How to Bring in Trade Show Traffic

Visitors among the stands of companies.

Picture this: it’s three weeks before your next trade show, and you’re no closer to formulating a plan of attack. Last year, the public milling about your booth was polite but lackluster. Your IT business may not be the most exciting one at the trade show, but you know you can do better. The good news is that you can. Here are some unique things you can combine with your print marketing efforts for maximum trade show results:

Look for Ways to Be Different

A company in Los Angeles called Finders Key Purse found they got the notice they wanted at trade shows by thinking slightly outside the box. Their product was aimed to make it easier for women to find their keys in their overflowing purses. Because they wanted to market their product primarily to college women, they decided to dress up as cheerleaders to make their booth both themed and identifiable.

The tactic had nothing to do with looking like a group of sorority sisters. The actual staff of the company was mostly composed of older women. With tennis shoes and silly outfits, they looked fun, friendly, and focused. You certainly don’t have to dress up as cheerleaders to gain attention to your IT booth. But you may want to come up with a way to give your company a fresh makeover when it comes to your trade shows. Clothing is one major way that you can set your company apart, but it’s certainly not the only way.

Stock Up on Freebies

Trade show freebies are some of the best parts of going to a trade show. Practically every company is giving out some type of gadget or item with their name splayed all over it. These are a great way to get noticed because it provides immediate gratification and keeps your company name front and center.

And of course, you’re going to need a friendly staff and excellent printed materials. Once you hook people in with a little gimmick, you have the opportunity to introduce your business and give people an idea of how you can really help them get where they’re going.

Advertisements

Coupons that Count

senior cuts  coupons out

Persuasive Promotions Can Transform Browsers to Buyers

Are you the child of a parent who meticulously clipped coupons to pinch pennies?

As the pace of life has accelerated, the frequency of in-store couponing has decreased, in part because online coupon codes and apps have blossomed.

But coupon promotions are not a thing of the past!

According to the 2017 Holiday Shopper Report, 92 percent of consumers say promotions influence their holiday purchasing decisions. And coupons can be the catalyst that converts people from browsing to buying.

So which types of promotions do your clients want, and how can you use them most effectively? Here are a few tips to sharpen your focus.

Keep it Simple and Straightforward

Have you ever tried to use a coupon only to find the fine print disqualifies almost every purchase? This “fake sale” frustration can turn off clients from your company for good. Keep your coupons and discounts simple – avoid the fine print and honor the effort consumers have made to connect with your business. The same goes for referral campaigns – if a customer provides a valuable referral, honor their effort with a quick, valuable, and personal token of thanks.

Try to keep things simple with your product presentation as well. Remember, an overload of options can lead to “analysis paralysis,” or situations where a customer finds it too difficult to decide which product or promotion is best. When it comes to numbers and features, promotions should be clear and compelling enough to comprehend at a glance.

Push the Freebies

Shoppers often value freebies more than they value discounts.

Whether you offer a “buy one, get one free” or you include a complimentary gift with a particular purchase, often a free item is more psychologically compelling than a percent discount that actually brings greater savings. Free stuff also warms the heart and builds goodwill with loyal customers. If a free product is too great a stretch, consider offering limited time offers for free shipping, gift wrapping, refills, or deliveries.

Price it Right

In his book, Contagious: Why Things Catch On, marketing professor Jonah Berger explains how our perception of numbers affects how we understand a discount price.

He called this theory, “The Rule of 100.” Berger’s research highlights two pricing cues:

  • A percentage discount off an item under $100 off will always look larger than the dollar discount. For example, 25% off of $75 appears larger than $18.75 off of $75.
  • A dollar discount on an item over $100 dollars will always look larger than a percentage discount. For example, $93.75 off of $375 appears larger than 25% off of $375.

Offer Tipping Points to Incite Action

A tipping point can be anything that creates urgency or builds customer confidence to the point they’re willing to pull the trigger.

As you craft coupons or print promotions, remember to highlight time-bound flash sales, limited product quantities, or how your promotion is most relevant to your customer’s calendar or budget cycle.

Alternatively, the right emphasis on product quality can also move prospects to bite because your item is “worth it” or because they “deserve it.” Discounts are great, but sometimes value is even better!

Make Your Move

Ready to transform your browsers to buyers? Printed inserts and coupons are a great way to make your offers leap off the page! We’ll help you craft clear, compelling, visually stimulating promotions that reel in prospects and keep your loyal customers coming back again and again! Call us at 410-574-0780.

