Very few small and medium size companies have the resources or content to support a full blown public relations campaign. Likewise, few business owners have the time or skills to be promoters too, writing and distributing news releases, scheduling interviews, writing feature articles, case studies and white papers, planning media conferences and handling day-to-day relations with editors. The bright side is that there are options available to businesses of every size. The key to success is being able to communicate your goals and be clear about the budget you intend to invest.

The next step is to find the right agency or independent practitioner that can achieve the goals you have set forth and is comfortable with your budget. Here are some guidelines to help you in making choices.

You bet it is. For a long time I’ve suspected this, but had no empirical data to support my hypothesis.

A study published in Psychological Science went to the mat on this. Researchers Pam Mueller and Daniel Oppenheimer asked students to take notes on a 20-minute video lecture using either longhand or a computer that had been disabled for any other use (the idea was to remove the distractions that have given note-taking on computers lower marks for memory and comprehension).

“Even if you are using computers exactly as they’re supposed to be used, might that still be hurting learning?” is the question Mueller posed.

I’m in Chicago so “where it’s at” is common lingo!

I’m here to tell you face-to-face marketing is certainly where it’s at. Consider this:

  • Tradeshows and events are the second most effective tactic in a marketer’s mix, after their company website. (Forrester)
  • 87% of consumers said they purchased the brand's product or service after an event at a later date. (EMI & Mosaic)
  • Attendees spent an average of 8.3 hours and 2.4 days (per show) visiting exhibits at trade shows. (EXHIBITOR Magazine)
  • The cost of an initial face-to-face meeting with a prospect is $96 for an exhibition lead compared to $1,039 without an exhibition lead. (CEIR research)

Social media and smartphones will lead to an increase in illiterate children within a generation, warns Howard Jacobson, a Booker Prize winning author. “We will have children who can’t read, who don’t want to read.”

He believes these technologies are having a damaging effect on children’s language use. He said communication via social media and mobile phones removes the nuance and irony from conversation.
“If Trump doesn’t destroy us in the next year, in the next 20 years, social media will have destroyed us,” he said.

“I can’t read any more as much as I used to,” he added. “My concentration has been shot by this b***** screen. I can’t do it now — I want space, I want white pages, light behind the page.”

Here are seven ways to use communication products and tools to promote your company before and during trade shows.

  1. Get familiar with the exhibitor tools the show provides as part of show services and marketing. It’s usually on the website.
  2. Make sure your company profile is accurate.
  3. Take advantage of everything the show offers for free.
  4. Use the show logos and banners which are also typically online.
  5. Send out customer invitations.
  6. Leverage the power of the press. If the show has a press room or media center make sure to submit press releases.
  7. Promote your company and your booth through social media platforms.

 

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