Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.


Measure It!

Everything you do online can be measured in some fashion. So start measuring.

How many Facebook friends does your company have? How many Twitter followers? How many of your tweets are getting passed around by being re-tweeted? How many views did your recent blog post get?

The biggest mistake people make when it comes to measurements, to my mind, is to compare themselves to all of their competitors, or at least a few of their main ones.

Sure, that’s a good number to know – and perhaps important. But you really should start with comparing yourself to…YOU.

Are your key metrics growing or declining? By what percentage? What types of posts (video/photo/blog/tweets) are getting the most attention? What do people react to the most? The least?

Take note of trends. The more you know about what your audience is reacting to and why, the more you’ll be able to give them what they want.

As a volunteer for a local start-up non-profit community radio station I recently had the opportunity to see how our Facebook friends reacted to a local event we put on. The event was the ‘Beggar’s Ball,’ a raucous and rockin’ 8-hour event featuring live bands, a father-daughter circus act, a belly dancer, and a bevy of local non-profits who share their passions and challenges.

It was a great event. Everyone went away knowing they had experienced something pretty damn cool.

During the show we continually posted photos of the acts on the KMUZ Facebook page. Shortly after the show I posted a larger photo album of the show. A few days later I took stock of the number of impressions we made on Facebook, and how many comments we got about the photo postings.

The photos we posted into the KMUZ stream gathered 7997 impressions. We counted over 30 ‘likes’ of the posts, about half as many comments on the photos and posts.

For a small grass-roots-promoted event that drew 200 enthusiastic folks, we considered the event a huge success.

Again, it’s all in context. Now that we’ve taken the measurements of this particular event and our Facebook interaction, we’ll have something to compare to when we do our next event.

If you’re blogging, tweeting or Facebook-posting at a tradeshow, measure it. Compare to next time. And the time after that. Keep the stats. Build spreadsheets and watch the trends.

If you don’t know where you’ve been, how can you tell where you’re and and where you’re going?

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How to Build Your Brand Online Versus Offline

The News' Story


guest article by Jean Watson

When your company is trying to launch and establish its brand, it’s crucial to take advantage of both online and offline brand building methods for maximum brand exposure, visibility, and effectiveness. There are benefits to each vehicle of brand building, but maintaining the popularity of your brand at the forefront is an essential daily task, especially online.

Fundamental Online Benefits

With a Plesk hosting platform incorporated into your brand building marketing strategy, you can utilize the expansive and substantive benefits of the entire Internet for a fraction of the cost of traditional hosting systems. One benefit of online brand building is the enormous exposure your brand can attain at a very cost effective outlay. It’s important to also realize that online brand building can be much more personalized than offline building can be because you have the freedom to highly individualize the psychology of your brand by utilizing distinct links, superior textual content, eye catching graphics, and much more interactive social media tools.

Additional Online Benefits

Brand building online is supremely effective especially with a user interface involving colocation hosting. To be able to differentiate the hardware and software of your choice for the most successful integration of brand building resources is especially effective for most every company, whether new or fully established. It allows much more control and consistency in effectively demonstrating the brand’s value, availability, variety, and versatility to an enormous market of potential consumers. This performance consistency is essential for success.

Principle Offline Advantages

Offline brand building can consist of marketing and advertising elements such as TV commercials, radio advertisements, print and even billboard display ads to start for the most obvious and impressive impact possible. But direct mailing is also highly useful, and short of email direct marketing, offline direct mail marketing can be especially useful for a smaller, more localized brand or company just starting out, if the mammoth financial resources are simply not there yet. Offline branding is also beneficial because companies can reach smaller markets at a more reasonable cost with traditional brand building techniques of publicity and promotion.

Associated Offline Advantages

The effectiveness of offline branding can be due to the fact that it’s normally narrower in scope than the universality of online branding. More specific market niches can be reached with the offline approach. Costs can be controlled better. The target market can have its demographics and socioeconomics studied and approached in very hands on manner. There’s the tangibility factor of having sales staffs being able to physically interact with consumers face-to-face as well, and this can substantively help build genuine brand loyalty at a much faster rate than online brand building attempts.

Creative Commons License

photo credit: acnatta

Jean Watson is an advertising writer for and can be reached at Jean writes about technologies, gadgets and social media.

Tradeshows: The Perfect Place to Showcase Your Brand

I’m halfway through a little book called ‘Branding Basics for Small Businesses’ by Maria Ross, which is full of helpful information, and while reading the book, it occurred to me that there is no better place to showcase your brand than at a tradeshow.


Virtually everything about your company comes into play: image, interaction with the public, products, sales team…it’s all there.

And when you think about branding, don’t mistakenly believe that your brand is just your products and services and your logo. Or your advertising.

Everything about your company transmits and broadcasts your brand.

In the book, Maria gave a great example of how a brand is shouted out by the small interactions.

“My husband and I want to love and support a local bookstore in our neighborhood. Based on location, name and visual identity, the store offers a warm, personal book-buying experience unlike the big box bookstores. Unfortunately, my husband was turned off by an incident that didn’t seem important at the time. One day when we entered the store, someone behind us left the door open as we walked in and they walked out. The clerk glanced up, saw the open door, and headed over in a huff to close it. Her body language told us she was miffed and assumed we left the door open. She nearly pushed us out of the way in her haste to make a point and shut the door.”

As she continues, because one clerk didn’t live up to the promise of the store’s brand, her husband is left with a negative impression of the business – and doesn’t feel like going back.

This little eye-opener should help you focus on the little things: is your staff always smiling and helpful? Do you have enough free samples if you’re offering them? Is the floor of your booth as clean as possible? Do you have staff purses, coats and other personal items stacked haphazardly in plain view of visitors?

Any little thing that’s ‘off’ can create a negative impression. And that negativity echoes through a visitor’s mind long after the show is over.

It’s your company. It’s your brand. Everything from your logo to how you answer the phone to how you interact with people at a tradeshow must be derived from how you would like people to perceive your brand.

At your next tradeshow, pay careful attention and see if all that a visitor sees is a positive representation of your brand. If not, find out how to fix it.

Creative Commons License

photo credit: DaveBleasdale

(the above link is an affiliate link; I purchased the book and recommend it based on the quality of the content)

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