 

How Building Effective Teams Can Supercharge Your Business

Smiling business colleagues high fiving each other in an office

Team building can be an overused cliche in business circles, but there is something truly magical about what a cohesive team can create together. Individuals working alone are able to contribute specific tasks towards a goal, but a team working together adds energy and power to push their achievements higher. This is one of the reasons there are so many books and manuals focused on building effective teams. If you have never seen this in action you may not believe the synergy that can be attained — it is almost like a force of nature. See how building effective teams will maximize employee productivity and happiness as well as helping you retain your hardest workers.

Effective Teams Bring Their “A” Game

A Gallup article from a few years ago stated that up to 70% of employees are showing up to work disengaged, costing the American economy billions of dollars every year in lost productivity. When you find ways for these individuals to connect to one another, they become invested in seeing each other become successful. Engaged, enthusiastic employees are ones who are constantly looking for ways to innovate and exceed expectations. If you could move the needle on even 20% of your mediocre performers, the impact to your bottom line would be significant.

Effective Teams Provide Diverse Ideas

The age-old saying that ‘two heads are better than one’ is extremely valid in today’s business world. The complexity of ideas and interconnectedness of our systems means that it is difficult for any one person to have the knowledge needed to innovate and excel. Bringing together your team in a safe space allows for the free flowing of ideas between members — and the ability to synthesize these great ideas into something actionable for leadership.

Effective Teams Blow Through Restraints

Where one person working alone may be worried about going down a specific — and potentially risky — path, a cohesive team has the bravery to take the leap. These leaps are what drive lasting change in an organization. Without this shared risk-taking and an ability to literally blow through restraints, your business can become stuck in the rut of doing things the way they’ve always been done.

Effective Teams Inspire Others

Let’s face it, everyone wants to be a part of a winning team. When you see one team that seems to get all the awards, recognition and respect, you want to see what makes them special. Many times, it’s their ability to work effectively together and collaborate to achieve a shared vision and goals. When one team in your organization is able to attain this level of cohesiveness, it will inspire and motivate others to do the same. This breeds a more positive working environment for all.

Effective Teams Have Fun Together

When work ceases to be work and becomes something that you enjoy doing during the day, you are able to devote your heart more fully to the tasks at hand. This joyful passion shines through in everything that you do. Ineffective teams can cause this light to dim, but having fun together can create a bond where individuals connect at a deeper level.

There are so many ways that effective teams create a sum that is greater than the individual parts. When the team truly works together as a single unit, the strengths of each person are multiplied allowing for an oversized impact on your organization’s effectiveness. Bring your teams together if you want to truly supercharge your business!

Start With These Summer Marketing Ideas for Outdoor Events

GettyImages-471216740.jpg

With school ending and summer starting, adults and children alike will be spending as much time as possible outdoors at home and community events. In most locations, summer weekends are chock full of local and regional events that attract a wide array of people. Some events attract local residents of a community or region, while larger events can bring tourists into an area for a few hours, day or an entire weekend.

Summertime creates both opportunities and challenges for marketing to clients. While you may have more opportunities to provide products and materials for events, getting customers to walk in your front door is more difficult. Customers who like to participate in summer activities spend as much time as possible out of doors including taking vacations, days off and leaving early. So how do you take advantage of summertime doings instead of having them take advantage of you?

Opportunities

Let’s start with the opportunities. Since people are out and about during summer at farmer’s markets, fairs and concerts, you may run into clients in one or more of these casual setting simply by participating in them yourself. You should always be ready to hand out marketing materials everywhere you go, especially if most of your clients are local. Fill a pouch or tote with apropos marketing handouts for people you meet when out. Handouts should be family-friendly and summer appropriate such as:

  • Water bottles
  • Water toys
  • Lip Balm
  • Sunscreen
  • Visors
  • Hats

If you give out marketing items that people actually will use in the summer, they will love getting them which puts your contact information in front of them for at least that day. Parents will also love anything that you hand out to occupy their children’s time such as foam fingers or other toys.

Beat the Heat

If handing out materials isn’t appropriate for an event, another idea is setting up a mister tent to help people beat the heat. In fact, handheld fans, water bottles (with water in them), squirt guns and other products that help people cool off will always be appreciated by prospects. Just be sure that your logo and contact information is big and bold. Misters are so delightful during hot summer events that they are very popular with all ages. To engage prospects, hand them small towels with your logo and information to dry off after they get wet.

