A Simple Guide to Making Connections at Conventions

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Conventions are an excellent marketing and networking tool for many small to medium-sized businesses. When managed properly, conventions provide a great opportunity to attract customers, learn more about potential partners or vendors, and build a database of potential leads for the future. The largest conventions may put thousands of prospects within arms’ reach of you, while smaller events offer the opportunity to mix and mingle with peers on a more intimate level. If you’re considering attending a convention, you need to start planning today. Learn how to choose the right event, what you need to keep in mind when networking, the importance of your booth, and what you should aim to offer those who stop by. Once you have these details under control, you’ll be ready to make a lasting impression at your big event!
The Big Decision There are a huge number of conventions and conferences each year — most likely, more than one applicable to your industry or line of business. Choosing the right convention to attend is a big decision. Spend some time looking over the available information. How many other businesses similar to your own do you think will be attending? In some cases, you may do better attending a smaller convention or one that doesn’t specifically target those in your industry. You want a convention that will give you the chance to network with those who may utilize your product or service, as well as those who offer products you can use. However, if you can get your foot in the door of a convention where you won’t have many direct competitors, you may be able to obtain leads that are more valuable.
Networking While at the convention, put less emphasis on making sales and closing deals and more on making connections, building leads, and networking. Decide ahead of time which events you will attend and which you’ll forego in order to operate your booth in person. If there are any social events, use them to reach out and speak to those you consider potential partners for the future.
Booth Matters Your booth in the dealer or vendor area is an important marketing tool. Clearly, you want to keep it neat, orderly, and attractive to those who pass by. Additionally, you may want to offer something unique or special to encourage people to make the effort to come see you. Outside of attracting potential visitors, you want to make the booth experience “work.” Make sure you’re staffed with knowledgeable personnel and that you have samples, demonstrations, and (possibly) videos available, so you can showcase the key benefits your products and services provide.
The Takeaway Whether you network with a potential client at a social event or an interested party stops by your booth, you want to provide a way for people to get in touch with you after the event. Start by making sure your business card stands out from the dozens of other cards attendees will pick up at the show. Have some brochures or handouts available, too. These will allow you to share more detailed information. Collect key contact information from booth visitors, too, including email addresses, phone numbers, and social media profiles. Then, when the event is over, immediately make contact yourself. The goal is to build relationships that will be mutually beneficial now and in the future. As you can see, there’s more to think about when attending a convention as a professional than just putting on your name badge and showing up. Spend time planning for the big day (or weekend), and maximize the return on your investment of time and effort.

Life and Business Lessons from Mr. Feeny

Advice From Mr. Feeny: How The Boy Meets World Mentor Can Help Transform Your Business

One of most beloved sitcoms of the 1990s, Boy Meets World was a coming-of-age show about suburban kids, Cory; his best friend, Shawn; his girlfriend and future wife, Topanga; and his brother, Eric. Throughout the show, the characters faced difficulties, important life decisions, and sometimes struggled to make sense of the world around them.

Like all teenagers and young adults, they looked for people they could confide in, who would help them make the right decision and correct their path when they didn’t make the best choices. The characters found this in Mr. Feeny, a school teacher who also happened to be Cory’s neighbor. In becoming their mentor, Mr. Feeny also had a profound effect on many people who tuned into the show each week.

Although most of the people who once spent their evenings engrossed in episodes and reruns of Boy Meets World are now seasoned adults, experienced in the business world, the life lessons Mr. Feeny taught an entire generation are far from forgotten. Here are just a few quotes from the popular teacher that sum up his wisdom.

“Sometimes a sure thing is not the best thing.”

In business, it can be very tempting to take the easy road: to keep running the exact same marketing campaigns and contacting the same people, knowing you’ll get at least a certain amount of response. This is taking the easy way out. To be successful, however, you must be willing to step out of your comfort zone and try something new. Keep what works, but expand and be willing to venture off the beaten path and find new ways to grow.

“You don’t have to be blood to be family.”

