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March 12, 2014 // 10:00 AM
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Audience
We have all been to trade shows and have seen row after row of
tables with draped cloth andboring backdrops. In this environment,
what stands out? What is unique and catches yourattention?
Generally speaking, the answer is nothing. Welcome to the
problem. If youre not interesting,people will not be
interested.
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Creating a remarkable trade show booth is simple, as long as
youre willing to invest the time,money, and a little creative juice
in the event.
Use these 6 ideas to give you the boost you need to make your
next event a remarkable one.
1) Make Your Booth UniqueTrade shows are a large investment in
both money and time. If youre going to make theinvestment in a
trade show, the first item you should spend your money on is a
booth that willstand out. Investing in an expensive booth that you
can use and re-use for years to come is thebest option. If youre
going to be cheap about your booth selection, you may need to look
atanother avenue of marketing.
Additionally, make versatility a priority while selecting a
booth so that it can be modified todifferent sizes (e.g. 10x10,
10x20 and 20x20). This will give you the flexibility to increase,
ordecrease your trade show footprint while maintaining the visually
stimulating elements of yourbooth and staying true to your
brand.
Here is an example of a flexible and intriguing booth we
developed for one of our clients:
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2) Dominate the Swag RaceThere is no arguing that the
promotional items you select will impact your overall ability
toattract attention and create buzz around your trade show
presence. You most likely wont begenerating positive buzz with
crappy pen giveaways.
Investing in promotional items that are as unique and as high
quality as your offering is the key.If youre worried about the
cost, keep in mind that everyone doesnt need to get the big
prize(more on this next). Have some quality, relatively inexpensive
(not cheap) items that you are willto give out to attendees.
As for big item giveaways, you need to aim for maximum impact.
Obviously, you can give theseitems to individuals that are real
prospects, but make sure youre taking advantage of theopportunity
to collect contact information for followup after the show, before
you hand thesegoodies out.
The rest of these big prizes should be part of an attention
grabbing, fun and interactive
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experience. Why not incorporate a game in your booth and have
the big items be the prize forthe winners?
3) Host a Game (With Prizes!)If you have a fun game in your
booth relevant to your industry, while your competing entitiesdown
the aisle have nothing but brochures, where do you think people
will end up? Make surethat your games have an element of fun and
attracts positive attention. Leave the good oleraffle and bingo
games at the retirement home.
Dont forget to take advantage of this opportunity to collect
information. Have attendees sign-up to participate. This will allow
you to build a list that can be used after the event.
We recently worked with a client to create a miniature golf hole
concept. The obstacles werethemed to the specific event and the
target market was likely to be a golfer. Hole-in-one!
Dont limit yourself to golf. It could be any number of games.
Think of what your trade showprospects find amusing and relevant.
If your game is engaging, has the right execution, andoffer
tempting prizes up for grabs, it would give your company the
opportunity to be the talk ofthe show.
4) Demo Your Product (or Service)If you are spending money on a
trade show appearance, hopefully your product, or service
isvaluable and unique in the market. Think of the trade show
attendees as recurring sales calls. If
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they are your target market, its time to demonstrate your value
and show why they shouldaward you their business.
If you have a product, or service that can be demoed, show its
realtime value. Think of it like amini-infomercial. Focus on the
value you can offer to the audience, not the features. If you
canmake it hands on, do it. The more involved the audience is, the
better.
5) Use TechnologyMany modern technologies can be applied to the
trade show environment to give an exhibitorthe upper hand.
Recently, digital signage and interactive touch screens have
been increasingly incorporatedinto trade show booths as a way to
attract attention and display value. These elements can beused to
show processes, educate consumers, showcase testimonials and many
other functionsthat can differentiate an exhibitor on the trade
show floor.
Proximity marketing is another technology that you may be able
to use to your advantage. Asattendees wander near your booth,
messages are sent to their mobile phone containing specialoffers
(maybe an offer to play your game) and other messages about
visiting your booth. Newtechnologies like the iBeacon can make this
possible.
