Trade Shows: An example worth mentioning

Clients often ask whether trade shows are a good idea. The answer is, it depends. Trade shows can be very expensive and and not guaranteed to bring in business. Like all marketing strategies you have to see if it makes sense for you and whether this is the best way to reach your target audience.

If you are going to do it, however, copy the best examples. A few weeks ago I came back from a long-term care trade show in Orlando. PointClickCare is now my example of how to do it right.

- A simple booth, but with four interactive demos - visitors don't imagine the product, they see simulated versions that take out the guess work;

- An abundance of neatly dressed staff who know their products inside out;

- No chairs, other than a few for visitors, to keep staff busy and looking alive;

- No clutter, no food, no loitering by other members of the team who don't need to be in the booth; and

- Candy!

But don't take them too seriously.....This is a photo taken by PointClickCare CEO Mike Wessigner of Heath Odem, VP Business Development (known fondly as the 'Booth Nazi'). Heath is wrestling with CTO Dave Wessigner in their hotel at 2:30am after a hard day on the trade show floor and a harder night on the town. At least it appears they are ironing their clothes for the next day!

Dove's Camapign for Real Beauty

Truly an inspiration to all of us in marketing. Another must watch video by Dove Self-Esteem Fund's Campaign for Real Beauty.

What is so exemplary is not just a powerful video, but the entire campaign package that includes everything from workshops and educator resources to a Girls Only Interactive Self Esteem Zone.

Using Facebook for Marketing

For those of us integrating Facebook marketing campaigns into many of our overall PR strategies, Social Media Optimization provides two interesting reports analyzing why Target’s Facebook Campaign was a success and Wal-Mart’s attempt with social media was not.

From my perspective, the interesting discussion to have with clients is their willingness to risk negative public sentiment. You can’t have a successful social media campaign if you fear open public dialogue. Unlike traditional PR, where a media release can control the message - at least until the journalist gets a hold of it - social media relies on unrestricted and uncensored conversation. This is why people trust it for better or worse.

It truly puts to test the PR saying “all PR is good PR”. Before clients embark on this strategy they must do some sole searching and see if this makes sense for them, and if it does, how would they respond to negative comments?