Being successful in business and in life is all about building relationships. Relationships should be built on mutual trust and knowing that a friend will always be there for you, just as you will be there for them. Maintaining close bonds with people encourages us to grow as individuals and can help us succeed in the business world. No one can succeed entirely on their own. Instead, they must work to nurture relationships and develop connections with others within their industry.

“Believe in yourselves. Dream. Try. Do good.”

This quote aptly sums up what is required of entrepreneurs and business leaders alike. No company is going to be successful if the leaders don’t believe in what the the group is capable of accomplishing. They must all be able to envision a successful future and be willing to take the steps to make that dream a reality.

Business leaders need to continually try new things and not be afraid to dive back in if an initial plan is not successful. At the same time, no matter how successful a company may be, they cannot forget to think about others. This means operating with a general compassion for their community and those around them. This may take more energy than just running a yearly canned food drive, but will go much further in creating a pleasant place to work and fostering a healthy, positive spirit. This spirit can take the business far.

A mentor for all people, old and young, Mr. Feeny lives on in the memories of countless fans of Boy Meets World. While the lessons he gave may have been oriented toward leading children and adolescents into adulthood, they’re just as valuable for professionals working to succeed in the business world. It would do us all some good to remember the life advice of Mr. Feeny.

Using Innovation Hand in Hand With Consistency

Get it together!

Innovation is important for any successful marketing campaign. No company will remain on top if it continues to use outdated marketing techniques. Of course, that doesn’t mean you should always look for the latest and greatest techniques. There are as many marketing schools of thought as there are marketing professionals. The key to successfully updating and innovating a marketing strategy is to find the balance between consistency and a willingness to try something new.

Identifying what’s already working
To know when it’s appropriate to change strategies and find ways to innovate, you must first evaluate how your original strategies are working. There are a variety of techniques you can use to judge the success of your marketing campaigns, including:

Share of voice
This is a great way to see how much ‘buzz’ a marketing campaign is generating. Share of voice essentially monitors how much the consumer base is discussing your company compared to the amount of time they spend speaking about your competitors. This information can help you determine how prevalent your brand is online, how familiar your name is to potential customers, and even how positively or negatively people think of your brand online. Free tools like Social Mention and Google Alerts are a great place to start.

Website traffic
Gauge how frequently people visit your company website now compared to how many page views you received before the campaign began.

Spikes in business
After implementing certain marketing techniques, such as a direct mail marketing campaign, watch for spikes in business compared to previous months.

Once you’ve determined the success of your marketing campaigns, you’ll have a more accurate picture of what styles work best for you and your customers.

The value of remaining consistent
Continually changing your marketing strategies is rarely an effective approach. Marketing is all about getting your brand name in front of customers and convincing them that you’re the company to turn to when they need the products or services you sell. Marketing campaigns that continually change are going to struggle with the basic goal of getting customers to recognize your brand. If your message and means of communication are constantly changing, potential customers will have a harder time trying to absorb what you’re saying. If you try to use every marketing strategy, nothing will stick, and you’ll end up spinning your wheels.

Successfully walking the line between consistency and innovation
When you’re looking to successfully blend consistency and innovation, you must determine what works for you and branch out slowly from there. Isolate which techniques are working best. Is it Facebook? Is it direct mail marketing? Whatever the answer, that should be the basis for your marketing campaign.

Now, focus on learning how to take those specific strategies to the next level. Look for ways to shrink the sales cycle, so potential buyers are converted into paying customers more quickly and more efficiently. Investigate ways you can help that portion of your campaign reach more people. If direct mail has been a huge success, try to pinpoint what it is about the demographic you’ve chosen that has made the campaign so great, and then find more people who fit that demographic. If Facebook has brought in many new leads, determine what types of content are attracting the most attention, and work on developing similar lines. Make it easier for customers on social media to enter the sales funnel and improve ROI.

Innovation should never be done blindly. It should be done with specific goals in mind and to help improve existing successful practices. That doesn’t mean you should resist trying something new, just that it should be done in a controlled manner and should not replace what has already been working. Innovation must work hand in hand with consistency if you hope to achieve the highest level of success.

