Just got back from the Cannabis Collaborative Conference 6.0 at the Portland Expo Center last week, and put together a podcast-slash-video blog about the event. Got a chance to interview half a dozen exhibitors about what they see as big challenges and best opportunities in the cannabis industry.
Also be sure to check the photo album I put up from the show, and my most recent advance look at the show here.
Thanks to the following folks for allowing me to put them on video and add them to the show!
What can you do to make your small company look bigger than it really is? And why would you want to do that? Perhaps you like the idea of being a small company, positioning yourself as a boutique company that specializes in working with a very specific type of client. A client that can afford to pay a little more for the personal service that you, as a small company, can provide.
Can They Find You?
Perhaps maybe the question isn’t that you should look bigger, but to make sure that the right companies are able to find you. It used to be that a prospective client would start to judge you on the size of your brick-and-mortar store. Then they’d gauge your ability to handle their needs. Sometimes a small neighborhood hardware store with personal service will serve a customer better than a big box store.
Back to the original question: how can you look bigger than you really are? And a secondary question: how do you attract the right customers?
Perception is everything, especially in a first interaction or first notice of a potential customer. What are they looking for and what do they find? I’m guessing that 98% of your potential client’s first interactions will be online, even they’ve gotten a referral. They’ll plug a search term in and click GO. They’ll look through the first 5 or 6 results, click one and spend a few seconds eyeing your website, if you were lucky enough to show up in the top half-dozen search results. If they have a name of your company, they’ll search directly for you.
One way to appear bigger – to show that you have a larger reach than companies bigger than you – is to blog. Consistently. Hundreds of people come on the TradeshowGuy Blog every month through random searches. The most popular are the ones that might surprise you. For instance, one of the most-viewed pages so far this year has to do with how a SWOT Analysis applies to tradeshows. Yeah, really. And over half of the companies that find that blog post are not from the USA. Another interesting factoid.
With over 700 posts in the past 9+ years, the search engines have archived them all, so random tradeshow-related searches will find them.
There are that many posts because years ago I made a commitment to post regularly and write about as many tradeshow-related topics as I could think of. The goal was to just do it (because I like writing and publishing) and see what benefits might accrue.
What about the page views of the TradeshowGuy Monday Morning Coffee vlog/podcast? While individual podcast posts aren’t in the top ten most pages, the category search of podcasts is in the top five most-viewed. Which tells me that while a specific podcast might not get a lot of views, people are searching the category to see what’s been posted recently. That tells me the podcast is gaining a little traction. Which also tells me that the time investment is worth it. Not only that, but each interview helps build relationships with those people, most (but not all) of which are in the tradeshow industry.
Someone asked me once if blogging, podcasting, publishing a weekly newsletter, posting videos on YouTube channel and spending time on social media actually gets me business. In other words, they’re asking if they should make the time and energy commitment to see if it gets them business? There is not a simply answer to that question. Let’s look at where business comes from. In 2016, 2/3 of our business at TradeshowGuy Exhibits came from people that found us online. In 2017, it was less than ten percent. In 2018, there’s not much to show on the bottom line (yet) as a direct consequence of people finding the blog and then contacting us to make a purchase or to inquire about a project. But when I do communication with people, either through cold calling, prospecting with people I know, or via email, when I bring up the blog or send a link to a pertinent blog post, the feedback is always positive. Especially when they see the depth of article on the blog with the number and types of posts (video, audio, photographic, lists, etc.).
Speaking of video, I’ve had a YouTube channel for almost a decade. In the beginning I had no idea what I was doing other than creating a few how-to videos and tradeshow advice and posting them. It wasn’t regular and not many of them were viewed more than a few dozen times. Although the first ever post has over a thousand view. In a sense, that’s still the case, although I do create a video version of my podcast and post it there as another way to get the content out there.
And that’s what all of that is about: creating content. Always. It’s not easy, but having done it for years, it’s not that hard, either. I just make time to do it.
Does the blog make TradeshowGuy Exhibits look bigger? In a sense, yes. So does the weekly podcast/vlog and the newsletter. It puts more and more materials out there online where searchers can find us.
Exhibit Design Search
Frankly, so does the Exhibit Design Search, which is a branded search tool that looks just like it’s part of our lineup of websites. EDS is the work of our main design and fabrication partner, Classic Exhibits, and we use it all the time. When we send some ideas from EDS to potential clients the reaction is often “Wow! I had no idea you could do all of that!” Aligning yourself with a company that offers such a great tool definitely makes us look bigger.