6) Stay Active on Social MediaAlthough trade shows are an
in-person event, that doesnt mean that social media cant play a
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part in your overall trade show effectiveness. Active social
media participation during the showcan help you connect and
resonate with two different audiences -- attendees, and those
whocouldnt make it.
Those at the trade show can discover that you are there, and if
you do it right, you candemonstrate that you are worth checking
out. Be sure you are actively using trade show relatedhashtags so
that visitors can easily find your posts.
Additionally those that did not make the show can experience the
event vicariously throughyour posts. Just because someone is not
there, doesnt make them dead to you. Capture all thegoings on at
the show and demonstrate the social splash youre making. You never
know, theperson tuning in on social media that didnt make the show
may be the real decision maker.
Be RemarkableTrade show marketing can be a rewarding experience
and can demonstrate a true ROI. Havinga remarkable trade show booth
is one element that can help you reach your goals.
What items and strategies have you included in your trade show
booth to make itremarkable?If youre interested in incorporating
inbound marketing in your trade showinitiatives to maximize ROI,
download The Inbound Marketing Guide To Trade Shows.
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Topics: Event Marketing
bb bp' M B
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f v b Written by Mark Bornstein
I often poll marketing audiences about their biggest webinar
challenges. Almost every time, Ihear that theirbiggest challenge is
ondriving registration -- in a recent poll, we found that42.9% of
respondentshad the biggest trouble withgetting people to register
for their onlineevent.
Why is driving webinar registration such a challenge for
marketers?
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mp 7 pWritten by Shelby Clarke
As the old saying goes, "a picture is worth a thousand words."
Given that 65% of the populationare visual learners, using images
as part of your marketing can be the key to ensuring yourmessage
gets delivered.
As a marketer, you are probably already aware that images are
important. They're easier todigest than a bunch of words on a page
and can help support your other content by telling a
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story in ways that words cannot. Whether in social media posts
or in blog posts, images helpyour audience to better understand
what you are talking about, plain and simple.
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M f "B" : 10 p f Written by Corey Eridon
Ever start writing a piece and wonder if anyone's even gonna
read it?
Not to make you paranoid, but ... you should be paranoid.
Chartbeat conducted a study in 2013 that indicates most readers
are only getting about 60% ofthe way through a piece of content.
The other 40% of the stuff you wrote? Well, you could'vegone home
early that day. (You can read more about that study here.)
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P Bb PWritten by Susannah Morris
Weve all heard the rumors, but yesterday it was confirmed.
Pinterest announced that BuyablePinsare coming in the next few
weeks. For consumers, this simplifies the steps from pinning
topurchase. For ecommerce, Buyable Pins could change the way that
people shop.
Heres a quick rundown on Buyable Pins and how they affect you,
both as a consumer and abusiness.
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Written by Markiesha Ollison
"How can I getmore leads from social media?"
This is a question I get often from marketers who are struggling
to find and prove the value ofsocial media to their business.
Generally,it'sfollowed by an explanation of the various socialmedia
tactics they have tried to address this concern.
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5 P- PP mp f PWritten by Erik Devaney
While we all know that SlideShare is a highly visual platform,
the most important aspect of anySlideShare presentation isn't
actually the design -- it's the story.
Before you become a master presentation designer, you must be a
great storyteller first,writes Tourism Australia's head of social
Jesse Desjardins in hisSlideSharepresentation YouSuck At
PowerPoint!(which has 2 million+ views).
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8 M M M M mWritten by Dan Stasiewski
Its a great time to be a CMO. Marketing and sales platforms are
converging to make data-driven decisions much more attainable in a
shorter amount of time. Segmenting communicationto the right people
at the right time in the buyer's journey, from first touch to
post-sale, acrossmultiple channels is becoming more of a reality
every day.
And in a world where the customer is in charge, marketing has
taken on many of theresponsibilities once held by information
gatekeepers in the sales department. Its only gettingbetter.Yet,
many teams still arent able to thrive in this new era of marketing.
Why?
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Pp, Pb m & : J #B15Written by Nathaniel Eberle
If youre ever on the fence about someones deeper connection to
humanity, be sure to consultJon Ronson -- he knows psychopaths. No,
really. Hes met quite a few. And hell tell you thattheyre not only
inhabiting jail cells and hospitalsaround the world, but theyre
also seatedcomfortably in a corner office. One may be seated next
to you right now.
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ff fxWritten by Lindsay Kolowich
Have you ever watched TV while simultaneously surfing the
internet on your phone?
I do it all the time -- andmy guess is that a lot of you do,
too. Nowadays, themajority ofAmerican consumers ownmultiple
internet-connect devices like high-definition TVs,smartphones,
tablets, and computers, andNielsen finds that it's fundamentally
changing theway we watch television.
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Pb , , Written by Rob Litterst
Analysts may go back and forth between whether or not the
purchase of AOL by Verizon was agood move or not, but theres one
thing just about every one of them agrees upon - dataplayed a major
role in the deal.
This and similar deals point to the significance of combining
large advertising networks withpowerful data gathering and analysis
capabilities to create a one-stop-shop for marketers
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seeking to buy digital ads across television, the web and
mobile."
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B B P? 5 f p PWritten by Kelli Simpson
Building buyerpersonas can be tricky-- you need adelicate
balance between quantitative andqualitative data to get something
that's accurate and useful. You also have to know
whichinformationout of all the data in your CRM, marketing
automation, and customer supportsystems will actually be helpful --
and which could steer your marketing astray.
Howcan you be sure that youre focusing on the right data to
build out your buyerpersonas?
Read More
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M v: xp q bWritten by Andrea Francis
Have you ever visited someone else'swebsite andfelt confused
about what the company didand where they wanted you to go on their
site? An experience like that can really make youwonder about
visitors'experiences on your own website.Do yoursite
visitorsunderstand whatyoudo and whereyouwant them to go?
These are criticalpieces of informationto know and keep checking
in on regularly.
Read More
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8 ' v, B PWritten by Jennifer Augustus
Growing your website traffic through your blog is a great
thing-- until thinly-veiled advertorialsinfiltrate your
content.
Advertorials are an advertisement disguised as an editorial;
they are articles that appear to beinformational but are actually
intended to promote a product or service. These are the
Internetsequivalent of TV infomercials -- appearing to be
entertaining until you discover youre beingsold something.
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b ? p p m [fp]Written by Carly Stec
When I was a kid, I remember practicing my signature in a
pocket-sized composition notebookin case I got famous one day.
I'dscribble down different variations -- some sharp and
nearlyillegible, others wispy and over-sized.
At the time I hadn't put much thought into what the style of my
signature said about my
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personality, but as it turns out,signature analysis is actually
a real thing.
Read More
P f Written by Leslie Ye
This post originally appeared on HubSpot's Sales Blog. To read
more content likethis,subscribe to Sales.
We live in an unprecedented age of options. Cars, phones, jobs,
products, lifestyles -- at noother point in human history has there
been such a variety of choice.
Read More
P B B m M mmWritten by Morgan Jacobson
Sure, Facebook and Twitter boast more active users than
Pinterest, but at 70 million monthly
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users, the pinning platform is nothing to sniff at. These two
social media giants have alreadyintroduced their own versions of a
buy button in order to speed ecommerce along for brandsand buyers.
Now Pinterest has made the announcement that theyll add their own
buy button tothe mix.
Read More
10 p f -m ff Written by Sujan Patel
Most of us publish blog posts the same way. We spend tons of
timewriting posts andoptimizing them for search and social media.
We then hit publish.We'll excitedly watch as wesee a burst of new
traffic to our site ... then get disappointed as we see the post's
popularitypeter off.
It stinks, right?
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[fp]Written by Leslie Ye
This post originally appeared on HubSpot's Sales Blog. To read
more content likethis,subscribe to Sales.
My freshman year of college, I had a roommate who participated
in an internship program inWashington, D.C. At the end of the
internship, the students in the program attended anetworking event
with alumni in the city. She told me that she and the other interns
competedto collect business cards -- the winner was the one who
ended the night with the most.
Hopefully, this isnt the way youre networking.
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7 -- v xpWritten by Carly Stec
This post originally appeared on HubSpot's Agency Post. To read
more content likethis,subscribe to Agency Post.