What a Little Red Muppet Can Teach Startups

Do your children love Elmo? Depending on their ages, chances are they do. Few things bring more delight to children across the country than seeing the furry red character come on screen to sing or explore with children during the special segment, “Elmo’s World.”

Elmo is known for his fun-loving personality, his friendship with the other characters, and his tendency to use the third person, even when referring to himself. Elmo is a Sesame Streetphenomenon, a favorite among preschoolers, and a popular toy and collectible as well. What many fans don’t realize, however, is how close Elmo came to never even having a name. Blog-unnamed

Elmo comes to life

The voice actor Kevin Clash is largely credited for creating Elmo. Although the Muppet had been in use in the 1970s, it was difficult for other members of the cast to create a real personality and background for the little red guy. When Clash took over in the early 1980s, the story behind Elmo began to develop. He developed the personality quirks and voice for the character, and the writers began to be inspired to write the background and story for Elmo.

Clash began to bring Elmo to television appearances, and eventually Elmo became famous for even testifying before Congress. As Elmo grew in fame off the screen, he also began playing a much larger role on the show itself. The segment “Elmo’s World” arrived in the 1990s, along with the famous Tickle-Me-Elmo doll and a variety of other popular movies and toys. Now it’s impossible to imagine Sesame Street without him.

What we can all learn from Elmo 

You wouldn’t know from the number of books, movies, toys, and television appearances centered around Elmo how close the world came to never meeting this famous red character. The same could be said for any business or startup. Every new company can identify with the little red Muppet, sitting in the corner without much of a personality or backstory, but still trying to get out on the main stage.

The trick to success is to take what Elmo has taught us: that with determination, animation, love, and perseverance we can all make it to the top. No one handed Kevin Clash and Elmo their success. It was born out of inspiration and creativity. These qualities can help any company develop the reputation they need to become leaders.

Even though Elmo did not really make his way to the front and center until more than a decade after the show had begun, he has still gained a solid position as one of the main voices ofSesame Street.

In much the same way, no industry is ever entirely filled or has leaders so established that a newcomer cannot become an industry great. This should inspire those trying to break into their respective industries and remind those who are at the top that they should never take their position for granted. All companies should be working to remain on the cutting edge of what customers need.

Elmo is the furry red Muppet that has captured the hearts of children and adults for over two decades. While children may learn lessons from him about sharing and being a good friend, adults, too, can take away ideas that may help lead them in the business world. Elmo has asserted himself as an industry leader directly due to his creativity and determination, and he should serve as an icon of what these qualities can accomplish today for all of us.

Skating Towards Success

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The winter Olympics are quickly approaching, and people around the world are preparing to tune in and watch their nations’ athletes compete on the international level. The athletes are an amazing testimony to what the human body is capable of, and they often leave the rest of us breathless as we watch them complete complex maneuvers seemingly effortlessly.

One event that helps to truly capture both the strength and coordination of an athlete with flawless beauty is figure skating. Those competing are able to keep themselves perfectly balanced on thin blades while racing around the ice dancing and spinning. The performances are often inspirational, and the process these skaters take to reach this level is nothing short of incredible.

The training process

Often from a very young age, figure skaters who have begun to compete on increasingly higher skill levels will wake up before dawn, just to get a few hours of practice in before they attend school. Once school lets out, they’re back on the ice, rehearsing and training for several hours before homework and bed.

As with many other elite athletes, homeschooling is not unheard of — to give these hopefuls more time to train. Olympic dreams are what propel these athletes forward, and when we see them step out on the ice this winter, those years of preparation will come to fruition in that one moment in time.

One of the most important people in the lives of these young athletes is always the coach. Parents, friends, and family members can all offer support along with help getting the skater to their practices and competitions, but no one can compare to the coach when it comes to the potential success of the athlete. There are as many coaching styles and theories as there are people, and no one athlete is guaranteed to work well with a particular coach. The right coach and athlete relationship, however, has the potential to maximize the athlete’s career.

