketing initiatives will still be implemented, no matter what changes take place internally.
5. One invoice per month, instead of many: Need I say more?

Increase your marketing in 2016 without taking on more work through outsourcing. Before deciding on an outsourcing firm, check out this blog for guidelines on how to choose your marketing partner.

Do You Want To Make Front Page News?

Public relations is often a second thought in the grand scheme of your marketing plan, but when used strategically it can make a lasting impact on your business.

In the industry, public relations is defined as earned media. Unlike advertising, which you pay for, public relations doesn’t cost a penny! Instead, it gets its traction by hooking the media with a juicy story. Through the power of a solid media relations strategy, your business can make front page news!

A press release is the most common form of communication between a business and a media outlet. Journalists are very receptive to press releases, especially when a great story falls into their lap! In turn, your business gets priceless media coverage that acts similarly as a word-of-mouth endorsement from the news outlet!

The point of public relations is to build relationships with the media. That means getting in front of their face regularly over anything and everything that is newsworthy! Below are a couple subjects we suggest utilizing for press-worthy content (but of course, we believe anything can be newsworthy if you spin it the right way):

• Milestone year for your organization
• Promoting an upcoming event
• Commenting on a topic currently in the news
• Sharing how your organization celebrates a national observance
• Bragging about an award you won
• A special interest story regarding your organization

It’s not enough to have a compelling story. The way you pitch the story to the reporter is half the battle! Find a media contact that has covered a similar story or is the editor of the section that your story would be categorized in. Compose an email explaining why their readers or viewers would find your story interesting. Create a subject line that is eye catching and a bit ambiguous to entice them to open your email!

Lastly, follow up with your media contacts if you haven’t heard back from them. This is the way you take control over whether your story is published. Call your media contact asking if they have received your press release and if they have any information on your story. More often than not, your press release got lost in his or her inbox. By having a conversation with the media personnel, you have more time to pitch your idea to them and persuade them to run your story. Speaking with them will also build rapport with the press, which is vital for creating a relationship with them.

Make 2016 the year of the press release. Form a bond with local press by pitching them a story once a month. By forming a strong relationship with the media, they will see you as a thought leader in your industry and will reach out to you for more stories.

Don’t Delay: Time To Spend Your Co-Op Dollars NOW

Would you believe it if I told you that you are missing out on the chance to market your business for FREE? It’s true. Let me tell you what you could be missing out on!

Retailers, have you taken advantage of your co-op dollars for the year yet? Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising costs. Most manufacturers offer some sort of compensation and often all you have to do is ask! Co-Op marketing is mutually beneficial, bringing awareness to your company and the manufacturer’s specific products. In most cases, time is running out before the next fiscal co-op year. And, most co-op agreements state that the advertising has to be placed and completed before the end of the year! Don’t leave money on the table, so plan your spending today!

Co-op policies differ from manufacturer to manufacturer. Typically, they will underwrite for 30-50% of retailer advertising costs, though contributions from 75-100% aren’t uncommon. A manufacturer’s contribution to your advertising campaign can range from a large amount of money to promotional gimmicks and point-of-purchase displays.

Wondering how to get the most out of your co-op dollars? Check out these tips from Entrepreneur’s Small Business Encyclopedia:

• Keep careful records of how much you’ve purchased from each supplier.
• If you try something unusual, get prior approval from each vendor before proceeding.
• If you’re preparing your own ads, work with an advertising professional to prepare an ad you think will appeal to the manufacturer. Keep in mind the image the manufacturers present in its corporate ads.
• Make sure your company’s name stands out in the ad. Your goal is not so much to sell the supplier’s product but to get customers to your business.
• If a manufacturer has no established co-op program in place, pitch your ad campaign to the vendor anyway.
• Expect vendors to help out; after all, you’re bringing them business. If your vendor doesn’t offer co-op advertising money, you should look for another vendor who does.
• Be sure to follow up. Money goes only to those who submit claims.

