Etips is a publication of:
Your Guide to Professional Web
Site Design and Development
Hello,
Welcome to this week's edition of Etips.
Congratulations to everyone who purchased the new Make Your Own Software
program.
For those who may have missed it, Make Your Own Software is a new
software program that will enable you to create an infinite number of software
programs that you can sell and keep 100% of the profits royalty free for
life! What's more, you don't have to write a single line of code.
Visit the Make Your Own Software site for further information:
http://www.web-source.net/cgi-bin/t.cgi?l=myos
-------
Word of mouth is one of the best ways to get the word out about your products
and services.
In this week's edition of Etips, Susan Friedmann of thetradeshowcoach.com
will assist you in creating a "Buzz" for your products or services.
I hope you'll enjoy the publication.
To your success!
Sponsor Message
 The Power of Buzz
By
Susan
Friedmann Copyright © 2004
How did Hotmail gain over 12 million
subscribers in 18 months? How did the very low budget movie “The Blair
Witch Project” become such an incredibly successful phenomenon? The
answer lies in the power of “buzz.”
Buzz or word-of-mouth marketing influences more people to buy, or not to
buy products and services, than most other forms of marketing. Why is it
so powerful? Basically, we have a need to share information as a means of
communication and also as a way of understanding the world around us. Often,
we base many of our purchasing decisions on information gleaned from friends
and well-respected associates. We tend to listen to them more readily than
most mass-media messages.
In his book “The Anatomy of Buzz,” Emanuel Rosen states, “most
marketing today ignores the power of buzz and tries to influence each customer
individually.” He believes that “buzz travels through invisible
networks that link people together. Noise, skepticism and connectivity all
influence today’s buzz.”
As exhibitors you need go no further than the tradeshow floor to find a network
that creates a real buzz. It starts prior to the show, gathers momentum at
the show, and then slowly dissipates after the show ends. Every exhibitor
has the power to influence the buzz. It all depends on product/service quality,
marketing savvy and the decisions made.
I recall visiting a telecommunications show a couple of years ago when the
buzz on the show floor concerned a Fortune 100 company and major player in
the industry, (who shall remain nameless). The talk centered around the image
of their booth which wasn’t quite up to expectations. The buzz went
like this: “The ABC Company has gone cheap. They must be having financial
problems.” It’s gossip like this that starts the wheels of the
“rumor mill” turning and can even create havoc on the Stock Market.
Remarks like this often have very little bearing on reality, but people make
assumptions and decisions based on what they see and hear. Obviously, the
originating source of the buzz plays a key role in its basis for truth.
I’m sure that you would much prefer any tradeshow buzz to be positive.
Since talking about products/services makes economic sense, how can you use
the buzz to add to your existing marketing efforts? I’ve put together
ten guidelines for you to consider:
1. Brainstorm all possible groups of people who might be interested in your
products/services. Consider including the media, opinion leaders, influencers,
lead users, politicians, analysts, etc. Don’t forget chat rooms and
newsgroups although buzz still spreads primarily by personal interaction.
2. Research how information spreads among your customers. Ask them how they
usually learn about new products/services. Who are their major information
sources? Who’s information do they value? You’re primarily looking
for groups of people rather than individuals. However, don’t discount
individuals, as they may well be a powerful opinion leader.
3. Develop a clear and concise message highlighting the product/service benefits
you want to filter through these different groups. Zero in on your
product’s uniqueness and what it can do, for example, to help save time
and money – two basic elements most people seek.
4. Think about ways to tap into these groups to spread the word about your
products/services. Use these in addition to your existing marketing efforts.
Never rely on just one means of connecting with you target audience. Your
credibility is enhanced through different marketing mediums. For example,
exhibit marketing could include pre-show advertising, at-show sponsorship
and post-show, a trade publication article. The more ways people can hear
and see you the better.
5. Offer prospects easy ways to try your product/service. For example, the
makers of Pictionary gave demos in parks, shopping centers and other gathering
places. The tradeshow floor presents excellent opportunities for this.
6. Come up with other creative ideas to enhance tradeshow show demonstrations.
What can you give people to take away to remind them of your company, products
and positive show experience. Think about something that will help create
the buzz. It’ll have to be more creative than a keychain or stress ball.
The more product-related the better. You want people to remember and talk
about you – positively!
7. Look at special groups whom you might offer a product discount, a loaner
or even for free. You’re looking for groups/individuals where the direct
product experience will help spread the word. For example, when FedEx started
out, it offered free shipping to show people how their program worked. America
Online continuously finds ways to offer hundreds of free hours of trial usage
to entice new users. I recently saw a display of free CDs at WalMart.