Keeping Drinks Cool

For food events, cup or can holders that insulate are a fantastic handout. Arrange with food vendors to give them to every customer that gets a drink. Or create event promotional materials such as cups that have a coupon imprinted on them. The ultimate goal is to invite people into your brick-and-mortar business or visit your website, so a coupon offer for a free or discounted service is ideal for giveaways.

Challenges

The biggest challenge for marketers during summertime is to drive customers indoors to your business. People are inclined to spend time outside during warm weather. Additionally, customers may be out of the office for a significant number of days and can’t be reached. Therefore, it is important to think outside the box creatively to find prospects and offer them an incentive that will overcome their reluctance to come in. Every locale has one or more special events unique to that area. Go out of your office to where you will find crowds of people and offer them something that they can’t wait to use.

Branding Equity: What It Is and How to Build It

Branding technology concept, keywords with icons. meeting at the white office table

Carl is a business owner who is experiencing firsthand just how much the internet has revolutionized the consumer buying process. It used to be that a simple look at your products’ features was enough to sway consumers to make a purchase. But now, it’s all about the brand. In fact, Carl’s brand has become his most valuable asset. That is why he is doing all that he can to build his brand equity and distinguish himself from his competition.

What is brand equity?

Brand equity is what your business is worth without its inventory. Or, more simply stated, it’s about how valuable your brand is in the eyes of consumers and the relationships that you have with your customers.

To build brand equity, you must leave a lasting, positive impression regarding your brand in the minds of consumers. Your products and services and their demand and usefulness, of course, play a role in how well you can satisfy your customers, but they alone do not generate brand equity.

Top Tips for Using Marketing to Build Brand Equity

The steps outlined below are not in any particular order. They are three examples of essential steps that Carl has used to build brand equity, and each of them is an ongoing process. You don’t build brand equity overnight, and then suddenly get to take a vacation. You must work at creating this type of equity on a daily basis just like Carl has done.

1. Release Information About a New Product

You can have a quality product that you know consumers will want to purchase, but they have to know about it first. This is why you should always distribute information about your products. Whether it be creating a product brochure or a how-to guide that goes into the packaging of a new product, you will want to provide as much detail as possible. In fact, Carl has found that the more in-depth and more detailed his brochures and how-to guides are, the more engaged his customers are.

2. Monitor Trends and Perform a Competitive Analysis

Building brand equity means you can adapt to changes as they occur, especially changes related to new trends that hit the marketplace. The best way to monitor trends is to keep a close eye on Google searches. You will also want to perform a competitive analysis to see how your competitors are keeping up with the latest trends. Chances are, you can benefit from employing many of the same tactics your competitors are using. Carl, for example, performed a competitive analysis and discovered three of his competitors were enjoying an increase in sales by offering seasonal discounts. Carl then went to a local print shop and had 1,000 business cards printed with a discount code on the back. Over the period of six months, the discount generated an eight percent increase in his sales.

3. Collect, Use and Distribute Customer Feedback

Lastly, since brand equity is all about how you appear in the eyes and minds of consumers, you will want to use their feedback and respond to it appropriately. Carl publishes his customers’ feedback in the brochures and how-to guides he creates. Customer testimonials have been proven to be a huge asset in generating sales.

Every Extrovert Can Learn to Listen

man holds his hand near ear and listens carefully

The Courage to Connect

When research professor Brené Brown opened up to a TedxHouston audience about shame, vulnerability, and courage, she had no idea her message would become one of the most wildly popular TEDx talks of all time (with over 24 million views). Brown has spent the last ten years studying the power of authenticity and empathy, and poses wonderful questions like these:

  • How do we embrace vulnerabilities and imperfections so we can live from a place of authenticity and worthiness?
  • How can we engage people in a way that makes them feel worthwhile, brave, and willing to commit to something bigger than just a project or deadline?
  • How can we choose courage over comfort, stretching our team to connect in ways that powerfully motivate everyone?

Every Extrovert Can Learn to Listen

Brown’s work hits home in the hearts of many who long for authentic relationships and want to see this come alive in their workplace. While there are many hindrances to open communication, one of the greatest barriers is simply our personality differences. Over half the population are considered introverts, but research shows that introverts make up only two percent of senior executives. Which gives extroverts a great opportunity to do lots of talking. But studies show that business leaders who prioritize listening are perceived as considerably more effective than those who dominate the conversation.

Invite Them to Engage

We all have room to grow, and great interactions begin with intentional listening. Here are three ways to quiet your mouth and open your ears as you seek to engage others in meaningful ways:

1. Start every meeting with a question.

Imagine yourself standing before your team with an invitation instead of a megaphone.