At TRIO, we have executed numerous marketing campaigns for clients, that are refunded 100% by the manufacturer! Why not spend FREE money to market your business? Most of the time, it is a “use it or lose it” scenario, so happy spending!

Is Your SEO Just So-So? Here Are 3 Easy Ways To Boost Your Site’s Visibility.

Search Engine Optimization (SEO) is essential for making your business’s presence known to the 85% of Americans who are regular Internet users. Appearing on the first page of Google when someone types in your business or industry is more important than ever. People turn to the Internet as a resource for researching and contacting businesses over using a phone book or Yellow Pages. Google has created algorithms to determine what websites are relevant to the searcher and what websites are not.

SEO involves following industry best-practices that correspond with the criteria search engine robots look for in a credible site. I could write a novel covering all the tricks-of-the-trade that the Google bots enforces to score highly in its favor… but then I’d have to re-write it all again next month! Google’s algorithms are constantly changing to keep marketers on their toes prevent spammers from cheating the system. Google praises those who do their research and understand how to optimize their web pages to fit their quality guidelines, and punishes those who abuse it.

We have found that many of our clients use SEO in one of two ways: either as an afterthought or complete overkill. Both are major pitfalls in the practice. By forgoing SEO tactics, you are missing a valuable opportunity to increase your organic search engine ranking free of charge. By implementing SEO overkill, loading your text with keywords, hiding texts or links on your page, and using sneaky tactics to trick the Google bots, it actually negatively affects your search engine ranking.

Here are a few easy ways to creatively increase your SEO:

1. Infographics: Infographics are designed to be shared, and often go viral on visual mediums like blogs and social media. And though Google cannot read images, your target market will! By linking the infographic back to your website, you will increase the number of inbound links that count toward your website’s relevancy score. With a pretty design and interesting text, and boosting publicity of the image through social media and your own blog, your infographic will be SEO gold.

1. Have a Facebook and Twitter Presence: In the past, Google used to derive SEO benefits from having an active Google+ page. However, after many failed attempts to make Google+ more relevant to consumers and businesses, Google is putting more emphasis on social signals from Facebook and Twitter. Since the social medium platforms have such a strong credibility as websites, your business’s webpage linked to a business profile on these sites will boost your SEO.

1. Optimize Your Mobile Site: Regardless if someone is looking at your site on a desktop or mobile device, if your site does not have a mobile component to it, your SEO is hurting bad. Depending on what platform your site is built out of, adding a mobile site is as easy as flipping a switch. Check out this tool to see if your site is mobile-friendly.

Your SEO will not improve overnight. It is a lengthy process with worthwhile results. If you’re SEO is not where you’d like it to be, you’re in luck! TRIO has hired a Digital Marketing Specialist, Brady Grimm. Reach out to us with your digital marketing needs, we’ll help you find a solution.

Digital Marketing: Strategy Is Key

Navigating the world of digital marketing can be a tricky and expensive journey. Get the best bang for your Google Adwords buck by following these simple tips. 

Digital marketing is the new black. It’s a trendy and effective marketing tactic that isn’t going away! Have you added a digital strategy to your marketing mix?

This marketing method encompasses many aspects and mediums online. In this article, we are going to specifically focus on Google. Google processes over 40,000 search queries every second (and yes, I just contributed to the statistic by Googling that statistic). For businesses, search engines are a gold mine in reaching potential and current customers seeking out your specific product and service. Digital marketing make it easier to connect an already-interested target market directly to your website!

Digital marketing is pricy, and if you aren’t smart about your strategy it is easy to throw money down the drain. You will not see the rate of return you are looking for on Google if you are targeting your ad towards the wrong people (or are blindly running ads with no strategy at all). Relevancy is the most important quality to your campaign. To reach qualified leads, understand your customers and tailor your strategy to reach them!