I’d add that using solid sales techniques, creating and executing a plan is part of the process of making TradeshowGuy Exhibits look or feel bigger than it might really be. I spent a year with Sandler Sales Training and picked up a ton of great ideas and techniques along with good strategy and a much better understanding of how buyers operate. Knowing how to approach people in a non-threatening way with an eye to understanding their needs has been valuable to the success we’ve had.
We also have a handful of other URLs that are used for various purposes. For example, TradeshowSuccessBook.com is a landing page that offers a free digital download of my first book in exchange for subscribing to my newsletter. TradeshowSuperheroes.com is a book-specific page solely for the purpose of promoting and sharing info on my second book. TradeshowExhibitBuyersKit.com is a landing page to promote a package of tools we put together aimed at potential exhibit buyers (as you might imagine!). And TradeshowGuyWebinars.com is a collection of webinars we’ve put on at TradeshowGuy Exhibits.
If you’ve followed me for any length of time, you are probably aware that I’ve been active on social media from the very beginning. That happened because I like to play with new toys, and social media seemed like something fun to play with. I’ve bounced back and forth from Twitter to Pinterest, from YouTube to LinkedIn, to Instagram and Facebook and back. It’s a great to engage with people, share opinions, point to blog posts and podcasts, and to see what other people are up to. I’d rank the usefulness and effectiveness by putting Twitter on top, followed by YouTube, then LinkedIn, Instagram, Facebook and Pinterest. But that’s subject to change!
Making the Clients Look Good
Finally, what’s important to me is that when we deal with clients and prospects, we want them to know a couple of things: when you work with TradeshowGuy, you’re almost always working directly with the head of the company. And secondly, we want you to know that our success is tied directly to yours. If we make a company’s tradeshow manager look good to their boss by doing a great job, by providing an excellent service, by designing and fabricating an exhibit that gets extremely positive feedback, we’ve done our job. If we make you look good, we feel good. By standing tall when it comes to delivering great products and service, no matter our size, we look gigantic to our clients. It’s as simple as that.
Since social media has become such an integral part of today’s online world – what would you do if you had to withdraw from Facebook, Instagram or LinkedIn? – I think the approach to how it is effectively used has changed. And it comes down to a number of factors. I’ve been thinking recently about how my use of Twitter, Facebook, Instagram and LinkedIn – and to some extent, YouTube – has changed over the years. Thought it might be fun to spend a little time going over that here.
Let’s start with a recent change. When I first got onto Instagram, the name TradeshowGuy was in use, so I picked TradeshowExpert and moved on. Last year, in the process of registering TradeshowGuy as a trademark, I looked again and discovered that TradeshowGuy was no longer being used on Instagram, so I grabbed it. Figured the more accounts I could get with that handle, the better. I use the TradeshowGuy handle on Twitter, Instagram and Pinterest. And have my eye on at least one more.
Back before we called it social media, we called it “Web 2.0,” which as a usable term was doomed from the start. I had heard about Facebook, and joined on June 1, 2007, when there were just over 20 million users. Yeah, I know, right? 20 million!
For years, I had just a personal account with Facebook, but eventually created a number of organization pages, including TradeshowGuy Blog on Facebook. I tend to not post a lot to that page, because it’s never gained much traction, with only 355 current followers. My newsletter automatically posts to the Facebook TradeshowGuy Blog page, and a few other items, but it’s lagging in my attention.
I joined Twitter on November 19, 2008. That’s when I first used the TradeshowGuy handle. It’s one month before I first posted on this blog. The first blog post came about when I interviewed Magic Seth for an older podcast that I was currently doing. The podcast was very random, with no rhyme or rhythm. Twitter took a little getting used to. Today on Twitter I jump in and out, and admit it’s my most-used platform. I’ll frequently use Hootsuite to schedule about 3-4 daily tweets, focusing on a mix of promotion of blog posts, videos, podcast, products and some totally random fun stuff. When I’m “live” and not putting out scheduled tweets, they usually are a mix of personal photos, retweets, links to articles I’ve found in and out of the tradeshow world and things that just interest me. And of course, when people respond or like tweets, I try to acknowledge them with an upbeat response. I also admit that when I just want to zone out and scroll through some social media feed these days, Twitter is my game of choice. It edged out Facebook a couple of years ago.