What we can learn from Olympic figure skaters

For many business professionals, tasks that don’t produce an immediately tangible result (such as marketing or networking) are the hardest to invest their time. Many of us would much rather focus on the business in front of us, even though solid marketing and networking offer us genuine room to grow.

We need to think like figure skaters. When they’re getting up at3:30 or 4:00 am to go train, they don’t know for sure they’re ever going to see the international stage. It might be years before they have the skills to travel and compete. This doesn’t stop them or discourage them. Even when they don’t see results right away, they keep trying until they succeed.

Similarly, success in business is never a one-person job. No one person is going to bring a company to the top, and no athlete can will themselves to the gold. In the same way, success in business means being careful and selective about who we choose as partners and allies. Solid partners can make an enormous difference in a company’s growth and success, as we’re able to trust these allies to have our best interest in mind.

As we all settle on our couches this winter to watch these amazing athletes from around the world, we should remember the work they enthusiastically did to get there, and it should inspire us. We can use that same work ethic to help bring our companies forward until we also obtain the gold.

Preparing a Sales and Marketing Plan for 2014

As the year draws to a close, many companies are preparing to review and develop their marketing plans for 2014. A solid marketing plan will articulate a vision for the company in the new year, including how the group is going to expand and what the revenue goals should be. Developing a solid plan requires quite a bit of forethought and planning. Here are the three steps that businesses should use to get themselves prepared for the upcoming year.

1. Determine where the company is going

It’s not enough to simply say that the company is going to make a certain amount of money in the upcoming year. A goodmarketing plan will determine what markets, geographical areas, and populations the business can expand into and how that will affect revenue. There should also be estimations about how much the company is depending upon past customers returning and what percentage can realistically be expected to spend again.

2. See how the company is going to get there

This will encompass the company’s plan to generate revenue and meet the goals described in step one. In 2014, there are a variety of marketing techniques that should be considered. A company can produce excellent copy or presentations, but without a solid, well-rounded marketing campaign, it will go nowhere. Everyone knows about the importance of working online, but many neglect the print world. Yet a stunning 73 percent of customers prefer to receive printed announcements rather than email announcements from their preferred brands. Consider some of the following marketing techniques.

Direct mail

According to Target Marketing magazine, direct mail had the highest rating for customer acquisition, contact, and retention ROI. One of the biggest problems companies face with direct mail is that few people are experienced with the medium and how to run a campaign. If this sounds familiar, work with someone who is used to this type of print marketing.

Print advertising

Customers have indicated that they prefer paper ads, especially when shopping. An estimated 69 percent of shoppers depend on newspapers for information about brands and deals.

Integrated marketing

Many people use their smart devices for nearly everything. While print advertising is effective, it often works best when integrated with online campaigns. For example, include QR codes on pamphlets to take people to the company website or ordering page. This will drive traffic and help you reach across demographics to include everyone on and offline.

3. Measure progress and revise when necessary

Schedule benchmarks throughout the year to see how well the company is reaching its goals. These benchmarks should be reasonable and take into account how much time marketing techniques require to be effective. For example, a new direct mail campaign may not be as effective when it is first launched. After a few mailings, however, customers may begin to recognize the brand and give it more recognition.

At the same time, the team must be willing to revise when necessary. If the company is falling short, examine the ROI of different lead generation and conversion techniques. See if revisions are possible or if the budget money would be better allocated elsewhere. If the company is surpassing expectations, revise expectations so as not to shortchange what the company is capable of producing.

Developing a successful marketing campaign is an important step in preparing a company for the upcoming year. Taking the time to research and create a practical plan will give everyone a clear picture of the expectations and will guide the business to the next level.

Benefits of Bringing in the Experts

Benefits of Bringing in the Experts

As business owners, we count on experts to save us time and money. On any given day, we might consult a financial adviser to help us with a major purchase or investment strategy. Or we might hire a sales trainer to oversee the development of our sales team or the implementation of a new sales strategy. Or perhaps we might engage a management consultant to look for ways to run our companies more effectively.