Here are four tips to a successful digital marketing strategy:

1. Think like your customers
   While strategizing your digital marketing campaign, you need to take off your cap of industry knowledge. One major pitfall of digital marketing is the industry jargon one chooses as a keyword that the average consumer does not use. For example, one of our clients is an appliance repair company. Instead of using the term “appliance repair,” we targeted consumers by using search terms like “broken fridge” and “oven repair Des Moines.” We recommend to even include common misspellings of your products and services!
2. What’s your end goal?
   Your digital marketing strategy should support your business goals, similar to your other marketing tactics. Cater your online advertising to instill awareness of your organization, educate your consumers, and evoke action from those who see the ad. Remember that digital marketing’s main goal is to direct traffic to a specific page on your website. From there, it is up to your website to retain their attention.
3. Beware the tunnel vision
   Some consumers naturally ignore the ads that appear on a digital search, and veer directly to the organic search. By now, we all know where the ads end and the regular content starts. While paid digital marketing is important, following SEO practices are essential for to being found on the Internet.When creating Google Ads, use phrases that will entice consumers who usually skim past the ads to stop and click. Offering deals or discounts in the copy of your ad is a great way to capture an audience who is searching for your particular product or service.

4. Make things as easy as possible for your customers
   Google Adwords offers many plugins to make accessing your site convenient. For example, you can add a “call button” to your ad for mobile users to contact your business at the click of a button. You can list links to different pages depending on your searcher’s final destination. You can even show Yelp reviews on your ad, giving your customers all the more reason to go with your product or service as opposed to your competitors.

When it comes to digital marketing, create your strategy through a consumer’s mind. How do they shop online? What do they search for to find your product or service? How can we make our Google Ad the most convenient for our customer? Ask yourself these questions keeping the four tips covered above in mind, and you will create a successful digital marketing campaign.

Gear Up Your Marketing For Summer

Summer is finally here! We’re gearing up for longer days and warmer weather. Unfortunately, in the world of marketing, summer is not the time to take a vacation. Instead, it is vital to revamp your marketing efforts to reach consumers differently this time of year.

Why do we need to change our marketing for summer? Because consumers change their behavior during these months. The average consumer spends more time outdoors, takes vacations and spends more time with their families. We have a huge opportunity to reach our consumer in places we do not have any other season!

Here’s a glimpse of how to shift your marketing into summer mode:

Research what festivals will be in your town 
Summer is festival season. Whether your town has an annual concert, carnival, or any other sort of celebration, there will be marketing opportunities. Find the event that best suits your target audience. You’ll have the opportunity to market to them directly at the festival through a booth or sponsorship position.Gain contacts through the exchange of collateral swag. During a hot outdoor festival, handing out paper fans with your logo on it is both inexpensive and a way to get your name out during the event. Be sure to follow up with the contacts you make at these events, thanking them for stopping by your booth and adding them to your database of leads to market to all year long.

Plan your own event
If your town does not have an event that targets your specific market, why not start one? Team up with similar businesses in your industry to organize an event and invite your contacts and the public to it. Making an event family-friendly is perfect for the summer months when kids are out of school and parents are looking for events to fill their calendars.Host the event at your facility or find a space in the community that would draw a large amount of people. Having entertainment, such as live music, food vendors and contests will sweeten the pot against other summer events that are fighting to gain patronage of your target market.

Send out press releases relevant to summer topics
What is most relevant to your industry in the summer? Are there specific safety hazards that are emphasized when the weather gets warm? Do you have any products that can be used outside more or useful while traveling? These are just a few topics to think about when creating summer press releases. The more relevant the release is to summer, the higher chances it will be picked up by the media and possibly published in the magazines you read by the pool!

Consider outdoor advertising
In the midst of traveling and spending time outdoors, it is easy for your traditional marketing efforts to be ignored. Tailor your marketing to popular outdoor places in your community.Get creative! There’s more to outdoor marketing than billboards and bus benches. It could be as simple as driving your company’s van around the park, decorating the display window on your store front in a summery way, or finding some other creative way to catch the eye of consumers.

