Has this ever happened to you? You decide to participate in a trade show so you print a stack of pricey brochures, spend three days shaking hands and afterwards you’re not really sure what you accomplished. Here are some tips I recommend to my clients to make the most of their trade show investments.
1. Have a goal – like any other business tactic, you’ll get better results if you begin with the end in mind. Are you going to the trade show to meet new prospects? To launch a new product? To take a leadership role in your industry? Know what you’re there to do and then set up every aspect your participation to support that.
2. Have a theme – the best show booths convey a message before the visitor even approaches. Assigning a creative theme to your booth can help you come up with great ideas to support your show costumes, promotional giveaways and handout materials. It is also a valuable ice-breaker. For example, if you’re a travel agent and you want to showcase your Caribbean products, play steel drum music, wear Hawaiian shirts and hand out pineapple shaped pens. You’ll get the message across.
3. Train your staff – Make sure everyone knows what they’re there to do and can talk knowledgably about your company, product and service.
4. Take advantage of the pre- and post- show windows – It doesn’t cost much to send out a mailer with a special offer inviting people to your booth before the show. Contacting people before and after adds only a small amount to your overall costs, but can deliver a big impact.
5. Quickly identify serious prospects vs. “lookie loo’s” – Trade shows are dynamic environments and the fact is you won’t have time to have in-depth conversations with everyone. Use some questions that help you sort out where to focus your time, and know how to send folks who are just looking on their way feeling good.
6. Follow up with your leads – I know this one seems obvious but you would be shocked at how many companies fail to follow up at all with the potential clients they met.
Barbara Wayman, president of BlueTree Media, LLC, publishes The Stand Out Newsletter, an award-winning ezine for people who want to know how to leverage the power of marketing and public relations. Get your free subscription today at http://www.bluetreemedia.com
This article may be reprinted when the copyright and author bio are included.
©2010 Barbara Wayman, BlueTree Media, LLC.
Sunday, September 5, 2010
Sunday, August 1, 2010
The Top 7 Marketing Mistakes New Consultants Make
Becoming self-employed can be liberating, exhilarating, frustrating and terrifying. Often all at the same time. Most entrepreneurs I meet know they need to be doing marketing. They just often lack a clear sense of what marketing is, or they have no idea where to start. Here are the seven most common mistakes I see new business owners making with their marketing (and how to fix them):
1. They don’t do any – New consultants tend to focus their attention on the skill they offer their clients. Usually they are very talented at that skill, they’re just not talented at talking with people about it, or explaining how it will help others. If you aren’t doing any marketing don’t be surprised if the world does not beat a path to your door. People won’t know you’re out there if they never hear about you.
2. They market inconsistently – Although it’s better than not doing any, marketing in a hit-or-miss manner is not a recipe for success. Massive brands like Coke and McDonalds didn’t get that way by approaching their marketing as an afterthought. Without consistent effort it is difficult to stay top-of-mind.
3. They have no plan – It takes a plan to identify the best opportunities and timing to reach your ideal customer. Drafting an annual marketing plan forces you to identify your goals, target audience, geographic market, key messages and the tactics you will use to spread the word. Don’t skip this step.
4. They fail to delegate it – As a business owner you wear many hats but it doesn’t mean you have to do it all yourself. There are lots of administrative assistants, virtual assistants and interns who can take many of the basic tasks of marketing off your plate, freeing you to focus on serving customers and selling.
5. They fail to fund it – While some tactics like social media require only time and no money, other marketing initiatives do require funds. Take a look at your expected revenues and determine an appropriate amount to invest. By seeing your budget as a whole you can better invest those dollars wisely.
6. They see it as an expense and not an investment – When done correctly, marketing is an investment, not an expense. It’s not like your rent which flows out every month never to be seen again. The dollars you spend finding the right people and letting them know about you should flow back to you in the form of new business.
7. They expect immediate results – Marketing is both an art and a science. There is no one silver bullet that will completely provide you with all the business you could ever want. It takes time for your target customer to feel ready to buy, so commit to a long-term view to get the best results in marketing your consulting business.
Barbara Wayman, president of BlueTree Media, LLC, publishes The Stand Out Newsletter, an award-winning ezine for people who want to know how to leverage the power of marketing and public relations. Get your free subscription today at http://www.bluetreemedia.com
This article may be reprinted when the copyright and author bio are included.
©2010 Barbara Wayman, BlueTree Media, LLC.
1. They don’t do any – New consultants tend to focus their attention on the skill they offer their clients. Usually they are very talented at that skill, they’re just not talented at talking with people about it, or explaining how it will help others. If you aren’t doing any marketing don’t be surprised if the world does not beat a path to your door. People won’t know you’re out there if they never hear about you.
2. They market inconsistently – Although it’s better than not doing any, marketing in a hit-or-miss manner is not a recipe for success. Massive brands like Coke and McDonalds didn’t get that way by approaching their marketing as an afterthought. Without consistent effort it is difficult to stay top-of-mind.
3. They have no plan – It takes a plan to identify the best opportunities and timing to reach your ideal customer. Drafting an annual marketing plan forces you to identify your goals, target audience, geographic market, key messages and the tactics you will use to spread the word. Don’t skip this step.
4. They fail to delegate it – As a business owner you wear many hats but it doesn’t mean you have to do it all yourself. There are lots of administrative assistants, virtual assistants and interns who can take many of the basic tasks of marketing off your plate, freeing you to focus on serving customers and selling.
5. They fail to fund it – While some tactics like social media require only time and no money, other marketing initiatives do require funds. Take a look at your expected revenues and determine an appropriate amount to invest. By seeing your budget as a whole you can better invest those dollars wisely.
6. They see it as an expense and not an investment – When done correctly, marketing is an investment, not an expense. It’s not like your rent which flows out every month never to be seen again. The dollars you spend finding the right people and letting them know about you should flow back to you in the form of new business.
7. They expect immediate results – Marketing is both an art and a science. There is no one silver bullet that will completely provide you with all the business you could ever want. It takes time for your target customer to feel ready to buy, so commit to a long-term view to get the best results in marketing your consulting business.
Barbara Wayman, president of BlueTree Media, LLC, publishes The Stand Out Newsletter, an award-winning ezine for people who want to know how to leverage the power of marketing and public relations. Get your free subscription today at http://www.bluetreemedia.com
This article may be reprinted when the copyright and author bio are included.
©2010 Barbara Wayman, BlueTree Media, LLC.
7 Most Powerful Sales Questions
Do you know the difference between a crocodile salesperson and an elephant salesperson? The crocodile salesperson is all mouth, no ears. The elephant sales person is all ears, little mouth.
If you spend all your time talking, you miss the chance to hear what your prospect is thinking and wanting, which is a surefire way to miss making the sale. Recently Jessika Ferm of J.Ferm, LLC and I came up with our top seven questions that can best draw out what is motivating your prospects to buy.
1. What are your goals? –If you don’t know what they’re trying to accomplish, how can you know if you can help them? Don’t assume you know what is motivating your prospect right now. Let them tell you. You might be completely surprised by the real reasons.
2. If you reach your goals by using our product/service how would your life/business be different? – Let the prospect identify the benefits that matter most. This question also help you determine if you can realistically help.
3. What is one of your most important challenges right now? – Pain
problems are bigger motivators than gain problems. It would be nice to upgrade the kitchen sink, but it’s more likely to happen when it’s sprung a leak. Find out what pain problems are motivating your prospect.
4. How long has this been a problem? – It’s helpful to understand how big of a pain the problem is.
5. What have you done so far? – Knowing what has and hasn’t worked may help shape your approach toward a solution.
6. Why is it important to you to act on it right now? – Sometimes people are motivated, sometimes they’re not. As a salesperson, it is extremely helpful for you to know which of your prospects is ready to buy. If it isn’t the right time and they’re not motivated, the best thing might be to work out a plan to keep in touch, rather than try to force things.
7. What is the cost of things remaining the same? – We all tend to focus on the cost of things, but doing nothing also has a cost. This question is a good reminder of that.
Remember, don’t just ask the question, really listen to the answer. As an action step, try picking something from the list above and using it with your next prospect. Notice what happens.
Barbara Wayman, president of BlueTree Media, LLC, publishes The Stand Out Newsletter, an award-winning ezine for people who want to know how to leverage the power of marketing and public relations. Get your free subscription today at http://www.bluetreemedia.com
This article may be reprinted when the copyright and author bio are included.
©2010 Barbara Wayman, BlueTree Media, LLC.
If you spend all your time talking, you miss the chance to hear what your prospect is thinking and wanting, which is a surefire way to miss making the sale. Recently Jessika Ferm of J.Ferm, LLC and I came up with our top seven questions that can best draw out what is motivating your prospects to buy.
1. What are your goals? –If you don’t know what they’re trying to accomplish, how can you know if you can help them? Don’t assume you know what is motivating your prospect right now. Let them tell you. You might be completely surprised by the real reasons.
2. If you reach your goals by using our product/service how would your life/business be different? – Let the prospect identify the benefits that matter most. This question also help you determine if you can realistically help.
3. What is one of your most important challenges right now? – Pain
problems are bigger motivators than gain problems. It would be nice to upgrade the kitchen sink, but it’s more likely to happen when it’s sprung a leak. Find out what pain problems are motivating your prospect.
4. How long has this been a problem? – It’s helpful to understand how big of a pain the problem is.
5. What have you done so far? – Knowing what has and hasn’t worked may help shape your approach toward a solution.
6. Why is it important to you to act on it right now? – Sometimes people are motivated, sometimes they’re not. As a salesperson, it is extremely helpful for you to know which of your prospects is ready to buy. If it isn’t the right time and they’re not motivated, the best thing might be to work out a plan to keep in touch, rather than try to force things.
7. What is the cost of things remaining the same? – We all tend to focus on the cost of things, but doing nothing also has a cost. This question is a good reminder of that.
Remember, don’t just ask the question, really listen to the answer. As an action step, try picking something from the list above and using it with your next prospect. Notice what happens.
Barbara Wayman, president of BlueTree Media, LLC, publishes The Stand Out Newsletter, an award-winning ezine for people who want to know how to leverage the power of marketing and public relations. Get your free subscription today at http://www.bluetreemedia.com
This article may be reprinted when the copyright and author bio are included.
©2010 Barbara Wayman, BlueTree Media, LLC.
Thursday, July 22, 2010
Sunday, June 6, 2010
Master This Habit To Soar
I once read a story about a boy who received a very expensive art kit from his grandparents for his birthday. He loved art so he saved the kit for when he felt like he was a better artist. Finally one day he went to get the kit and couldn’t find it. He asked his mother if she’d seen it and she said, “Oh, you never used that so I figured you didn’t want it and gave it away.”
The universe works a lot like that boy’s mother. If you receive amazing gifts and then ignore them, it figures you didn’t want that and doesn’t bother sending you more. That’s why a key habit to master in life is celebration. Regularly celebrating the good in your life is an incredibly powerful way to increase the amount of good in your life. Why?
1. It forces you to notice the good. How many times have you been halfway through a meal before you even begin to slow down and taste it? To experience wonderful things you have to involve your consciousness.
2. It bonds you to those closest to you. Recent research indicated the happiest couples were those who responded positively to their partner’s success. That one factor was the strongest predictor of current and future satisfaction in the relationship. Sharing your wins allows your relationships to grow closer.
3. It shows you what you want more of. We Americans are so into keeping up with the Joneses that sometimes we aren’t sure of what it is we want most. By noticing what gets you the most excited and really lights you up, you’ll be better able to recognize the handful of things that bring you the most happiness, which will allow you and others to guide more of it your way.
4. It prevents burn-out. Life quickly becomes a joyless hamster wheel if you finish one big win and immediately turn to the next challenge with no acknowledgement or break. Taking a moment to realize what you’ve done is a major way to start the next project with fresh, positive energy.