Whatever the need, it seems, an expert is there, ready to help.

One area where expert advice can be especially helpful is your company’s marketing. Consulting an expert early in the planning process can not only save you time but also help you hone your campaign so it reaches just the right audience with a message they’re ready to hear.

Unfortunately, trends in advertising and marketing can change at the drop of a hat. To make matters worse, what works well for one company or industry might not be right for another. Working with an expert who studies trends, yet also knows how to use more traditional means effectively, will help you decide which trends are worth your time and which to avoid. Their guidance can save you the time and effort involved in chasing bad opportunities.

So where can you find experts to help you grow your business? Start with your key suppliers, like us! After all, helping you become successful is in our best interest, too. The stronger your company gets, the more opportunity for shared success and growth. So tap in our expertise whenever you can.

First and foremost, one of the ways the success of our partnership is that the closer we work with you, the more we understand your goals and business requirements. It is very difficult to help give advice, when we don’t see the whole picture.

When you augment your own staff with a group of trusted experts from other fields, you strengthen your business in the most cost-efficient way. You get expert advice without adding to your payroll or ongoing business expenses. And that’s a win for everyone.

Branding on a Budget: Four Steps for Brand Consistency

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All companies can benefit from developing a consistent brand image. The brand definition and features may encompass everything from logos to color palettes to fonts, but it must be maintained consistently across marketing collateral, presentations, correspondence, and proposals. Your brand image may even influence your office décor, if you have logos or product photos as part of your furnishings. Keeping everything in sync is difficult, especially as time passes and the company grows or expands its product line. Here are a few tips to help you keep your brand elements consistent.1. Develop a logo.
In the long run, it pays to have a professionally created company or brand logo as the centerpiece of your company’s identity. A custom logo doesn’t have to be expensive, but it should be simple, eye-catching, and unique.

Unless you’re a graphic artist or you already have a great one on staff, work with a designer for logo creation. While there are libraries of standard logos you can choose from, it’s worth it to have a logo custom designed by an experienced graphic artist who can capture the essence of your business. Try to resist the temptation to design your own logo using PowerPoint or a similar program because it will probably always look amateurish. You also won’t be able to generate all the different file types you need for various media.

2. Pick a color scheme.
Once you’ve found a graphic designer to work with, ask him or her to create a corporate color scheme for you while they’re working on the logo. The color scheme should include two or three colors that coordinate well together, and it should include light and dark shade variations of the chosen colors.

The experienced eye of a graphic artist will come up with fresh designs and color schemes that you’ll love, even though you might not have considered them on your own. When you settle on your colors, you can ask the designer to provide the Pantone color code values and the CMYK equivalents to prevent inconsistencies that occasionally occur if people try to “eyeball” the correct shade on future documents.

3. Create a style set and templates.
If you use page layout or word processing applications, you’ll want to create a custom style set that includes fonts, heading styles, margins, and spacing defaults so your documents always have a consistent look and feel. A graphic artist’s expertise will come in handy here, too, by giving your documents an appealing look.

Consider installing the style set for new employees when they join your company, or have IT set them up for you, so employees automatically create consistently formatted documents and presentations. It’s a huge time saver when you don’t have to reformat every document before publishing it.

4. Post a branding “book” or style guide.
A style guide doesn’t have to be complex, but it does need to make the guidelines for logo usage and other branding elements clear. To help ensure consistency, include the standards for color values, official product and company names, and links to corporate templates. It only makes sense to have a style guide if employees will use it, so try to keep it simple if you can.

Creating a recognizable brand requires consistency to avoid muddying brand identity. By following a few guidelines, you can help ensure that prospective customers will instantly recognize your brand.