Create direct mail pieces that will stick out from the rest of the summer junk mail
As a consumer, you may notice the influx of mail that makes its way to your mailbox this time of year. We tend to sift through it quickly, looking for personalized event invitations for graduation parties, family gatherings and neighborhood bbqs. Does your marketing stand a chance? The secret is to make your advertising look personal. Mimic the weight and style of traditional summer invitations to gain more traction with a direct mail campaign. We have a client that sent a direct mail piece out for an open house that resembled the same look and feel as a high school graduation invite!

By putting in the extra effort to summer-ize your marketing, you will be able to reach customers where those who stick to the traditional every-day tactics fall short. Don’t let this list limit you! Thinking outside-the-box is a great way to attract the summer crowd.

7 Ways To Create The Perfect E-Newsletter Subject Line – Part 2

Welcome back! If you recall in last months blog we touched on several ways create the perfect email subject line…all while engaging your audience to want to open your email! We weren’t quite finished last month…so here’s 4 more tips for ‘ya!

1. Add a listPeople love lists. This blog is a continuation of a list – point proven! They’re easy to read and can be skimmed while still receiving the main take-away. By using a list in your subject line, it tells subscribers that your content is well organized and easily digestible.Example from my inbox from Greatist: “9 Amazing Bacon Recipes”Who doesn’t love bacon? By looking at this email subject, subscribers know exactly what they’re going to get – 9 bacon recipes formatted in a clear and organized fashion. Knowing this will be a quick read with interesting content will further prompt recipients to open it.
2. Make an announcementIf you have something new and exciting to share about your business or organization, share it in an e-newsletter and convey your enthusiasm through the subject line. Make your subscribers feel as though they are gaining exclusive first knowledge of what is happening, so they will want to open your e-newsletters to be in-the-know.Example from my inbox from Caribou Coffee: “It’s here! It’s here!”What’s here? It’s impossible NOT to ask that question after seeing this subject line. It’s that time of year again for spring beverages – knowledge that is first shared exclusively to newsletter subscribers.
3. Be uniqueStray away from what’s common and boring. Know your audience well enough to guess what other organizations, companies and brands they follow. Take a look at how your industry-mates craft their email subject lines, and don’t do that!Example from my inbox from Ann Taylor: “Emily, The Time Is NOW…”Ann Taylor got personal, addressing every subscriber by their first name. Think outside the box, finding small ways to connect with your consumers that will set you apart!
4. Say something unexpectedCreating shock factor is a useful way to get your email noticed. By adding humor, a little-known fact about your industry, or a startling statistic, you will catch your subscriber off guard while they are scrolling through their inbox.Example from my inbox from Urban Outfitters: “Meet us for brunch?”You wouldn’t expect that a clothing company would want to grab a meal with you. Of course, the email was actually selling outfits to wear to a brunch-like setting, but the randomness of the title is enough to make a subscriber open the email to see what it’s all about.

With these tips in mind, you will be able to stand out amongst the hundreds of other e-newsletters the average consumer follows. For more questions on subject line etiquette or e-newsletter help, contact TRIO!

7 Ways To Create The Perfect E-Newsletter Subject Line – Part 1

The inbox, where good e-newsletters go to die! You may have designed the perfect template, filled with perfect content. But if you do not have the perfect subject line, all the hard work and time you spent on your e-newsletter would have been for nothing. 

Here are 7 key points to consider while creating your subject line. I took some time to sift through my own personal inbox to pull real life examples of great headers used by businesses today.