Seek to motivate conversation rather than charging into a meeting with a tight-fisted agenda. Opening your gatherings with dialogue can shake out the nerves and cobwebs of the entire team, sparking creativity and building interpersonal collateral. Increasing dialogue can catalyze more “green light” brainstorming and bring a fresh, life-giving dynamic to your entire company. When you formulate meeting agendas, push yourself to start with a prompt and to leave more tangible space for discussion.

2. Listen with action.

How can you show your teammates their insights really matter?

Often people are tentative about sharing constructive criticism, fearing negative repercussions or believing “nothing will really change.” Great leaders surround themselves with those who will give honest feedback, and they intentionally close the “listening loop” by following up with some sort of action. Close a meeting by thanking your team for their honesty, or sending personal e-mails telling them you valued their input. Make a list of things to look into, review, or change, and add timelines to these goals so your ideas aren’t lost in the weekly grind. Even if you can’t implement suggestions, make a point to tell people they are valuable and you have actually heard what they are saying.

3. Embrace vulnerability as a step toward courageous communication.

What do you do when someone asks you a question you can’t answer? Saying, ‘I don’t know” can be the most significant reply of all.

When you acknowledge your limitations, it opens the door for your teammates to step in and shine or to admit their own uncertainties or frustrations. Vulnerability can grow powerful partnerships and prompt growth in areas you hadn’t previously targeted. Ultimately, vulnerability builds engagement, which grows teams and enriches the atmosphere. Push yourself toward bold, transparent communication, and you may be surprised at the results. Brene Brown says it like this:

“Vulnerability is not weakness. It’s the most accurate measurement of courage.”

Ready to open a new pipeline of thoughtful teamwork and open communication? Be brave, be intentional, and sometimes . . . just be quiet.

 

Everyone Is Looking to Save a Dollar: How Discounts can Improve Your Sales Revenue

Sale Banner Design_09

Many businesses look at offering discounts as a method for losing money. But, what they don’t realize is discounts actually generate revenue and improve their brand equity. Let’s take a closer look at how discounts increase sales and can put you a step ahead of your competitors.

Improve Sales Revenue

First and foremost, discounts, whether they come in the form of online codes or paper coupons, will draw the attention of consumers to your business. They increase traffic and, most times, lead to a sale. Even better is that while customers are using their discounts codes on your website or in your store, they tend to look around at other products and services you have for sale, which can further boost your sales.

Spread Brand Awareness

By offering discounts, you are putting your company’s brand name into the minds of consumers. Even if consumers don’t come to your store to use a discount, your brand name will at least be implanted into their minds. Also, if they don’t take advantage of a discount, they may know someone who can and offer to let them use their discount code, which only expands your brand awareness even more.

Increase Social Media Fans and Followers

Everyone is out to save a dollar. When they come across companies that offer great discounts, they tend to look them up on social media and either hit the Like or Follow buttons. And if you’ve ever used social media, then you know that when one of your friends hits the Like or Follow button, it shows up in your newsfeed. When you offer discounts, you have the potential to greatly increase your social media fans and followers.

Build a Strong Reputation

Consumers really love purchasing products and services from companies that offer regular discounts, like military and senior citizen discounts. As you continue to offer these discounts on a regular basis, you will build a strong reputation for your company and showcase to the public that you are a socially responsible organization.

Clear Out Space for New Inventory

Have you ever wanted to bring in new products to sell but you didn’t have room because you had too much old inventory sitting around? One of the best ways to clear out this old inventory is by offering discounts. Having a weekend sale where you offer a 20% discount on the products you are trying to clear is an excellent way to:

  • Free up space
  • Increase sales
  • Spread brand awareness
  • Increase traffic to your store
  • Establish Loyal Customers

Your customers deserve a discount, especially if they do business with you on a frequent basis. This is why creating a loyalty reward program that offers returning customers a discount is essential to establishing long-term relationships with your existing customer base.

Meet Your Sales Goals

You know that to maintain a profit, you must meet your sales goals. Offering discounts may decrease profit margins for a bit, but they can most definitely help you meet sales goals to ensure you keep maintaining a profit. End of the season or end of the quarter discounts should be offered at least four times a year.

The Takeaway

Don’t be fooled into thinking that offering discounts are going to hurt revenue. It likely will do the exact opposite as well as bring several other advantages, like expanded brand awareness and the establishment of loyal customers.