trade show, exposition, marketing B2B, trade show marketing

Trade Marketing tips

You asked us about Trade Marketing.  This is when you sell something to another business and they sell it to the ultimate customer.  Fundamentally it’s just selling but because it’s restricted to selling within a single industry or “trade” it gets another name…. the key thing for you to know is that the principles of B2B marketing still hold true.
 

Trade marketing is a sub-type of B2B

What I love about any B2B is that the audience is individually identifiable. You can get or build a list of actual individuals who you can sell to.  The best way to start that is through identifying these things

  1. industry type
  2. sub-type of industry
  3. job title of decision makers and decision-influencers
Then you are within reach of a clearly identified audience.  List broker will sell you lists, you can research and build your own too.  If you choose the latter, please start with the trade association or professional body for the industry.  That’s a great way to short-cut list building.

After the list, how to approach

Getting a list is only the beginning.  You need to brand build with specific campaigns so that prospects recognise your business name or your product name (or both).  Trade shows can be useful here because people who are interested are all gathered into a single location on a single day and you can meet many face to face.
Getting your strategy aligned with the prospect’s need is critical.  Because it’s so easy to mess up an approach and build bad feeling against your brand.  For this reason we always create a hypothesis and we test this out before a general launch.
Today a mailing list of 100 names is being tested for a client.  When we see how it’s received [Good so far, thanks for asking 54% open rate 4% click through] then we can make decisions about whether to adapt / improve or just to roll it out to the rest of the prospect list.

Top 10 tips for trade marketing

  1. Automate follow ups – have a pre-set process for capturing and following up
  2. Time is always short – but don’t cut short conversations on the stand.  Invest in the people who do come to build relationships
  3. Connect on LinkedIn to everyone you meet if possible
  4. Be very clear about what you are promising to prospects
  5. Have a “cute” offer [fidget spinners are popular now]
  6. If you use scrolling video at a trade show, always sub-title it so people get the message from afar
  7. Put on your best smile.  It’s my biggest business success tool – people remember my warm smile
  8. Make eye contact and be the first to break contact after smiling and saying hello.  This is un-threatening
  9. Have a ‘golden question‘ or two ready for your prospect discovery questions
  10. Turn up every year – as long as the show brings in prospects, plan to be there.  Consistency pays off
Creative Agency Secrets is expert in B2B marketing.  We understand how to research trade buyers, how to build a list of possible buyers, how to present your product or service to them and how to get them to buy from you over and over again.
If you want to learn more, read this article about Trade Show Marketing.  And this case study about your business location

Kickstart business website user skills

Rebecca is running two webinars with CCH Learning designed for Business to Business organisations who need to ramp up their website as a marketing tool.

  • Setting a Website Strategy for Marketing Success: Understand the functionality your website needs & how to avoid common mistakes

Tue 27 Feb 2:30 PM NZDT
Setting a Website Strategy for Marketing Success 2018

  • Get your Business Website Working for you: Learn how to “drive” a website to get enquiries and visitors.

Tuesday 20th March, 2:30 PM NZDT

Get Your Business Website Working for you 2018

The first webinar will help you gain a deep understanding of how to write a website strategy, what to improve on your current website and marketing communications, how to test your website is working well.

The second webinar  teaches you the tools you need to assess the effectiveness of your existing website, and helps you to draw up a list of actions to improve its alignment with your business website strategy.

 

Best books for Pitching and winning marketing work

I was doing some training with a client this week and they asked me about pitching for new business.
There are three books on my shelf which I have found useful in my 25 year career.
Shaun Varga – Brilliant Pitch – what to know, do and say to make the perfect pitch. Prentice Hall
Jon Steel – Perfect Pitch – the art of selling ideas and winning new business – Wiley
David Kean – How not to come second – the art of winning business pitches – Marshall Cavendish
Here’s a link to another article we wrote in 2012 on the topic – Best books on pitching for new business
David Kean was interviewed and I found this 50 minute audio interview useful.
https://www.youtube.com/watch?v=yHD4yx2pRx4

3 Ways to Change Your Business Thinking & Actions for 2018 Success

 

Use the code “2018success” to grab a seat with a 50% off end-of-year special!

This November, we’ve got another breakfast seminar happening! We will be covering 3 ways to change your business thinking and actions for 2018 success. 

Has your business reached a standstill even with new business strategies and tactics implemented?  

Perhaps it is time to renew your thinking with us! Getting your thinking right is the key to developing the right business strategy and tactics. Digital marketing is one of the most effective tools to utilise when unlocking business growth and boosting brand awareness. To help you better understand how incorporating digital marketing and the right business strategy can unlock secrets that underpin success, we have this insightful breakfast seminar lined up for you.

About our speakers

An experienced B2B expert, specializing in direct response marketing and new business development.

