marketing companies

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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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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Leveraging Positive Brand Association Against Your Competitors

Posted by Andy Keeler on May 12, 2008
Exhibiting Strategy, Trade Show Marketing / No Comments

Major companies are ruthless when it comes to protecting their corporate identity. Consistency and brand recognition are important because they legitimize your company and help you to build long term relationships with your client base. In many cases, the difference between a good company and a great company is brand recognition and positive brand association. So what can you do to make your company stand out from the rest?

Apple set itself apart from competitors in the eyes of consumers using a very simple strategy. From the beginning, Apple aimed to produce high-quality products and invest in well-designed packaging. Although this strategy raises costs for the consumer, the finished product has garnered a reputation as desirable, durable, and marketable. Once positive brand association was achieved, Apple leveraged that energy into a campaign directed against its competitors. With the constant onslaught of negative Apple ads pouring in, Microsoft has been forced to sit back and stand still (acknowledging the ads or attempting to combat them would only serve to legitimize Apple’s message, but ignoring them leaves customers confused).

Exhibiting at an industry trade show is a great way to make competitors aware of your presence. It is important that your competitors perceive your company as strong and stable, because you will find that they will do a good deal of advertising for your company when they feel threatened by your company. Unlike Microsoft’s marketing team (which is actually doing a pretty decent job of combating Apple’s onslaught), your competitors won’t be able to resist legitimizing your branding efforts by attempting to attack your company. Remember that you are competing within an entire marketplace, and waging war with your most direct competitors is an indication that you are distracted from your overall goals.

Intel Trade Show Display

Intel is a great example of a company that has closed its eyes to the attacks of its competitors. The people at Intel simply put their shoulder to the wheel and push forward creating the most powerful computer processors on the market. It’s never wise to ignore your competitors, but as soon as you allow them to consume your thoughts, you’ve lost the battle. So do your best to take Intel’s strategy:

Make better products to generate positive brand association, and leverage that positive brand association to distract competitors and make them feel helpless.

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Tips for Business to Business Marketing

Posted by Andy Keeler on May 01, 2008
Business Information, Trade Show Marketing / No Comments

At MODdisplays, we are obviously biased toward trade show marketing as a strategy to increase B2B sales, but there is much more to B2B marketing than exhibiting at trade shows. Business spend upwards of 85 billion dollars per year to promote themselves to other businesses, and the trade show industry only accounts for 17.3 billion dollars per year. Businesses also promote themselves using online advertising, magazine advertising, direct mail, and cold calling; and business invest billions each year in market research and public relations. Despite the massive size of the business to business marketing industry, there are still general rules that large companies tend to follow in their marketing campaigns. The general B2B marketing principles can be applied to businesses of all sizes.

Tip #1 – Keep your branding and company image consistent. Businesses “re-brand” themselves constantly, which is a great way to destroy any hard work you’ve put into your marketing campaign. Unless your business is recognized worldwide, you don’t have the luxury to change your logo and the design of your website year after year. It’s important for businesses to realize that every aspect of your marketing campaign must be consistent with an overall theme and with a set of marketing goals (see Tip #2). Do not try to reinvent yourself every time you plan a new marketing campaign or you will end up confusing your potential clients.

Tip #2 – Develop a set of measurable marketing goals, and design your campaign to meet those goals. Businesses with disjointed and confusing marketing campaigns often have no idea what they are trying to achieve with their marketing program. Setting goals gives your company a strong marketing focus, and allows you to measure your success. If one aspect of your marketing campaign is not contributing to your overall plan, eliminate it and try something new.

Tip #3 – Make use of unconventional and creative marketing methods. Business to business marketing is a massive industry, and nearly every aspect of B2B marketing has been honed and refined by experts over the last few decades. Because the industry is so well developed, I’m not suggesting that you attempt to reinvent the wheel and defy decades worth of trial and error. However, every successful marketing program distinguishes itself in some way through the use of creative and unconventional marketing schemes. How will you ever set yourself apart from the other companies in your industry if there is nothing unique and creative about your marketing approach? In general, it is important to stick with the tried and true methods that have been proven to work, but don’t forget to be different.

Tip #4 – Think carefully about your target audience before you plan out your marketing program. The marketing methods you use need to be directly proportional to the products or services you are trying to sell, and they need to be carefully target toward your potential clients. You would never want to use telemarketing as a way to solicit multi-million dollar clients, and you would never use online advertising to appeal to older generations. You would be shocked to learn how many companies pay no attention to their clientèle and focus instead on what marketing style is most interesting to them at the time.

Tip #5 – Effective business to business marketing is going to cost money, and lots of it. If it was possible to reach thousands of potential clients for free, your industry would already be saturated with slackers and freeloaders. Unless you’re absolutely brilliant, marketing will cost you. I would estimate that your marketing budget should account for about 15% of your operating budget unless you’re an online company with very low overhead. Companies that fail are companies that don’t invest in marketing.

At MODdisplays, we specialize in trade show marketing. We believe in a simple, modern, clean approach to exhibit design with an emphasis on sustainability and responsibility. This approach has distinguished us from our competitors and helped us to quickly establish as one of the industry’s leading retailers of portable trade show booths. We started with a marketing plan and measurable goals, and we have stuck with our plan from day 1. This B2B marketing advice is derived largely from personal experience and trial and error.

Thanks for reading!

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