Plan Your Internet Marketing Process - Elijah Logan Longview Texas

Whether you are a one-map operation of a vast corporation (or any business operation that falls between the two), you need to plan your Internet marketing process if you are going to have any kind of benefit derived from your marketing efforts. The bigger a business grows the more elaborate and sophisticated the marketing tools become. The thing is that these tools can help anyone but unless you are on the larger side of the business pool, you probably cannot hire twenty people to analyze the global market and present a report telling you exactly where your business is, where the competitors are, what they are doing, what you need to do, how to do it, and how much it will cost for how long.

However, just because it sounds so intimidating does not mean that you can it without further thought. You do not need an army of marketing gurus in order to plan your Internet marketing process. All it needs a little common sense and business acumen, both of which can be acquired through education, training, and experience.

The best to go in case you are new to the whole Internet marketing game is to do what is known as «micro level planning». Micro planning is a good way to knowing exactly where you are and where you wish to go from here.

Here is how to plan your Internet marketing process using micro planning.

Being by asking yourself a simple question: Why are you marketing on the Internet anyway? Is it to increase public awareness, to increase sales, just to build a community, or all three? Then you should note down how much of your marketing efforts would be online and how much time you intend to spend on online marketing tasks.

There are many strategies to help you plan your Internet marketing process. Make a checklist of the ones that you would like to use including but not limited to Forums, eBooks, Newsletters, Contests, Banners, Articles, and Viral Marketing.

What type of analysis will your marketing be subjected to? What is the return on investment that you expect and how are you going to monitor it? What is your annual internet marketing budget and how will this be divided among the various marketing strategies that you have selected?

Timelines are equally important because they help you to set milestones. Without timelines you are in constant danger or falling behind or getting confused within your plan for Internet marketing. Keep a strict note for dates and time all projects.

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How Trade Shows Can Help Launch your Business in New Industries - Elijah Logan Longview Texas

Elijah Logan Longview Texas

Are you a small business looking to generate more sales leads? It may be time to get vertical.
According to this recommendation of contributor and Business Refinement, LLC founder Michael Kaleikini, the best way to break into a new vertical is to begin connecting with industry partners who can help you reach decision-makers directly.

One of the fastest and most cost-effective ways to do just that is to begin sponsoring or exhibiting in industry trade shows. Trade shows allow exhibiting companies to:

Gain face-time with prospects and industry professionals: This article from www.MarketingProfs.com shows that decision-makers value face-to-face communication more than any other form of communication for fluid decision-making and purchasing processes.

Build professional relationships that will last the lifetime of your business: An EventView study reports that 62% of senior executives chose event marketing as the discipline that best accelerates and deepens relationships.

Close sales faster and spend less doing it: In addition to exhibiting being one of the most valuable assets for initiating long-lasting relationships, it’s one the most cost-effective methods of lead generation in business. A study published by the Center for Exhibition Industry Research (CEIR) shows that sales cycles that result from trade show leads close faster and cost less to close than outside sales leads; $550 and 1.4 sales calls compared to $997 and 3.6 sales calls, respectively.

Participation in trade shows provides businesses with a smooth transition into a new vertical, with the potential to achieve big results quickly.

Mark LaCour of modalpoint, a company that helps organizations sell their products to the oil and gas industry, has seen the power of trade shows first-hand. «After sponsoring a breakfast track at a trade show, I watched one of our clients go from zero dollars of revenue from the oil and gas industry to ten million dollars in twelve months.»

Has your organization expanded into another industry using trade shows? Share your insights. Want more information on B2B trade shows? Visit the blog at ElijahLogan.com and connect with me @EliLoganTx

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Working With Manufacturers’ Reps And Succeeding At Trade Shows

Elijah Logan

Manufacturer's reps represent importers, manufacturers, exporters, or any combination of the above. The companies they represent pay them a percentage, usually a percentage of the total order. The reps only get paid when they sell. The importance of reps has been diminished by the Internet era. More-and-more businesses are connecting with manufacturers through the Internet, eliminating the need for expensive reps.

Manufacturers’ reps usually represent many companies. They specialize in industries such as gift, building materials, cosmetics, etc. A good rep can help you identify the hottest products, industry trends, and fashionable companies. Through one rep you may be able to connect with many companies, saving you time and legwork.

Many reps are doing more than selling. Some reps may train you or your employees the use of the products they sell. They can help you become an expert about the product they sell. Treat them as a resource not just another sales person.

Trade shows offer multiple opportunities for you to spot upcoming trends, network with manufacturers, importers, and wholesalers. A trade show can be a great resource for finding the right products for your business. There is a trade show for every industry. If you haven’t found one for you’re your industry, you haven’t looked hard enough. New York, Los Angeles, Chicago, Las Vegas, are among the most popular destinations for trade shows.

The most effective ways to locate the right trade show for you is to check with professional associations, trade publications, and convention centers. Trade shows can connect you with hundreds, or thousands, of potential product sources. Attending a trade show gives you the opportunity to demonstrate you mean business. By being there, you establish yourself as a player in your industry. The attendees commit time and money to participate in trade shows that qualifies them as serious buyers. As you meet with key manufacturers you get a chance to compare prices. Being there in person, you have an opportunity to study product quality.