8. Use press conferences for major announcements, new product introductions,
but only if they are truly new or improved, or general industry trends -
what’s hot and what’s not. Realize that editors are interested
in timely newsworthy information; industry trends, statistics, new technology
or product information. The media get very upset attending a press conference
which is poorly organized and where there’s nothing newsworthy.
9. Use sneak previews at tradeshows to build anticipation and help create
a buzz on the show floor. Give people a fun experience and a behind the scenes
view of what’s coming. TV and the movies have got this down to a fine
art with their coming attractions. Siemens just did this extremely successfully
at the recent CTIA show in Las Vegas. They organized a live marketing
presentation with a futuristic theme that featured a digital phone prototype.
They certainly created a buzz, which had people, including myself inquiring
about the product’s availability.
10. Make use of tradeshows to educate your target audience. People are hungry
for information. Investigate opportunities to speak either during the workshop
sessions or incorporate an educational session into your display.
The power of buzz far exceeds many conventional marketing vehicles. It is
probably the oldest, most well-used and valuable one out there. Look at how
you can make it an integral part of your existing marketing plan to influence
the voices in your industry.
About the Author:
| Written by
Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author:
“Meeting & Event Planning for Dummies,” working with companies
to improve their meeting and event success through coaching, consulting and
training. Go to
http://www.thetradeshowcoach.com
to sign up for a free copy of ExhibitSmart Tips of the Week. |
|
Sponsor Message
Highly Recommended
Start your own Internet business
from home. Build residual and leveraged income to create real wealth. FR*EE
Training and support, websites and products all provided! - ZERO RISK!
Visit
the site...
| Tip of
the Week |
 |
Branding will play a role in
your online success. Make sure you place your company logo and slogan in
the top left corner of each page of your web site. This will not only assist
your visitors in remembering your site, but it will also give your pages
the same look and feel.
Today's tip is an excerpt from the highly acclaimed
Web Design Mastery series.
|
| Syndication
Feeds |
|
| Internet
Marketing and Promotion |
|
| Business
/ Sales |
|
| Web
Design |
|
| Dr. Kevin
Nunley's Biz Tips |
|
| Web Site
Design Tips |
|
|
Sponsor Message
|
Web Development
Resources |
Get any of the following software,
reports, ebooks and courses completely fr*ee...
Fr*ee Software - Build Your Own Money Making Site in 15
Minutes or Less ... Launch Your Own 75+ Page MEGA Site Today using a
revolutionary new software program that generates profit pulling websites
at the push of a button!
30 Days to Success - A complete step by step guide to
making money online. This ebook is a MUST read if you'd like to make some
serious money online and jump start your Internet business.
Home Business Tips - Ordinary people are making EXTRAORDINARY
money WORKING FROM HOME on the Internet! Get FR*EE info by email.
Professional Web Site Design Course - FR*EE Intensive
10-Day Web Site Design Email Course. Learn how to design a professional web
site.
eBooks: A Complete Guide to Self-Publishing - A complete
step by step guide to creating your own ebook including; researching,
brainstorming, design, compiling and more. This ebook may be customized with
your affiliate id (40% commission) and may be freely distributed.
How To Create Multiple Streams of Niche Profitability
- If you're looking for a great way to significantly increase your profits,
this report is for you -- quick tips for maximizing your niche product's
profitability.
Blogging Secrets - Turn your personal opinions, rants
and raves, into new subscribers, loyal targeted traffic and a flood of new
customers and
income.
Netwriting Masters Course - Want to sell more? Write better.
Write smarter. First, write to PREsell. Then write to SELL. The *ONLY* course
on the Net that shows you how to do BOTH. And it's free!
Affiliate Masters Course - Become a high-earning affiliate
champion. Learn the secrets of the super affiliates and substantially increase
your income.
Service Sellers Masters Course - Attract new clients from
around the world... Or from around the block.
Make Your Net Auction Sell! - The Masters Course Start
and grow a profitable Net auction business. MYNAS! --> Now Fr*ee!
Webmaster BUSINESS Masters Course - Show Webmasters how
to run the BUSINESS of WebMastering... Super-assisted, of course, by the
ultimate PRODUCTIVITY tool.
Make Your Price Sell! - The Masters Course "How much money
are YOU leaving on the table?" Price with complete confidence & double
your Net profits. |
You are subscribed to Etips as {FIRSTNAME} / {EMAIL}
Web-Source.net
Products: