We are in full swing into trade show season, it seems this time of year has the most conferences, trade shows, etc. These events can be critically useful to you and your business but it's important to go into them with a plan and the correct mindset. Here are ten things to keep in mind so that you get the most out of your next trade show or conference.
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Market research sounds like something that only the big boys should be into, but even a small business should at least consider conducting a few research cycles. Market research allows you to understand your customers, keep your company relevant to market changes, and can allow you to set realistic goals that reflect the status of your audience. There are a few ways to conduct an effective market research campaign without having to break the bank.
No matter what industry you're in, and regardless of your company's size, your marketing success is what will make or break the bottom line. You can offer an amazing product or service, but if no one is buying it, your business will fall flat.
The challenge lies in knowing how to best reach your potential clients, and how to clearly communicate to them the benefits of what you have to offer.
The following marketing tips are uncomplicated and universal, and can provide increased visibility and viability for any type of business.
Banks and credit unions have always been viewed as outstanding pillars in the community. Financial institutions are looked upon to help homeowners in need, increase businesses in the area, and assist towns to be recognized and rebuilt. This is a part of their social responsibility. However, they have no idea how to show what they do. This content should be shared with the community and beyond. WestJet airlines, although a very different industry, yet does provide a commodity, has captured the true essence of packaging and distributing great and emotional content.
What are the first steps a company needs to take when considering international expansion?
Replace people with technology. Technology is more consistent, less expensive, requires no supervision never refuses an order. There is the argument that an electronic device will give better customer service than a human.
David Meerman Scott tests Anna from IKEA. Anna is an automation. Through a series of very simple questions, Anna from IKEA proved that she may be retarded and in the end answered only one question correctly.
Programming a digital human proved to be ineffective when helping David Meerman Scott's wife with a bed and mattress.
If you have the opportunity to hire a virtual assistant who is in reality nothing more than digital construct, how will your questions be answered vs. someone with training and experience? They are certainly looking more lifelike. Is this considered customer-first culture?
The good news about the digital virtual assistants which automate customer service:
- If you can invest in virtual speaking avatars, you are able to measure results. Which pages convert, which do not? The speaking avatars don't snitch staplers and never go for lunch. They are not back late from breaks and won't sue the company when someone stupid slips up and sexually harasses them.
This is Part II of a three-part discussion about organizing your business around a “Customer-First” mentality. You can’t train “attitude” when you hire, but you can set up your business so it is structured in a way that makes it easier to attract and retain people with the attitude you need to serve and keep your customers.
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As promised from Part I last week, this week we are going to be a bit more visual. Last week we quoted a study from Bain & Co (“Closing the Delivery Gap“) that called out just how few customers agree with the CEO’s perception of the customer experience they are providing. We then laid out the four core elements of the “Customer-First” Org as:
This week’s “Customer-First Conversations” starts a three-part discussion that focuses on building the org model that positions your business to be truly customer-centric.