Imagine that a couple of your friends convince youto give speed
dating a try.
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"It'll be fun," they insist.
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8 Written by Jami Oetting
This post originally appeared on HubSpot's Agency Post. To read
more content likethis,subscribe to Agency Post.
This week, Mary Meeker,a partner at Kleiner Perkins Caufield and
Byers, released herannualInternet Trends report. It's the 20th
edition in a series spanning back to 1994 -- the yearYahoo launched
and three years before Google.com was registered.
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Fb F pp F: 10 bWritten by Carly Stec
There's an old saying that goes, "A photo GIF is worth a
thousand words."
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And as of today, Facebook is finally allowing users to express
themselves via GIF.
[Hold for applause.]
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10 p x Pb pppWritten by Julian Stubbs
Most of us at some point in life have to stand up in front of
other people and make some sort ofpresentation. Thats just the way
it is.
Whether its only a verbal presentation to a few people or a TED
Talk with cameras and a largeaudience, there are some simple things
to remember that will help you make as strong apresentation as
possible.
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ffWritten by Carly Stec
Unsatisfied by hiscurrent job, Tom Dickson found himself with
three things: the need for achange, a passion for bread making, and
a $10 vacuum motor.
In search ofa way to combine them, Dickson started his own
blender company,Blendtec.Unfortunately, he quickly found
thatgenerating buzz forblenders wasn't all thateasy.
Then one day, his marketing director found inspiration in a pile
of sawdustleft behind by one ofDickson's "blender durability
experiments," and proposedan idea that would soon propelBlendtec to
fame.
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P f mm : b Written by Greg Wise
Familiar with companies that have a noble edge? Sure you are.
Theyre some of the mostsuccessful ecommerce companies out there
right now. And their social responsibility is onehuge reason theyre
raking in the cash.
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mp B : m & mpWritten by Carly Stec
Struggling to earn the trust of potential new customers?
Before you can expect them to open up their wallets, you need to
start the sales process bydemonstrating your ability to deliver on
what your product or service promises.
Sure, you could tell them that you're great at X and that you're
light-yearsahead of thecompetition when it comes to Y and Z, but at
the end of that day, that's just lip service.
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bp & f Pp P 2020Written by Brian Halligan
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Im thrilled to announce that HubSpot has renewed our ISVForce
relationship withSalesforce.com through 2020. This is great news
for HubSpot, HubSpots customers,Salesforce, and Salesforces
customers.
Nearly 20% of HubSpot marketing software customers use
Salesforce.coms CRM product. Wehave spent many many many calories
over many many many years building a great integrationexperience
for our joint customers, and we have over 500 5-star reviews on the
Salesforce AppExchange to prove it. These customers, as well as
future joint customers, will be able tocontinue to leverage this
integration.
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5 m Fb P' [fp]Written by Carly Stec
Does it feel like your Facebook Page's organic reach is slowly
slipping away from you?
You're not alone.
According to Ogilvy, organic reach for brands on Facebook has
seen a shocking 49% drop frompeak levels in October 2013.
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P f BWritten by Jesse Mawhinney
Whether your performance improvement goals are related to
inbound marketing, sales, or anyaspect of business for that matter,
choosing the proper key performance indicators (KPIs) tofocus on is
the first step towards measurable improvement.
As they say, what gets measured gets improved. If you can
quantify your current performanceyou can then begin to measure how
things are improving, or diminishing, over a period of time.
But how do you choose the right KPIs to focus on for you
business?
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B P f B [F P mp]Written by Pamela Vaughan
Finance Manager Margie. IT Ian.Landscaper Larry. Do you know who
yourbusiness'sbuyer
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personas are? And exactly how much do you know about them?
Buyer personas (sometimes referred to as marketing personas) are
fictional, generalizedrepresentations of your ideal customers.
Personas help us all -- in marketing, sales, product,and services
-- internalize the ideal customer we're trying to attract, and
relate to our customersas real humans.
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Pb b v vWritten by Katie Carlin
If you place any value on the profit generated by your
publishing website, you have one crucialdemographic to win over
above all others: advertisers.
This is the core of increasing online ad revenue for publishers,
much like the core of televisionbroadcasting rests on providing a
pleasing network for television ads. But what makes onepublishing
website superior to another in the eyes of an advertiser? Quality
content? Layout?Reputation? These all play their parts, but theres
far more to consider in designing your site; solets talk about
content best practices, inbound marketing, analytics, and making a
profit.
Read More
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M B M: 'v [P]Written by Dave Gerhardt
In 2013, Michelle Miller left her job at JP Morgan to write The
Underwriting, a story about WallStreet and Silicon Valley targeted
toward Millennials.
She knew nothing about publishing or marketing a book. All she
knew was she hadto dosomething different. The typical publishing
and marketing playbook for books wouldn't work forher target
audience -- they weren'tthe "sit down to read for long periods of
time" type.
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f f pmmWritten by Jeff Deutsch
Before I became an inbound marketer, I once made $50,000 a month
spamming Google. Iworked a maximum of 10 hours a week. And I am
telling you from the bottom of my heart:Never, never ever follow in
my footsteps.
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This blog post will tell you exactly why.
Read More
6 M b FmWritten by Kristin Doherty
When youre craving pizza, you have a few options: You could take
the easy way out and ordera greasy pie or pop a frozen za in the
oven. Or, you could make one from scratch.
Those fast solutions will be satisfying in the short run, but
youll get more out of making yourown dinner. Youll be more careful
with ingredients. Youll be able to make it exactly how youlike it
(one quarter pepperoni, one third green peppers, and the rest extra
cheese? Its up toyou). And youll gain the experience of making
something out of nothing.
The same is true of website redesigns. You could hastily compile
a website in 30 days, but itwont be the same as if you dedicate
your time to making it perfect.
Read More
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m pWritten by Corey Eridon
I can't think of many tasks peopledread more than writing a
resume. There are so many littlethings you need to add, rephrase,
check, double-check,triple-check ... and somehow, yourresume still
goes out with your name as Corey Ridon from HubStop. It's
anxiety-inducing, iswhat it is.
So, I did what I do when I'm anxious. I made a list about all
the little stuff you need to do whenyou're writing and editing a
resume.
Read More
2 B p mv F PWritten by Ted Ammon
Your goal as an ecommerce retailer is to remove as many
obstacles as you can between wantand buy. Because you have quite a
few other tasks to complete in between, reducing friction inthe
buying process can be difficult. Yes, selling is your main goal,
but you want those customersto come back, right? Return customers
dont always come back on their own. They need a littleprodding,
which is why you have to use the time you have to gather as much
information as youcan.
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Read More
p Fm BF' [ ]Written by Andrea Lehr
As more and more people begin to publish online, more channels
and content will becompeting for your audiences attention. A great
headline is one ofthe most effective ways tobreak through the noise
-- it has the potential to increase a post's traffic by 500%. So
how doyou write a headlinethat drives that kind of results for
you?
Search for how to write the best headline and youll find
manyarticles promising a blogtitleformula that will garner the most
page views and shares.
Read More
bv vm[fp]Written by Carly Stec
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Whiteboards, screwdrivers, wires, and scraps from rubber tires
all live as one in the GoogleGarage.
What's the Google Garage, you ask? It'sa "commons where Googlers
can come together fromacross the company and learn, create, and
make," says program manager Mamie Rheingold.
Read More
38 b m Written by Rick Whittington
Every industry has its buzzwords, and web design is no
different. If your head is spinning fromseemingly endless jargon,
or if youre getting ready to redesign your company website andwant
to inform yourself on the most common technical terms in modern web
design, then this isthe list for you.
Here are 37 of the most popular technical terms and buzzwords we
hear (or use) as we dowebsite redesigns, organized from A to Z. Do
you see one youve heard lately on this list?
Read More
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f b M [F ]Written by Christine White
"Find a job," they said. "It'll be easy," they said.
Ahh, if only. For most of us, though, finding a job is pretty
darn difficult --especiallyonewe'repassionate about.
Itdoesn't help thatcompetition is on a global scale. Jobvite
found that 69% of all HR recruitersexpect hiring to become more
competitive in 2015, especially regarding social recruiting
onLinkedIn and Facebook.
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29 v b M p []Written by Lisa Toner
Do you know howyour content marketing team stacks up?It's
incredibly useful to have anideaof what other content marketers are
up to and how they're doing.Not only will it give you a feelfor the
performance level other content teamsare achieving, but it'll also
help youfind and
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fixgaps in your own team's processes and performance.
In the ever-evolving world of content marketing, staying on top
of statistics, benchmarks, andtrends is especially important.
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5 mp pm b f Written by Katherine Boyarsky
Optimizingyour website to generate leads is a no-brainer. But
it's not as simple as throwing a"click here" button on your home
page and watching the leads pour in.(Unfortunately.)
Instead, marketers and designers need to take a more strategic
approach. In this post, we'll goover some quickways you canoptimize
your website for lead generation that actually work.
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B P Pv f xp
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Written by Nichole Elizabeth DeMer
Conversion Rate Optimization (CRO) isn't a widely known field,
even among digital marketers. Ifyou need a quick refresher, CRO is
the process of creating an experience for your websitevisitors
that'll convert them into customers.
But this science of lead conversion is quickly gaining ground.
After all, who doesnt want moreclicks, leads, and sales?
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16 Pp v bWritten by Alex Bashinsky
Youve written some really compelling copy for your website.Your
product images arepolished. Your overall site design is
professional. And thanks to marketing initiatives like theseones,
youre getting traffic to your site.
So why is it that so few of those visitors are converting into
leads and customers?
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B ffv m B P pWritten by Tony Alessandra
This post originally appeared on HubSpot's Sales Blog. To read
more content like this,subscribe to Sales.
Round up the usual suspects, the gendarme ordered in the famous
line from the movieCasablanca. And frequently, that is how
executives think when they create teams, committees,or task forces.
The boss says or thinks something like, Lets appoint anyone who
might knowsomething about this issue. Or, even more likely, Grab
anybody whos got a stake in thisthing.
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6 p f M M f mpWritten by Carly Stec
This post originally appeared on HubSpot's Agency Post. To read
more content likethis,subscribe to Agency Post.
You may wan't to sit down for this statistic. Ready?
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Only 2% of traffic converts on the first visit to a website. I
repeat, 2%.
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M 13 #B15 p: Fm F pWritten by Laura Fitton
The INBOUND team here at HubSpot is finishing off May with a big
flourish. In celebration ofthis year's impressive (and
growing!)list of INBOUND speakers, we've invited
friends,colleagues, mentors, and influencers to share thoughts and
stories about our speakers, andthen share their posts on social
media using the #speakerfan hashtag.
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9 F Mf x mp M MWritten by Carly Stec
Many of uscan recall a time in high school when we were
sittingin math class
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andthinking,"When am I evergoing to use this stuff in the real
world?"
Andthen we suddenly find ourselves in the real world, only to
realizethat numbers actually doplay a pivotalrole in what we do --
especially in digital marketing.
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: Pb MWritten by Seth Nichols
There is a fundamental disconnect between what many publishers
sell, and what theircustomers want. Publishers value and sell reach
and demographics while their customers valueand need campaigns that
measurably increase sales pipelines. Todays publishers need to
beable to measure the full impact of client campaigns from initial
awareness through to a finalsales transaction.
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B Written by Allison VanNest
Communication skills are more important than ever, but what if
your grammar doesnt quitemake the grade?
Technology has reshaped how we communicate in the business
world. Fifty years ago, youwould have walked over to your coworkers
desk or called up to the second floor to ask aquestion. Now,
whether your coworkers are in the next cube or half a world away,
its standardpractice to email, instant message, or text.
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m f mm ( mp f pm)Written by Tracey Wallace
The holidays seem so far off, but trust me: they are approaching
full speed. For ecommercecompanies, the holidays are a black train
in the night but one for which youve alreadybought a ticket and are
excited about the destination. You know it is coming, you know it
will beon time, but the anticipation, the necessary preparation
well, those are a bit less excitingthan the benefits of the trip
itself.
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Read More