Words Your Customers Love to Hear

getting your customers to love you

Words Your Customers Love to Hear

Next time you’re creating a marketing promotion, you may want to include one of these “magic” words that customers most love to hear:

    • Guarantee. Not only does a guarantee show confidence in your products, but it also removes the risk of trying your product, giving potential customers the added persuasion to purchase your product over another.
    • Instantly, immediately, or fast. We all love fast results or solutions, so it’s no surprise that people love instant gratification.
    • New. Today’s society is always on the lookout for the latest and greatest products available. However, be aware that the novelty of “new” can wear off. After a while, customers often fall back to their familiar, tried-and-true products again.
    • Save. Saving money is something that everyone wants to do. Whether you offer an exclusive savings promotion, a discounted package deal, or even a money-saving coupon, your customers will be listening.
    • Discover. The word “discover” offers a promise of something more to come. Like unwrapping a gift on your birthday, discoveries always bring a sense of excitement and adventure.
    • Easy. People love to purchase things that are easy to figure out, easy to assemble, easy to manage, and so on. The less effort required by the customer, the better.
    • Free. Although the word “free” is often overused, it continues to be the number-one attention-getting word. Use it sparingly and only when you truly have something free to offer with no strings attached, such as a free sample, free trial, free shipping, or buy-one-get-one-free deal.

Keeping Leads Alive and Healthy

Keeping Leads Alive and Healthy

No business can thrive without leads to drive sales. While finding quality leads is challenging enough, maintaining and converting those leads can be even more difficult. As you think about your sales strategy for the new year, consider these ideas for keeping prospective buyers interested and active.

Take Your Time
Nobody wants to feel as though they’re being overtly sold a particular product or pressured into making a buying decision that might not be right for them. Yet many sales reps are very quick to launch right into a sales pitch or offer quick-fix solutions without fully understanding a prospect’s needs. This approach tends to turn off a lot of prospects and quickly kill leads.

Who are you to them?

Who are you to them?

Instead of launching right into your sales speech, start the conversation without broaching the subject of sales at all. For example, if the lead came from a list of customers who are using an outdated software system, begin by asking how the current system is working for them. Some companies may not even realize that they should consider updating. Approaching the subject from this perspective can seem less pushy and help the prospective customer feel more comfortable talking with you. From there, you can gradually ease into a more sales-oriented conversation.

Build Rapport
Get to know your prospect and their particular needs before discussing budgets and product specifications. Then tailor your approach accordingly. Establish rapport and let your customer see that you have a genuine interest in solving their problem, not just making a sale. Even if you don’t make an immediate sale, your prospect will leave the meeting with a more positive impression of your company and will be more likely to turn to you when they’re ready to make a purchase in the future.

Follow Up
Don’t make your first meeting with a prospect your last contact with that person. Follow up to remind them what you talked about and to keep your name top of mind. A poll conducted byB2B Marketing Magazine found that 69 percent of buyers preferred to have companies follow up with them through e-mail. Telephone follow-up finished a distant second, at 17 percent. SCi Sales Group found that 52 percent of buyers expected a call back from companies within one day, and another 36 percent said they expected to hear back from a company within five days. Failure to meet buyers’ expectations on these issues can result in a variety of missed opportunities.

Resurrecting Dead Leads
Sometimes, despite the best of intentions, leads die. Some, however, can still be resurrected. Successfully generating sales from a dead lead requires tact and the right tools.

Once a lead has gone cold, it can be difficult to determine if the prospect still has a need for your product. Your first step should be to determine this potential. Remember again that prospects don’t appreciate pushy sales tactics. Instead, try sending a brief, one or two line email to determine if they’re still interested in your product. If the response is positive, follow up right away with a phone call, asking for a time to sit down and meet. In your meeting, steer the conversation toward the prospect’s needs and solving their problems, rather than focusing on your product or pushing for a sale.

Keeping leads alive and healthy is an important part of doing business. In the rush to get as many leads as possible, it’s easy to let some leads die. These leads, however, can be a major source of revenue for your company. Learning how to keep leads alive or save those that have gone cold is an important skill… and one that can improve your company’s bottom line.

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