Be ready for sensory overload. Trade shows are fun, but they can be overwhelming. Prior to the show, make a plan and stick to it. Don’t wonder around aimless.

For more trade show and marketing tips visit blog.EliLogan.com and connect @EliLoganTx

Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Reading Trade Shows Report - Elijah Logan Longview Texas

Trade Show Expert Elijah Logan of Longview Tx

Have you wondered how people work out the viability of major trade shows? How they calculate what is feasible and what is not? When it is feasible and when it is not? This is where Trade Show Reports enter the equation.

These reports are written by data analysts who forecast the future growth of the market. The information contained in the reports allows for the individualized planning of trade shows that anticipate the needs of invitees.

What information belongs in a Trade Show Report? Let us look at the following points:

Management associations coordinates (phone and address)
Location for trade shows and dates
Statistics of the show – how many square feet, how many stalls/booths, how many companies are expected
What industry segment(s) took part
Ranking of the events and shows separately and comparatively
Total market size estimate
Benchmarks
Forecasts of market vis-à-vis high ranking products

Data corresponding to the above points will be collected with the help of questionnaires, interviews, and personal discussions. The correct interpretation of data can create a report which will serve as a guide for successfully organizing the next trade show(s).

There are many other trade show reports which cover other aspects, such as:

Analysis of key industries
Possibility of the industry to hire
Whether revenue from exhibitions will rise or fall in the current year
Global, national and regional major growth strategies
Is the cyberspace killing the tradeshows – how much does it matter
Will investment be high in the current year
What growth percentage is expected in the presented this year

Trade show reports are mostly used as guides. But many times they are also used as a follow-up measure as well. There are reports which look particularly at the profile of the customers and try to organize the data captured to draw an accurate picture of the return on investment from the past trade shows, as well as forecast the future trends.

The trade shows reports are invaluable tools to understand how customer behavior, market growth, or recession rates indicate the industries which will grow best, and the demand of products.

For more trade show and marketing tips visit blog.ElijahLogan.com and connect @EliLoganTx

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Hosted Buyer Event Strategies - Elijah Logan Longview Texas

Hosted Buyer Event Strategies

1. Stand-alone: Create a new hosted/appointment-based event held in a unique destination environment.
2. In-show event: Create structured buyer-seller interaction in dedicated meeting spaces at your existing event, and generate additional revenue.
3. Co-located: Target a unique audience demographic by holding your hosted event at the same time and in the same city as another event. This can create crossover attendance and sponsorship opportunities.
Appointment-Based Hosted Buyer Model: A Different Value Proposition
Hosted-buyer events vary in a number of ways from traditional exhibitions:
1. Unique audience model: At a hosted-buyer event, the audience is prequalified and, typically, hosted (paid for) fully or partially.
2. Unique «supplier» model: «Supplier» vs. exhibitor. Suppliers are prequalified.
3. Unique business model: Event staff sells appointments versus booths.
4. Eliminate traditional uncertainty: A hosted-buyer event has a known quantity and quality of attendees. No «hoping» the best buyers will show up.
5. Go straight to desired result: Buyers networking face-to-face with high-quality vendors.
How to Get Participants
Because these events are usually smaller (with a limited number of buyers and sellers) than traditional shows, marketing must be done differently. Here are best practices for bringing the best buyers and sellers together:
1. Network one-to-one: Work one-on-one in a service fashion, developing relationships and learning about the specific business-development requirements of targeted attendees (buyers), and help identify solutions that your clients (sellers) can provide.
2. Use multiple contact methods: Contact individuals directly via phone and e-mail. Do not mass market.
3. Engage individuals online: Social media marketing can be used to generate brand engagement and produce additional leads.

Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

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Determining the Value of Potential Advertising Channels Online - Elijah Logan Longview Texas

Elijah Logan Longview Texas
@EliLoganTx

It’s important for any business to have an online advertising presence. Whether it’s Google AdWords, digital newsletters or industry websites, online visibility is a must in today’s business climate. It’s possible for any-sized business to gain online exposure without breaking the bank through properly evaluating advertising channels and a little Google Ad Words home work.

When you’re evaluating the quality of online advertising channels/ newsletters:

Get information on subscriber/ visitor demographics. In other words, who is visiting the website or receiving the online newsletter? Make sure the readership is in line with your customer base.
How many people visit the site each month? This number will help you determine your cost-per-contact. Just divide the amount you’re spending by the total readership.
Clicks and Click-through Rate: If you’re looking at buying banner space on an online newsletter or digital publication, getting clicks and click-through rate information will help you determine how engaged the readers are with that particular publication. What good is a monstrous readership number if most of them aren’t clicking on anything in the online newsletter?
Do you receive exclusive placement? Most banner ads are shared real estate, which means your ad will be one in a rotation. That effects the number of times your will be served to (or seen by) the readership. That will affect your cost-per-contact number.
Reevaluate cost.Take the total readership and divide it by the number of rotations the space will go through before your ad appears. For example, if your ad is one of ten ads sharing a single space and the website/ online newsletter has a readership of 10,000 your ad will be seen by 1,000 readers instead of the whole 10,000. That new number will dramatically affect your cost-per-contact.
So, what’s an acceptable cost-per-contact rate? It really depends. I know, I know; that answer seems like a cop-out. It’s not. If you’ve found a medium that effectively targets your customer base (especially if you have a product that serves a niche market) and if it reaches the people within that market that can make or influence purchasing decisions, a high cost-per-contact may be absolutely worth it. That’s why investing a little time in qualifying potential adverting channels is worth a try.
Next week’s post will cover information on Google AdWords and how to customize a campaign that delivers results and makes the most of your investment. To get a head-start, check out Google AdWords’ extremely helpful FAQ section at goo.gl/ZQyrO9
Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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How to Build A Social Media Strategy - Elijah Logan Longview Texas

Social Media Expert Elijah Logan

Ask Yourself These Questions
Stahl suggests that, in developing your social media strategy, you ask yourself the following:
1. WHAT formats are we going to use? (Blogs, video, charts.)
2. WHY does anyone care about what we’re doing?
3. WHY does this provide business value?
4. HOW are we going to deliver the message? (What are the best social media platforms for reaching your audience?)
5. HOW should we say it? (Tone of voice.)
6. WHERE will we get the content?
7. WHERE can we syndicate the content?
8. WHEN will content be published?
9. WHEN will it need to be updated (and how frequently)? Set expectations. (For example, Twitter: one to two tweets per week starting six months in advance of your event, and three to four tweets per week from two months out.)
10. WHO is responsible for the content? Assign content to the appropriate parties, and assign someone to oversee the efforts.
11. WHO will maintain it over time?
Where Will We Get the Content?
An integral part of your strategy will be in determining what content you are going to post and where your social media team will get the content. Stahl suggests these areas are among the most valuable content sources:
1. Editorial: Magazine and online news.
2. Marketing and public relations: Printed pieces, website, and industry and event news.
3. Educational/learning: Session tracks and speakers.
4. Show-logistics updates.
More Hands-On Tips
1. Tweet each new speaker you book, using the speaker’s or his/her company’s Twitter handle to alert them of the tweet; Encourage all speakers to retweet your announcement (most will anyway). Also, tag them on Facebook mentions and via other social media channels you use. This can significantly expand your reach and expose your speakers’ followers to your show.
2. Tweet every exhibitor and sponsor you sign on, using the company’s Twitter handle. Same idea as above.
3. Organize Facebook chats or Twitter chats with select speakers; promote them to your audience via social media and e-mail alerts. Ensure that the chats include information your audience will find valuable.
4. Conduct Q&As with select speakers, providing information and teasing (soft-sell) the upcoming session and event. Publish it online and promote it via social media channels.
5. Conduct Q&As with select exhibitors and sponsors about emerging products and trends among their clients. Be sure these are not sales pitches.
6. Encourage your speakers and vendors to use their social media channels to promote their participation in your events. Provide them with event hashtags (e.g., #growyourshow) and industry hashtags (e.g., #expochat), as well as the event URL. Tell them how to shorten links (or better yet, provide shortened links).
7. Determine the leading tweeters (or people on other platforms) and bloggers in your industry and invite them as guests to your show to tweet and/or blog about it.

What are your thoughts? Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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A Quickie on Banner Stand Exhibits - Elijah Logan Longview Texas

By Elijah Logan Longview Texas

Banner Stands are a high impact, inexpensive and attractive medium of advertisement. They are usually found at exhibitions, trade shows, retail stores – just about anywhere the potential customer can be attracted by high wattage graphics.

The attractive thing about banner stands is that they are portable, flexible and easy to set up. There are different kinds of banner stands like retractable or rollup, pole, telescopic and others. The technology that enables the high quality of graphics and photos has added to the beauty of banners.

While organizing banner stands for exhibitions, there are many choices to deliberate on. For a portable trade show, the choice is between a fully customized exhibition and a portable exhibit.

The general opinion is that a portable is much better than a customized banner stand. For one, portable systems cost a fraction of a custom built one. The exhibition center built by portable is ready in a jiffy compared to the custom built systems.

Another advantage is that you can handle and test the system before using. It is flexible and can be used again and again. Also, portable systems are ready to pack and easy to transport.

Choosing the right banner stand may be considered care fully. Banner Stands can be divided into indoor and outdoor. Indoor exhibition banner stands are used for retail exhibitions and trade show conferences, indoor events and sales promotion. This category can be further divided into retractable and pole banner stands. Pole stands are cheap and strong. Roll up or retractable are easy to set up, with safe casing for graphics, and are easily portable.

Outdoor exhibition banner stands are suitable for outside use. They are weather proof, wind resistant and need outdoor resistant graphics.

Exhibition selling and advertising can energize the dullest of products with colorful and attractive banner stands. Banner stands exhibits are crucial for attracting potential customers.

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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