business to business marketing

Media Wall Backdrop

Media Wall DisplayThe VBurst 10ft Media Wall is the perfect system for press events, red carpet events, and marketing seminars. Using only a vector form of your company’s logo, MODdisplays can offer a simple media wall backdrop that looks professional and eye-catching. Professional business marketing firms have found that logo repetition and brand reinforcement are a great way to leave a lasting impression on viewers.

The structure of the VBurst 10ft Media Wall is made from sturdy aluminum tubing, and the graphic is printed on a washable, wrinkle-free fabric that remains on the frame even in storage and transportation. The entire media wall can be set up in less than a minute thanks to the simple frame structure. The exhibit carries a lifetime warranty against manufacturer’s defects, so there is no need to worry about a damaged frame.

To order your Media Wall today, call 877.663.3976 or email sales@moddisplays.com.

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Balancing Professionalism and Personality

No two companies are exactly alike, and every company requires a unique marketing strategy. Balancing professionalism and personality is a challenging task for a new company, but finding that balance could yield big returns on your marketing efforts.

Sometimes the industry itself demands a specific approach. A company that sells life insurance will probably maintain an air of professionalism, while a company that sells toys for young children would do well to create a more approachable feeling. As a result, companies are often forced into a particular mold that they cannot escape without doing irreparable harm to their image.

Some industries allow for a good deal of flexibility and creativity. As you shop for trade show displays, you’ll probably notice that exhibit retailers employ a wide variety of marketing styles. On some websites you’ll find pictures of staff members and their families and other personal touches, and on other websites you’ll find a rigid, corporate, and impersonal style. As a general rule, when there is less market research data available in a specific industry, marketing strategies tend to vary wildly. Companies tend to cling to something that works instead of asking themselves what works the best.

Striking a balance between professionalism and personality should leave your clients with the feeling that you are dependable, honest, and capable. Every industry is different, and you may need to be more professional or more personal to get the best results, but the only way to find out for sure is through trial and error.

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Motivating Your Booth Staffers

If your booth staffers are not driven to succeed, even the best trade show marketing strategy in the world cannot save your company from a disastrous exhibiting experience. At business to business trade shows, the people who man your booth will be the single most important factor in determining the overall success of your marketing program. Booth staffers should be outgoing, friendly, and professional, but never pushy or long-winded. They should recognize that everything about their appearance, demeanor, speech, and body language will reflect directly on your company’s image, and that creating a great image is what trade shows are all about. So what can you do to motivate your booth staffers to be top-notch exhibitors?

1-  Take care of their most basic needs. Nothing breeds frustration among employees more quickly than being undercompensated on their trip. If you put your employees in a cheap hotel room and give them a meager stipend for food, they will be less likely to perform at their highest capacity on the trade show floor.

2- Offer incentives for gathering leads and making sales on the trade show floor. It is always much easier for people to work hard for their own benefit than for the benefit of their company, so offering incentives is an easy way to improve the performance of your booth staffers.

3- Take care to pick the right booth staffers in the first place. Although senior members of your sales staff may love to travel and exhibit at trade shows, they may be less motivated to do well than a young, ambitious sales person who works hard to impress. In addition to the fact that younger, more ambitious sales staff usually do better at trade shows, it will cost your company less money to send employees who earn less per hour.

4- Allow your booth staffers to be a part of the exhibiting process from the beginning. They will be much more comfortable working within the confines of your trade show exhibit if they played a role in the planning and development process. Who would want to be a part of a marketing campaign that they don’t believe in?

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Basics of Marketing

Posted by Lindsay Jenkins on October 23, 2008
Business Information, Trade Show Information, Trade Show Marketing / No Comments

One of the biggest mistakes a company can make before going to a trade show is showing up without a marketing objective. Marketing is a key part of business that companies can often loose site of what a good marketing strategy is and how it can be measured. Everyone considers the definition of marketing as something different. When some people think of marketing, they think of sales. Others may think of marketing research, products, and pricing. The American Marketing Association defines marketing as “the process of planning and executing the conception, pricing, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

Effective marketing requires a company to identify the need and desire for a good and service. You have to present a value to the customer that your product or service is the one they should use to fulfill that need. This is where trade show marketing can be a very important part to a company’s marketing objective.