A well-recognised leadership coach, workshop facilitator, keynote speaker and author, focused on entrepreneurship.

Practical tips you’ll learn

  • How to break old patterns of thinking to make fresh and effective plans
  • Which crucial steps to take to boost your digital strategy
  • SEO techniques to attract traffic to your website
  • How to implement ‘the basics’ really, really well for brand awareness

If you’re serious about starting the new year with the tools needed for success, you wouldn’t want to miss 3 Ways to Change Your Business Thinking & Actions 2017.
A light complimentary breakfast is included!

23rd November, 2017

7:30am – 9am

The Common

1 Faraday Street, Lvl 2, Suite 7
Parnell
Auckland

The Common

Use the code “2018success”at the checkout to get a 50% discount!

RESERVE YOUR SPOT
team work, teamwork, teamwork.com, bad example payment update, payment expiry date,

SaaS renewals that are easy for customers

A robust, scalable business is always based on strong processes.  And if you are in the business of offering a Software as a Service (SaaS) product, you will doubtless have a recurring revenue model.

Our business debit card expires tomorrow and so I’ve been in the throes of receiving alerts, notifications and emails from a range of providers asking me to update my card details so they do not lose their revenues.  The experiences were very varied from the best, smoothest, least painful to the worst where I had to raise a support ticket.

Given SaaS firms risk losing revenue from non-renewals, this is a critical business process.

Here’s what we found

  1.  The earliest “nag” emails came from Hootsuite, Unbounce, Xero and MailChimp.  They were sending them 30 days prior to expiry.
  2. The laggards include Upwork, Skype, FeedBlitz, Teamwork and LinkedIn (from 10 to 5 days in advance),
  3. The “best” process just allows me to update the expiry date on the card (PayPal) without having to re-enter all the other information
  4. The “worst” don’t send me a link into the EXACT page on my account where I can update my details after logging in.  Skype was particularly irritating with a hideous UX on their mobile browser. They leave me failing to find the right billing page detail and resorting to search / help / customer tickets.
  5. The Very Very Worst was Teamwork where they successfully hide the link in an upgrade screen which is not where I’d look to find my payment information (see below)
team work, teamwork, teamwork.com, bad example payment update, payment expiry date,

Hard to find link for payment information on Teamwork.com

Mystery shopping

Any customer process needs testing and constant monitoring to keep it relevant and improved.  Clues which may indicate you have this problem can be found:

  • Check the exit pages on your website
  • Check the long dwell time pages (that you don’t expect)
  • Check the customer service enquiries
  • Check the Searches on your website

When did you last mystery shop your business?

nz marketing summit 2017

Foster Innovation at the NZ Marketing Summit 2017

Spark ideas, develop strategies, and add value to your brand while joining New Zealand’s leading marketers at the annual NZ Marketing Summit. Listen to our own CEO, Rebecca Caroe, in her session on “Strengthening the brand-agency partnership – how to work with an expert (when you aren’t one)”.

Attend Four International Keynotes

  • Brigitte Slattery (Head of Marketing – Lifestyle Group @ Foxtel Australia)
  • Nick Lanzafame (Head of Strategic Insights & Analytics @ Buzzfeed)
  • Charlotte Dewhurst (Global Marketing Direct @ Les Mills International)
  • Col Kennedy (General Manager – Brand & Customer Experience @ Country Road)

Explore Three Programming Tracks

  • Digital & Social
  • Brand & Content
  • Tech & Experiential

Along with the 20+ speakers featured, the Marketing Summit offers a choice of two full-day workshops. “The Content Workshop” and “Brand Building Blocks 2.0” will be held the following day on September 22nd.

Join and connect with 300+ fellow industry professionals in generating and exchanging insights to fuel brand development. You can register before 5pm on August 25th and secure early bird pricing.

SKYCITY Convention Center, Auckland

21 September 2017

8:30am – 5:00pm

Book Your Ticket

testimonials, creative agency secrets, rebecca caroe

Giant thanks for this testimonial

Campbell Naish, Partner at export strategy and marketing consultancy Katabolt, wrote a generous testimonial for Creative Agency Secrets.  Many thanks!

Rebecca provided Katabolt with a valuable specialised set of marketing recommendations with a specific focus on services which was a great match with what we needed. Her B2B expertise and international experience and perspective helped our team refocus marketing plans and bring new skills into the fold. Thanks

testimonials, creative agency secrets, rebecca caroe

Read other Testimonials or see our Client List

Have you got a strategy in place for testimonials?

Every business needs a strong plan of action to get and publish testimonials for the business from creative agency secrets review, testimonialcustomers and clients.  As the internet becomes the strongest recommendation engine, because it’s easily searched and free to use, your business MUST get a strong profile in places where testimonials and reviews can be seen and shared.

