Articulon Insights

trade show

Trade Shows are Like Open Houses

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#ThoughtfulThursday – trade shows are like open houses for the #BtoB community – Yes or No?

We all know that we have to do some trade shows and conferences when marketing BtoB, but why? It seems like we put a lot of time and expense into them and seldom leave the event with a purchase order.

Think of trade shows as an open house when selling your home. Real estate agents will tell you that very rarely does the open house produce an offer, but they do them anyway. It is not because the agent has nothing better to do on a Saturday.

It is because they generate exposure. Both exposure that your house is for sale, as well as providing a way for the agent to meet new potential home buyers face-to-face. In a way, the person who tramples your carpet may be a buyer for another of the agent’s listings and vice versa.

Trade shows are similar, it is about exposure. You have a chance to make a personal connection with a potential buyer (or more likely purchasing influencer) and data mine the information they share when trying to win that TV, plane ticket or Iphone. With that info a good sales & marketing team can stay in touch, grow the relationship and gain the inside track to get in front of the proper decision maker at the time they are looking for your product or service.

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business valuation

Increase Your Business Valuation

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Increase your business’ valuation 📈 by demonstrating transferable revenues 💸, as well as a plan for sustainable growth.

Whether you are looking to exit 🚪 as a business owner in the near future or are laying the groundwork for your eventual retirement ⛱, a clear and comprehensive sales and marketing plan is critical. Invest in a marking evaluation and audit today!

It will kick up your sales 💵 now and make your business more valuable on exit.

Click here to see what Forbes has to say.

Click here to read other business growth tips.

TV Coverage

TV Coverage That Makes A Difference

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In a media market that has 4 stations with news coverage (3 broadcast and 1 cable), you face a challenge of providing each their own TV coverage angle for a story that speaks best to their audience and schedule. This week, Articulon knocked it out of the park with a story pitch about the Tobacco-Free Community Forum. All 4 stations covered the event (1 did both a studio interview and event coverage). ABC11 WTVD WRAL TV Spectrum News North Carolina WNCN

Click here to learn some tips and tricks to being more effective in your PR and marketing efforts.

event marketing tip 2

Event Marketing Tip – Everybody Loves a FREE Event, Right?

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Event Marketing Tip – It is event season and everybody loves a FREE event, right?

Not the organizers. People often value most what they pay for.

Free events get strong registration but have huge no show rates. This can cost you 💸💸💸. You have to plan as if everyone is coming, that means wasted food and other event expenses.

Shane Reiser, CEO of Techpublic shares, “The free events I’ve organized have all had a 25%-40% no-show rate. Charging $5 decreases the no-show rate to ~15%. Charging >=$10 drops it to <5%.”

Click here for another event marketing tip.

Monday Musings – Reduce Your Cost of Acquisition

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Who should I target 🎯 with my ad campaign? Bloomberg reports that women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase. So women, right?

NOT SO FAST! Did you know that men spend 68% more online than women according to a KPMG study of online purchasing behavior? The study shows that while men and women shopped with about equal frequencies, on average, the men spent more per transaction—$220 vs. $151 for women—on their most recent purchase. This can largely be attributed to the fact that the male consumers were more likely to buy items in higher priced categories such as luxury goods and electronics.

The real answer is: KNOW YOUR BUYER. Look at your transaction history and the data you have captured about each consumer. But remember, there may be a behind-the-scenes influencer. The higher the price tag the more likely it is that the decision to purchase was a communal one.

So dig deeper. Professionally run surveys or focus groups may be the best upfront investment you can make in order to target the right customers and reduce your cost of acquisition.