At tradeshows, if you choose the correct show to exhibit at, your company or organization is in front of customers who have a desire to fulfill a need that your company offers. During the show, excellent promotion and sales is your key to success by informing consumers of your organization’s product or service and convincing them of its ability to fulfill their needs and desires.

The second key to marketing is relationships. Today organizations should no longer be looking for a one time exchange with customers. Building relationships is vital to your marketing strategy for three reasons. First, companies have recognized that customers have become much more demanding in that they desire excellent service, support and quality. Consumers want the best service and support, quality product, a competitive price and ease of purchase.

Second, they want a product that can be personalized for their exact need or want. Customers like to see something that can be molded to fit their need rather than a generic product. The one key way to find out what customers need is to build a relationship. You will be amazed what you can find out from consumers just from a simple conversation.

The third reason relationships are important, is it is much more cost effective to retain your customers than look for new ones.  Although sometimes you might think that you spend so much money just trying to keep your customers happy or satisfied, this definitely outweighs the other option of spending money on advertising to find a new ones.

Before you go to your trade show, make sure you are exhibiting where your target marketing is present, your company has a strong marketing objective that will build value to your product or service, and you are ready to build relationships that will lead to a successful business.

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B2B Marketing Budgets

Posted by Andy Keeler on September 08, 2008
Trade Show Marketing / No Comments

According to Cahners Advertising Research Reports, business to business marketing efforts are primarily focused on trade publications and trade shows. At MODdisplays, we believe that trade shows are a valuable resource for businesses, and the continued growth of the trade show industry is great news for us. Take a quick look at the way B2B marketers spend their money:

•    Trade magazines 23%
•    Trade Shows 18%
•    Direct Mail 10%
•    Promotion/Market Support 9%
•    Dealer/Distributor Materials 5%
•    General magazine advertising 6%
•    Internet/electronic media 9%
•    Directories 5%
•    Telemarketing/Telecommunications 3%
•    Publicity/Public Relations 7%
•    Market Research 4%
•    Other 1%

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Competitor Analysis

Before exhibiting at a trade show, you should analyze your competition for strengths and weaknesses in order to maximize your effectiveness. If you take the time to understand what your clients perceive and what they are looking for, your trade show marketing program will be much more effective. When you start thinking about the strengths and weaknesses of your competitors, ask yourself this question: What do your clients experience when they compare you to your competition? The client’s perspective is the only perspective that matters, which is why competitive analysis should be done from this vantage point. It’s easy to get stuck thinking about your company from the inside looking out, which will reduce your appeal with potential clients. So what do potential clients see that could affect their perception of your company?

  • The first thing potential clients see is your brand. If you have a well-designed logo and a eye-catching slogan, you immediately have a leg up on a competitor with a poorly designed brand.
  • Your marketing materials are another important component of your overall image. If you have a poorly designed website, ugly brochures, and outdated copy, you’ll never survive in a competitive environment.
  • Potential clients are also interested in the type of people who work for your company. If your employees are intelligent, well-spoken, and courteous, your company will be that much better than your competition.
  • Finally, potential clients want to know that you are good at what you actually do as a company. If you can deliver a high-quality product on time at the right price, you can overcome almost any obstacle that lies in your path toward dominating your industry.

It’s important not to get too hung up on your competitive analysis, especially if you’re looking to generate good will among potential clients. Many companies waste valuable energy attacking their competitors products and/or services instead of focusing their efforts on improving their own offerings, and as a result, they become marginalized. If you find yourself analyzing your competitors too much, refocus your efforts on more productive endeavors. Competitive analysis should be used only to find ways to improve your own offerings, not do bad mouth your competition. Here’s an example of what I mean:

In the 1990’s, McDonald’s invested millions of dollars to provide cleaner restrooms to their customers. After doing competitive analysis, they realized that cleaner restrooms was one way they could improve their business and improve customer service when compared with their competition. Most customers never noticed their efforts, but the results were monumental according to consumer analysis specialists. They never bothered to bad mouth the lack of cleanliness of their competitors restrooms, they simply allowed the results to speak for themselves. Take the McDonald’s approach.

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