I signed up for a LinkedIn account on April 17, 2006. LinkedIn is a good platform for engaging with connections and entities and people you follow, and for letting people know about new blog posts, podcasts and videos. Engagement is modest, but it seems to be consistent. To me it’s all about presenting yourself as a likable, easy-going person (because that’s what I feel I am!) and avoiding religion and politics. In today’s fractured tribal world, I’ve found through experience that if you post a strong political opinion it can blow up in your face. And it’s typically unpleasant. For that reason, I stick to business.
Instagram, being a visual medium, is also great for business and personal. Given that the account has the TradeshowGuy handle, I do tend to toss a lot of business related photos up, but certainly not exclusively. My friends and family know me as TradeshowGuy, so it works both ways. And as I learned a loooong time ago, you really can’t keep your personal life and business life separate, no matter how hard you try.
The YouTube Tradeshow Marketing channel is used (almost) exclusively at this point for posting the video versions of my podcast. I do use it for other types of videos, but only sporadically. I took a look and see that my first video was posted November 2, 2008, right around the time I started this blog, got on to Twitter and more than a year after I joined Facebook. I am a little surprised that the first video has over 1,000 views! You’ll also find how-to videos, and some fun stuff in there as well.
Pinterest is my least-used social media platform, and I think that’s a bit of a shame, because when I do go there, I like it quite a bit. I occasionally will add pins to the various boards I have, many of which revolve around technology, music and movies and other fun things. I have noticed lately that there are almost 6,000 views of the various pins I have, so maybe I should spend more time there! But in my experience, creating new pins by uploading photos is a bit tedious, which is probably why I shy away from it.
Overall, while I’m still pretty active on social media, I’ve pulled back from my busier online days of 2010 – 2012. In fact, back then, this blog focused solely on blog posts about how to use social media with events, conferences and tradeshows. After a ton of articles with just the social/event focus, I opened it up again to the wider world of tradeshows and events. I think social media is important, and when I’m at an event, I’ll make sure to post a least a few things on a handful of platforms. I’ve found that Twitter is the go-to for most event-goers, and Instagram is a strong second. It’s easy to include hashtags, easy to share, easy to search, and generally a cleaner look than Facebook.
What about video? I use pre-recorded video regularly on the vlog/podcast, as you probably know. But here in 2018, live video is how a lot of people roll. You can hardly go a day or two without seeing some famous person such as Gary Vaynerchuk or Peter Shankman doing a live video on Facebook or Twitter or Instagram. I’ve done a handful, but my preference is recorded. Live video is fun, but it’s not really in my wheelhouse, and unless I’m on the road and have something interesting to talk about, I’d rather not just do live video of me, you know, having breakfast or something. Like some other people! But I expect I’ll do more live video as time goes on.
The most important online real estate you can have as a business, whether small or medium, is a blog. With all of the other platforms, you don’t own the platform. Rules can and do change, and those changes can have a big effect on how people find you or interact with you. And if you do something against their rules, you can find yourself closed out of your account, and you have to fight to get back in. Doesn’t happen often, but it does happen. With a blog, you are leasing a service which hosts your blog, but you own the content, and you control how it looks. Does it work? Yes, to a degree, but blogging and using social media doesn’t automatically bring new business in. In 2016, fully two-thirds of my company’s business came from people that found me online. It hasn’t been that significant since then, but to me, being out there on social media, and regularly creating content on a blog is one of the best and cheapest ways to be found online – and when people are ready to buy, they go looking for someone that can solve their problems.
Engagement is Key
The bottom line to a successful social media program is to understand three things: realize that it’s a never-ending task, that you have to be yourself – even if you’re representing a company brand – and that you have to engage. That means responding when people comment or ask questions. And don’t wait a day or two or a week. Respond as close to real time as you can.
No doubt there are over a million tradeshow blogs dedicated to just the single topic of tradeshow marketing, wouldn’t you say? More? Less? No matter how you add them up, it seems like a lot. And now and then I peruse the Google machine to see what new listings show up. Not to brag, but what’s interesting to me is that this blog – the TradeshowGuyBlog – shows up on a few of these lists. Nice! Let’s review:
10 Tradeshow Blogs You Need to Read is from Exponet, and for some reason I made the top listing. Hey, the guy even acts as if he knows me. Published last month, he even mentions the TradeshowGuy Monday Morning Coffee podcast/vlog, so you know he’s on top of it! TSNN and Exhibitor also made the cut on this list. (Unfortunately, in October 2018 this link no longer works)
What is the state of the TradeshowGuy Blog in 2017?