Whether your a B2B or B2C business, these tips are proven to improve your open rate:

1. Keep it short and sweet An email subject line is only 40 characters, or five to eight words long. Anything longer than that will get cut off on mobile devices. Cut your header down as short as it can be. You’d be surprised how powerful you can be in a few words.Example from my inbox from Kate Spade: “wheels up…”This email features luggage for sale, yet it doesn’t overtly specify that. The few words instill intrigue in the subscriber, while still hinting at the content inside.
2.  Ask a question Questions are great attention-getters. Whether the question is answered in the e-blast or is something hypothetical, it inspires subscribers to open your newsletter learn what your organization has to say. Questions not only peak curiosity, but they feel incomplete on their own. They prompt subscribers to question what they know on the subject, usually resulting in them clicking to hear your expertise.Example from my inbox from Sephora Beauty Insider: “Confused by contouring? Start here”Sephora knows its audience is interested in learning new makeup application techniques, and exerts itself as an expert in beauty trends while selling products. It uses a question about the subscriber’s knowledge of a particular trend to get them to open their e-newsletter to learn more.
3.  Include a deadline If you are running a promotion for an event or special offer, use the now-or-never technique to be sure the email is not ignored. With emails, we often have the mindset that if it’s not important, we’ll get to it later… which usually never happens. Make it important by setting a short time frame for an individual to act upon an action.Example from my inbox from Nine West: “Get Clicking, the clock is ticking. 40% off ends tonight”The rhyme may be catchy, but what really drives consumers to open this email is the phrase “40% off ends tonight.” That is a sweet discount with an expiration date. There’s no time to put that email off!

And, on that note, my time is up (for this blog anyway). Tune in next month to explore the remaining 4 ways to engage with email subject lines!

Google Reviews – How To Get Them and How Many Is Too Many?

The most public online forum, and the most important elements of your online reputation is Google+. We all know how important customer reviews are (the good and the bad) and we know that your business needs them. But how do we get them? What if you have them, but may have too many reviews…is there such a thing? Click here to find out how to boost your Google+ review plan. 

Google has been the go-to search engine for many years. Now, it has become a top resource for individuals who do their research before buying a product or service. Through Google’s social media component, Google+, consumers can rate and review businesses that will appear on the search engine. Though this platform is consumer-driven, business owners should not feel helpless over what is posted. Instead, direct your consumers to Google as a public display of customer satisfaction.

How to get Google Reviews?

1. Ask! – There is no shame in directing your customers to a public outlet to share their experience with your company. Similar to hosting a customer satisfaction survey, Google Reviews act as a medium for your customers to give honest feedback. By conducting your customer reviews on a public forum, you are sharing complete transparency, and taking the “bull by its horns” with the uncensored experiences that many business owners dread. If this notion scares you, it may be time to revisit your customer service. Place a Google+ Reviews button on your website so customers can easily find your Google Page!
2. Incentivize! – We live in a day of age where we are rarely go out of our way unless there is something in it for us. This is where incentives come in to play! Like a traditional customer service survey, consumers are often prompted to call a number or visit a website with the chance to win a grand prize. This age-old tactic works with Google Reviews as well. We have a client who offers $5 to anyone who writes a review – good or bad. Other companies have monthly drawings for a larger dollar amount, offer a gift card to their store, or give reviewers a chance to win a trip! Google Reviews are too often anonymous, leaving customer service representatives with few options to follow up with their customer. Incentives will drive them to put their contact info on the review, something invaluable when it comes to solving customer service concerns.
3. Respond! – People are more apt to write Google Reviews on companies that manage their online reputation, because they know their voice is being heard. Yes, even respond to the nastiest, ugliest, hairiest post that a reviewer has shared on Google+. People are voicing their experience on the Internet because they want to be noticed by both your company and the public. When addressing a negative review, be sure to thank the reviewer for sharing their input and let them know that you are proactively working to correct the problem. Depending on the situation, it may also help to offer them a refund on their current purchase or a coupon on a future visit. In many cases, after the issue is addressed, the reviewer would then respond on their negative post or write a new positive one praising the company for its customer service.

How NOT to get Google Reviews?

1. Write Them Yourself! – Both Google and your consumers can sniff out “fake glowing testimonies.” Google sees IP addresses. If someone from your place of business writes a review about your company, it will not be shown on the search engine. Google can also see when multiple accounts from the same IP address post. This is a technique that many online reputation management companies use. Consumers also can tell when reviews are fabricated. You know when you see a review that is too good. Indicators include the use of flowery language, calling people by their first and last name, or looks like someone took more than 15 minutes to write. These reviews are detrimental to your company. One phony good review devalues every organic good review your company has gained.
2. Share Reviews From Other Sources! - If you are new to Google Reviews, you may be tempted to share the stockpile of paper or digital feedback you have received from your customers over the years. Similar to writing them yourselves, if you post multiple Google Review for the same company from the same IP address (especially the IP address that is linked to your company) they will not be approved, and will lower your search engine optimization with Google.

How many is too many?

There is no such thing as “too many” Google Reviews, as long as they are received in a genuine way. As a business owner, you may think that steering people to rate your business online and having an influx of reviews will get you flagged by Big Brother Google or appear like they were obtained in an unethical way. This is not the case.

Like stated above, Google knows how your reviews were received. They track who your reviewer is, what they searched to get to your Google page, and what they wrote (it’s not creepy at all). Therefore, they know who is a genuine reviewer. Don’t be afraid to rack up as many reviews as you can! You have worked hard and deserve them. Your potential consumer who does their research will appreciate the honest feedback that your brand has to offer, and enjoy knowing exactly what they’ll get with the product or service as well as customer service.

Go forth and accrue Google Reviews without fear!

Trade Show To-Dos… Before, During & After

Trade shows are exciting on multiple levels! First, they are usually located in a fun location (we’re jealous of our clients attending upcoming events in Las Vegas and New Orleans!) Second, they provide a great opportunity to network with individuals in your industry and reach your target audience directly. Need advice on how to improve your ROI on trade shows? We have compiled a list of marketing techniques to put into practice before, during and after the show. READ MORE!

Pre-show:

• Share to the world that you are attending this event. Post the news on your website and social media accounts. Pitch a press release to the media, announcing your involvement and what attendees should expect to find at your booth. Share information about the event out in an e-newsletter sent to all your contacts. Get the word out about your booth and evoke excitement around it!
• Advertise show-exclusive specials to entice your audience to stop by your booth. Such promotions can help you meet your trade show goals – whatever they may be! Through a trade-show exclusive promotion, you can establish qualified leads, generate sales revenue and facilitate awareness. It will incentivize attendees to take action on your product – to learn more about it and ultimately purchase your product! For example, Iowa-based SMK Sprayers decided their goal was to target distributors at the upcoming Las Vegas trade show, World Of Concrete. In order to sell more to distributors they already have as well as to gain new distributors, they are offering a 15% discount to those who purchase directly at their trade show booth.
• Be certain to plan well-ahead and order promotional products to hand out at the show! For more info about how to get a great ROI on those profitable little trinkets, contact MaryAnne at Primary Source!

Showtime:

• Craft your message and make it count. More often than not, a percentage of your trade show audience will have never heard of your brand or product. Trade shows provide a creative way to differentiate your company from competitors (which may also be participating in that particular trade show). What makes you different? Capitalize on your unique selling point in a visual way – by letting attendees experience your products and services first hand. Bring your message to life by creating a bright and interactive booth. Give your audience a reason to stop at your booth, whether it is to play a game that has to do with your product or the chance to win a TV!
• Focus on building relationships. As much as you may like your shiny display to speak for itself, the average attendee will not remember every aspect of your booth after the show. The number one thing attendees will remember about your company’s exhibit is not the exhibit itself, rather the staff. By manning your booth with dynamic staff members who encompass your company’s culture and connect with you target audience is key. The glitz and excitement of a trade show often wears off for attendees within a week. Listen to those you talk to, ask them questions about their life and business to find common interests, not just to make a sale. Trade shows are a great opportunity to learn more about your target audience, and find more ways to connect with them.

Post-show:

• Share content generated during the trade show. Share videos, pictures, testimonials and exciting news that happened at the trade show on your website and social media right after the event. Treat your website and social media accounts as a medium to encompass the trade show experience to viewers who could not attend. What should you include? Share pictures of attendees testing out your product, followed by a 30 second video clip of your salespeople having a conversation with the individual about how they liked the product and how they foresaw themselves using it. Announce the winner of a prize that was raffled off at the event. Try to capture the same excitement felt at the show!
• Follow up with the leads you’ve gained with additional content. Attendees have given you their contact information (whether they wanted more information on your product or just wanted to win the prize)… use it! Follow up by thanking them for taking time out of the busy event to stop by your booth. Send them surveys asking them what they thought of your booth to learn what to improve upon – offer a discount to those who take time to fill out the survey. Add them to your database of contacts to send e-newsletters to, and personally follow up with individuals that expressed questions about your products at the show.

With these tips, you will not only be able to generate awareness at the trade show, but create hype beforehand about the event, foster sales during the show, and cultivate relationships with your target audience that will last long after the show is done. Be sure to keep track of the events success, to make adjustments for next year.

Build Your Brand Through Storytelling

Storytelling is a powerful way to connect customers to your brand. From a consumer’s perspective, the story behind your brand differentiates your product or company from a similar one. Read MORE to find out how a simple story can capture the hearts of your customers and your competition!

Within our society filled with advertisement overload and persuasive sales people, the greatest way to capture your audience’s attention is to sell them on the core ideals and values of your brand in a unique way. Chances are, consumers have come upon your business because they sense a better value in your product or service compared to your competitors. By promoting those differences, your company’s story and rationale will come to mind when consumers are shopping for your product.

So, what’s your story? In the e-book “The Beginners Guide to Online Marketing,” authors Neil Patel and Ritika Puri define brand storytelling as:

• The reason why your company came to be
• What motivates your team to wake up and come to work everyday
• How your product came to be
• What types of customers find value in working with your brand and why
• A transparent view into the people behind the company
• A relationship-building tool
• More subtle than you realize
• A concept that underscores your entire web presence
• Something that your entire team, at organizational levels, embraces
• A look into who you are as a company
• Direct

Spin your story to focus on the value consumers get when engaging with your product or service, while invoking an emotional appeal. One great example of brand storytelling is Apple – a company whose unique personality always comes to mind when consumers think of their brand.

Apple values innovation and “bringing the best personal computing experience to students, educators, creative professionals and consumers around the world.” Apple is known for having keynote speeches by its CEO to introduce their new products before they are advertised. In these speeches, millions tune in to connect with the brand and hear about new products and recent updates– catered to how the consumer will use its products. Apple then takes the same clear, concise, informative approach across platforms through its website, advertisements, and even in the way the products are presented at Apple stores.

Another exceptional storytelling brand that hits closer to home is Midwest Mattress. Through radio ads, the mattress company shares its value to its customers from the voice of its spokesperson, Tom Hansen.

Listening to the “Made in Iowa” ad, Hansen gave a factorial anecdote about great things that are “Made in Iowa” including corn, athletes, movie stars and, of course, mattresses, to catch the listener’s attention. Conversationally, he throws in “more than 90 percent of all mattresses sold at Midwest Mattress are made in Iowa.” Honoring the hard working Iowans that make most of the inventory available at Midwest mattress, Hansen goes on to include a few Iowa cliches as well! By candidly sharing Midwest Mattress’ points of difference through a figurehead who conveys himself as human and conversational, the mattress store sets itself apart from the average ads of its competition.

We have all heard the phrases “It isn’t about what you say, but how you say it,” and “Facts tell, stories sell.” By crafting a message rooted in the reality of your brand, product and industry, good stories can give big voices to small ventures. By promoting your company’s values internally and externally, your consumers will also live and breathe your mission when engaging and sharing your products. That kind of marketing is invaluable for your business!