http://marketingsource.com/articles/ Articles at marketingsource.com Articles Library en-us http://marketingsource.com/articles/book-promotions/business/keys-to-mobile-marketing.html http://marketingsource.com/articles/book-promotions/business/keys-to-mobile-marketing.html Thu, 27 Jan 2011 21:02:52 -0600
Mobile ad networks are basically entities that work between you, your mobile marketing company and the mobile system your audience uses. A mobile ad network collects the advertiser's ads and sends them out to customers identified by device type and profile as matching the advertiser's requirement. Mobile ad networks may be exclusive to their own brand, or wide reaching across many platforms.

Considerations when deciding on a mobile marketing campaign:
* Budget. It's important to decide at the get-go to know how much you can spend on a campaign. Without a general idea at a campaign's inception, you're doomed for failure. Have concrete definitions in mind so you don't blow your entire company's marketing budget on one thing.

* Spend that budget. Knowing your budget will help you to determine which mobile ad network(s) to work with; establishing a "baseline" to refine that budget into a real actionable plan. If you are determined to use a campaign driven by social media then hire specialists in that area. Perhaps you are interested in a single company that can handle everything - social media and SMS campaigns to YouTube and traditional advertising. With the right budget, anything is possible.

* Target. Work on defining your demographics. Age, gender, marital status, etc. Know your target audience. Narrow it down as much as possible. Later, when you are comfortable with your mobile marketing companies, you can always expand.

* Target location. Local mobile marketing campaigns or regional full blown marketing campaigns? Or world-wide? Geography is important to include in any mobile marketing campaign spending plan to ensure you get the most for your advertising dollars. How about a split campaign? Consider a business installing commercial Christmas decorations. The core business is geographically limited. They also sell and lease decorations. Why not set up 2 different campaigns marketing to two different geographic and demographic targets?

* Tone. How do you want to come across in your mobile marketing campaigns? Friendly and family oriented? Or business and no-nonsense? What is the tone of your organization as a whole? You may not want to market your law team like you a theme park. This seems simple on the surface, but thinking about this in a data driven way can add complexity.

* Will you need a mobile ad network? The short answer is most likely. Even if you do not deal with them directly, a mobile ad network will factor into your mobile marketing campaign somehow.

* What measurements will you use? Maximum views, also known as impressions impressions, of your mobile marketing campaigns or performance-based, like pay per click? Or mixed? This will help to define which mobile marketing companies you will work with best.

* How will you track the performance of your mobile marketing companies? Just like everything else in business, ROI is important so you will want to know and monitor for that.

Any reputable mobile marketing company will be happy to consult with you to help you determine your parameters. Establish a trust. You need to go in with the basics (like your budget) to get things rolling but a viable working relationship based on trust in the expertise of your marketing company is your best ally. ]]> http://marketingsource.com/articles/trade-shows/three-seconds-to-sell-the-visual-secrets-behind-effective-trade-show-displays.html http://marketingsource.com/articles/trade-shows/three-seconds-to-sell-the-visual-secrets-behind-effective-trade-show-displays.html Sun, 12 Dec 2010 02:14:48 -0600
Rule #1: Know your display options. When it comes to trade show displays, one of the biggest mistakes that companies make is rushing to purchase a display without understanding all their options. Even if you are on a tight deadline, taking the time to research different types of trade show booths will ensure your company invests in the right type of booth. For most trade shows, a portable display offers maximum flexibility and delivers the biggest bang for your buck. Pop up displays and fabric displays are two types of portable displays that feature flexible panels, which can be easily adjusted to accommodate different booth sizes, configurations and visuals. If you are exhibiting at a smaller event, consider a space-saving, table-top display. Choosing the right type of portable display for your trade show will ensure you maximize available space and stand out in a sea of generic trade show booths.

Rule #2: A picture is worth a thousand sales. When it comes to effective trade show displays, the old adage - "a picture is worth a thousand words" - really is true. Before you even get to try out your sales pitch on a prospective customer, the visual elements of your trade booth display will already have done the talking. Be sure graphics and banners with your company and product are visible, well-lit, and feature a large, easy-to-read typeface. Include banners or other visuals featuring your logo and product in several locations around the booth so the images are visible no matter where your customer stands. If applicable, include graphics demonstrating your product in-use. Finally, remember your company image is valuable, and that there is a fine line between cost-effective graphics and looking cheap. Before you select a graphic design or printing company, ask to see samples of previous trade show artwork. Poorly printed graphics are unprofessional and damage your company's brand.

Rule #3: Make every part count. Whether you include banners, lights or other accessories, be sure each element of your display has a purpose. When designing your exhibit, keep the overall goal for your company in mind. Are you trying to maximize sales leads? Creatively promote a new product? Every element of your booth should work together to achieve this purpose. Prevent visual clutter and keep your message succinct and direct by choosing only the most effective visual elements. No matter how flashy and attention-grabbing an accessory is, if it does not compliment your message, it does not belong in the booth. You want to be remembered for your company's innovative new product - not for your bright pink lighting.

Rule #4: Don't forget logistics. When deciding on the type of trade show display to purchase, a major factor to consider is how your booth will be transported. Shipping a trade show display with a professional company that specializes in trade show freight can be expensive, especially if you are attending several trade shows across the country. However, transporting the booth yourself can be a logistical nightmare, and also limit the size and scope of your company's display. If you will be transporting the exhibit yourself, choose an easy-to-assemble, portable display. ]]> http://marketingsource.com/articles/trade-shows/making-the-most-of-trade-shows.html http://marketingsource.com/articles/trade-shows/making-the-most-of-trade-shows.html Sat, 20 Nov 2010 20:30:36 -0600
Sign up for the show early to make sure that you can get a good spot on the floor. You want a high traffic area that also makes your display space easily accessible. Get the largest booth you can afford. A spacious booth impresses potential customers. A large booth also means that people can step inside and spend some time in your booth without causing a traffic problem. This makes them much more likely to be there long enough for you to convey your message and close a sale.

The appearance of your booth matters. It's the first contact you will have with people attending the trade show, and, if it does not catch their attention, they will walk on by. Custom displays that attract attention are a great way to draw people into your booth. Consult with different designers until you find one who you feel can create an attractive display that can best represent your brand.

Another way to get attention at a trade show is to find a way to make your booth fun. Offer interesting freebies such as snow cones, espressos, or even chair massages. These fun touches draw people to your booth and keep them there long enough for you to tell them about your product. Having fun giveaways is another option. Pick quality promotional items for giveaways. Make it an item that is attractive and useful, so that people will grab and keep them. After the show, they have a reminder of you and your product, and your contact information right at their fingertips.

Find out what rules govern the use of a banner display in your trade show booth. Large, eye-catching banners that can be seen from several aisles away will intrigue visitors, and entice them to make their way over to your booth to see what you are about.

Finally, the most important asset in your trade show booth is the people who are running it. Having warm, engaging booth attendants at the show to personally greet each visitor will have an enormous impact on the success of your trade show appearance. Instead of a 20 minute spiel offered to every customer, work on a two or three sentence description of how your business can help them, and why you are different from the competition. Ask a couple of probing questions to decide whether a person is a potential customer. Then, either make moves toward getting contact information for another day, or, if possible, close the sale at the show.

Trade shows are highly competitive venues, but they give you an unequaled opportunity to get your business in front of hundreds of qualified buyers. Make the most of your booth and your staff to get the most out of your trade show appearance. ]]>