This blog started in December of 2008 with a podcast interview with Magic Seth. Since then, there have been 600+ posts that discuss and explore the tradeshow world and what it takes to succeed as a tradeshow marketer. The aim has always been to give useful information to small and medium-sized business tradeshow managers. In many ways, it’s succeeded beyond my wildest dreams. In some ways, I feel there’s much more work to do.
I started the blog when I was VP of Sales and Marketing for Interpretive Exhibits in Salem, Oregon. I picked the name TradeshowGuy mostly at random, but it wasn’t without some spurring by an old radio colleague who, when asking about my new job, I said I was no longer a radio guy, I was a tradeshow guy.
“Tradeshow Guy!” he exclaimed. So for lack of anything better, I named the blog TradeshowGuy Blog and it’s stuck. Hell, it’s copyrighted now and my company is named TradeshowGuy Exhibits, so it must have been a good pick.
Over the years I’ve followed some of the metrics associated with the blog, but I can’t say I obsess on them. In about the fourth or fifth year of the blog, shortly after I started tracking traffic using Google Analytics, I discovered there were about 3000 visitors a month. Not a ton, but certainly nothing to sneeze at. That was when I was posting as often as I could manage something substantial. Two or three years later I was too busy to post much and I noticed that traffic had dropped to about a tenth of than, around 300 a month.
Since then I’ve endeavored to post 2 – 3 times a week. Something. Anything: photo albums, tips, lists, videos, you name it. Traffic is now at its highest. According to Sitelock, human visitors add up to over 6000 visitors a month – about 210 a day over the past three months.
Buuuuut, when you look at Google Analytics, it shows 938 page views in 716 sessions with 632 users in the past month.
So who to believe?
Sitelock tracks both human and bot traffic and separates them out. Bot traffic is usually 10 – 15 times more than human traffic.
Any way you look at it, traffic is there and it’s consistent.
According to Google, 63% of visitors are there from organic search, and 26% comes from direct links (such as a newsletter). 8% comes from social media links.
I could ramble on and on about what it takes to come up with content for the blog for hours. In fact, I have taught courses about blogging, and done webinars about blogging and creating content. But that doesn’t make it easier. In fact, I don’t even know if I have a process. But I do have a goal: create at least 2 – 3 posts per week. If I do that, I know that traffic comes and people find me more often.
Content can come in many forms. Articles, video posts, podcasts, photographs, lists, guest articles, web travels and so much more. I still get a kick out of creating a great posts and clicking ‘publish.’
And I know it works. Our company TradeshowGuy Exhibits, see business as a direct result of people finding the blog and reaching out to make contact because they have questions about tradeshow marketing. Last year, in fact, over half of the business we did in dollars came as a direct result of people finding us online and either sending an email or filling out a quote request form. The year before, I know we acquired at least three clients as a direct result of the blog – so I know it gets attention in the tradeshow marketing industry space. But there’s no direct push-button response. There’s no way to predict these things! I can’t write eighteen blog posts and put up three videos to get a client. It just doesn’t work that way – if only it did! But when I started the blog eight years ago, I figured it couldn’t hurt. But as I said, it’s not predictable, so I don’t count on it – it’s just an additional benefit. I still do sales calls, attend tradeshows, network and prospect as any good sales person should.
Blogs are not the platform that they were six or eight years ago. Popular blogs back then got a lot of comments. Now most comments end up on Facebook and comments on blogs, even really popular ones, tend to be much less than just a few years ago. Facebook is the giant gorilla in the online space, and yes, you can find our TradeshowGuy Blog page here on Facebook, where all of the posts show up.
And finally, it’s worth mentioning that I’m ramping up my online visibility with the TradeshowGuy Webinars training portion. For all of 2016 I did a webinar a month, usually with a guest but sometimes not (you can find them here), and as the year wound down I decided to change it up a bit. I still use the WebinarJam/Google Hangout platform which seems to work relatively bugfree, but instead of monthly webinars, I’m doing live weekly Monday Morning Coffee gatherings and posting the video shortly thereafter on the blog. I’ve thought that I should probably podcast the audio as well, but as of today that hasn’t happened yet. I’m still trying to convince myself that the extra step is worthwhile!
If you’re tasked with creating blog content, you know the challenge you’re facing. A blog has a never-ending appetite for content, whether it’s the written word, audio, photos or video.
Guess what? Your next tradeshow appearance can give you weeks if not months worth of material!
To do so, though, you’re got to be prepared. If you’re involved in the blog in any way, shape or form, you likely already have your ears perked up for content ideas. But at a tradeshow it’s easy to get caught up in the chaos and forget to actually make any notes until the show is over. So the first thing to do is to keep a notepad handy. Or whatever device you use to make notes. Could be your smartphone: just open up the audio recorder, make a few comments, put a label and that’s it.
You can get blog post ideas from prospects, visitors and your competition. Ask questions about problems they’re looking to solve and challenges they’re facing. Ask what specific industry they’re in and jot it down. Ask what the hot items are in your visitor’s world. Note what your competition is promoting and what they’re leaving behind that surprises you. Talk to industry leaders if you can find them, ask about products and services that their customers are asking about, and ask about what problems they also face in serving their clients.
Take photos and videos. If you have a client in your booth, ask them to sit down for a 60-second testimonial and ask what they like about your product. Take photos of booth staffers, managers and visitors (make sure you get names of visitors), and post them on your blog and on social media.
Ask your staffers what they learned – what their takeaways were at the end of the show. Ask what worked, what didn’t.
A tradeshow has oodles of ideas for content. All you have to do it be aware, make notes, record bits and pieces with your camera and write it up back at the hotel as well as when you get back to the office. You’ll have content ideas for weeks or months to come!
It must be because I was a rock-and-roller from about the age of eight. Or maybe it was the first time I sat down at a drumset when I was 11 and knew I had to have one of my own. Or maybe it was when I finally figured out at the age of 16 what a bar chord on a guitar was, and how I could move it up and down the neck of the guitar for different chords.
Or maybe it’s just because I gotta have music in my life as much as possible. I listen all day long, and grab my guitar to work on chord progressions, play an old favorite or sit down at the drums often to bash out something.
So you can imagine as my iTunes library’s some 47,412 selections (and counting) is set on shuffle day after day, I hear a lot of music. And that music inspires me in interesting directions.
Like the song I’m listening to now called “The Endless Night” by Return to Forever. I put “tradeshow endless night blog post” the Google box and on the first page was a link to “Ten Very Cool Examples of Experiential Marketing” by David Moth at Ecocunsultancy. Now that’s some inspiration!
Next comes “Red Rain” by Peter Gabriel. Let’s see what happens when I search for “tradeshow blog red rain.” Up came “Running a Live Lab at a Tradeshow” by Redgate on their blog. What an inspired idea for a tradeshow!
Next: “Hidden Treasure” by Traffic. A search for “hidden treasure tradeshow blog” gave me “The 4 Most Annoying Hidden Tradeshow Costs”on the Expo Marketing blog. Hey, saving money on shipping, drayage, deadlines and labor is definitely inspiring!
How about one more? One of my favorite Sixties bands, The Troggs, came along on my computer and played “Girl in Black.” So when I searched for “tradeshow blog girl in black,” on page one was an article from Classic Exhibits’ blog titled “What Not to Wear at a Tradeshow,” which is definitely a good read.
Now that you’re found out the wide diversity of music that inspires me, I want to know – what inspires you?
If you want to create content that really cuts through all of that internet noise, you’ve come to the right place! We recently hosted Lisa Apolinski of 3 Dog Write for the webinar “Creating Content That Cuts Through the Internet Noise.” Lisa is sharp, experienced and shared a lot of great tips in this webinar. Hope you enjoy the replay:
Over the years I’ve done a number of webinars, some for myself and some because other entities have asked me to do so. I’ve thought for the last year or so that I wanted to start doing them regularly, so I’ve committed to a schedule of at least one webinar a month for 2016.
I’ll be using the WebinarJam platform. I checked out a number of platforms, compared costs and related tools, and think it’s a good match for what I would like to do. I’ve also joined Webinara, which is a webinar promotion platform, so we’ll see what happens with that affiliation. Webinara, if you aren’t familiar with them, is a Norway-based company that looks to spread the word about webinars across many different markets. Again, we’ll see what happens with that!
January 20 Webinar: Your Tradeshow Marketing Questions Answered
As for the first webinar, it’s set for January 20, 2016 at 10 am Pacific. I’m going to do a Q&A on tradeshow marketing. So if you have a question, make sure you register for the webinar. It could run ten minutes, it could run 90! I don’t know. We’ll see how many people submit questions or join us online. It should be fun, and in any event, the WebinarJam platform records the webinar automatically and makes it available on my YouTube channel.
Here are the details:
Title: Your Tradeshow Marketing Questions Answered
Date: January 20, 2016
Time: 10 am Pacific, 11 am Mountain, 12 noon Central, 1 pm Eastern