Don’t forget that recent reviews are more powerful than old ones.  So this is a tactic you need to implement weekly or monthly.

Read this Case Study – 3 ways to increase referrals which should give you some ideas for your business.

TrustPilot is a great review site

We implemented TrustPilot for an ecommerce client who needed to improve visibility of its amazing customer service.  Based around the world, TrustPilot has local sites for each country – this one was in the UK.  The integration of their free version with ecommerce platform was seamless – every time a customer buys, they are invited to leave a review a fixed time period after the purchase is complete.

As a mail order business, the time delay between online purchase and receiving goods can be a while and so the flexibility to specify when the review request email is sent was appreciated.

On the reviews page, you can respond to each one which gives full visibility to your prompt response to feedback.  And when you upgrade to the paid version, the option to enable reviews by product, not just for the company as a whole, gives a host of new options.

 

Read more blog posts about Step 5 Relationship Development by clicking the image below – it will take you to that category on our blog.  Teach yourself how to build relationships with people who will bring new custom to your business.

Symbol for relationship development

bad copy, unclear business name,

What do you do? Explain, clearly or lose leads

I want to showcase this list of three businesses who want to grow their international connections.  Shared by a reputable international facilitator organisation, these exemplify the utter incompetence of smart people when answering the question “What do you do?”.

I despair.

bad copy, unclear business name,

Poor descriptions of business loses leads

How to differentiate your business

We did some work this week with a consultancy who describe themselves as “Family Business Specialists“.  How straightforward.  I know who they advise…. I don’t yet know what they do – but that three word description allows me to filter myself in or filter myself out of using their services.  Either I am or I am not a family business.  Either I need or I do not need a family business advisor.

Who wants to work with an

“Extremely passionate and dedicated consultancy who loves its customers.  We live to server our customers.”

Now maybe this is a clever IT joke “I server my customers, you server your customers etc”. Or more probably it’s a spelling mistake nobody spotted.  Never mind that – every consultancy can claim passion, dedication and customer services.  It doesn’t say what TYPE of consulting they do or for whom.

C’mon.

10 questions to answer before writing your elevator pitch

  1. Who are you and what do you offer?
  2. What is the company history?
  3. Who are the key personnel?
  4. Who are your clients?
  5. Which are your case histories?
  6. Who are your competitors?
  7. What’s different about you?
  8. Who is your target market?
  9. What are your company objectives?
  10. Where does your company want to be in 5 years time?

This is Step 1 in our New Business Development workshop – during which you write a one year marketing plan, and from which you will understand how all the parts of the “marketing mix” join up to deliver successful communications to your prospects.

 

Read more blog posts about Step 1 State your Business by clicking the image below – it will take you to that category on our blog.  Teach yourself, how to describe your business successfully.Symbol for who is your brand in new business development

how to get subscribers to my email newsletter

How to Get Subscribers to My Email Newsletter?

I just started a curated newsletter about personal finance for millennials. Each issue includes 10 curated articles from various sources about investing, budgeting, paying off loans, and etc. I do not have any subscribers yet.

Well done – getting started.

Focus on Your Marketing Assets

Let’s help you work out the key answers you need:  Start with answering these questions.

  1. Do you have a website?
  2. On your website how do you invite subscription?
  3. Have you got social profiles?
  4. On your social profiles, how do you invite subscriptions?

So you’ve guessed, you need to get people to visit a place on the web which you own (website / social profiles) and then invite them to join your newsletter. Consider what ‘offer’ you can make which is attractive to them in addition to getting the articles. Sumo.com has a good WordPress plugin for subscriptions. Also check out Push Notifications as many sites prefer this as subscribers won’t share their email address. I wrote this article about Notifications

Things for you to GrowthHack test

Once you have started the newsletter and finding subscribers, you need to work on continuously improving your offer and the means for people to join it.  Growth hacking is the process of improvement and measurement.

  1. Is 10 articles too few / too may / just right?
  2. What offer can you make to subscribers?
  3. How are you monetising your newsletter?
  4. Which brands can you collaborate with to grow your list with theirs in a joint venture arrangement?
  5. What are your key metrics and ideal customer profile?

Now grow your profile

Get known by answering questions in public which relate to your issue (Financial services) and your audience (millennials).  By showing off your knowledge and linking back to your website or social profile, you can encourage people to remember your brand and respond – starting discussions, which further allow you to show off your expertise.

  1. Good places to start are Reddit and Quora search for questions on your topics of interest e.g. student loans.  Also find niche financial services websites and discussion forums
  2. And also use Google Alerts to search and email you links to places where your key words are being added to the internet
  3. Bookmark websites where these show up regularly.  Approach them and ask if you can write a guest article with a link-back to your website

Good luck and keep up the good work.

This answer was originally posted on Clarity.fm