The next time you land a big account, get a new job, receive an award or even just make a really difficult phone call, acknowledge yourself, share the news and find a way to celebrate. Your future will thank you.
© 2010 Barbara Wayman, APR, BlueTree Media, all rights reserved
The universe works a lot like that boy’s mother. If you receive amazing gifts and then ignore them, it figures you didn’t want that and doesn’t bother sending you more. That’s why a key habit to master in life is celebration. Regularly celebrating the good in your life is an incredibly powerful way to increase the amount of good in your life. Why?
1. It forces you to notice the good. How many times have you been halfway through a meal before you even begin to slow down and taste it? To experience wonderful things you have to involve your consciousness.
2. It bonds you to those closest to you. Recent research indicated the happiest couples were those who responded positively to their partner’s success. That one factor was the strongest predictor of current and future satisfaction in the relationship. Sharing your wins allows your relationships to grow closer.
3. It shows you what you want more of. We Americans are so into keeping up with the Joneses that sometimes we aren’t sure of what it is we want most. By noticing what gets you the most excited and really lights you up, you’ll be better able to recognize the handful of things that bring you the most happiness, which will allow you and others to guide more of it your way.
4. It prevents burn-out. Life quickly becomes a joyless hamster wheel if you finish one big win and immediately turn to the next challenge with no acknowledgement or break. Taking a moment to realize what you’ve done is a major way to start the next project with fresh, positive energy.
The next time you land a big account, get a new job, receive an award or even just make a really difficult phone call, acknowledge yourself, share the news and find a way to celebrate. Your future will thank you.
© 2010 Barbara Wayman, APR, BlueTree Media, all rights reserved
Sunday, May 9, 2010
Help! There’s a Reporter on the Line!
Business owners and professionals can feel a stab of fear when the media comes calling. “Will they make me look like an idiot?” “Will they misquote me?” “What if I say something really stupid?” These are common thoughts before answering a media request.
As a PR person who trains clients on how to gracefully and powerfully interact with the media, here are some tips on how to make the most of the opportunity media attention provides.
1. Take a deep breath. Recognize that fearful thoughts are completely normal when stepping into uncharted territory. The media would not be calling you if they didn’t think you had something of interest to share.
2. Organize your thoughts. Before calling the reporter back, take a moment to think about what your goals are for the conversation. Do you have a main point you want to get across? You should.
3. Keep it simple. Today’s media coverage is concise and snappy. Make your remarks succinct and memorable. If there are areas where you feel vague, practice until you can sharply clarify your message.
4. It’s okay to say “I don’t know.” No one knows everything. If you are asked a question you don’t have the answer to, simply say so without undue apology. Offer to track down the information and forward it by email.
5. It’s okay to not talk about everything. While transparency can be a powerful tool in enhancing a corporate reputation, it is not always possible or appropriate. If you’re asked something you’re not able to talk about, simply tell the reporter by saying something like, “Our policy is not to release our sales figures,” or “I’m not able to disclose that, however I can tell you….”
With these tips, your media interview will help you and your company to truly shine in the spotlight.
©2010 Barbara Wayman, BlueTree Media, LLC.
As a PR person who trains clients on how to gracefully and powerfully interact with the media, here are some tips on how to make the most of the opportunity media attention provides.
1. Take a deep breath. Recognize that fearful thoughts are completely normal when stepping into uncharted territory. The media would not be calling you if they didn’t think you had something of interest to share.
2. Organize your thoughts. Before calling the reporter back, take a moment to think about what your goals are for the conversation. Do you have a main point you want to get across? You should.
3. Keep it simple. Today’s media coverage is concise and snappy. Make your remarks succinct and memorable. If there are areas where you feel vague, practice until you can sharply clarify your message.
4. It’s okay to say “I don’t know.” No one knows everything. If you are asked a question you don’t have the answer to, simply say so without undue apology. Offer to track down the information and forward it by email.
5. It’s okay to not talk about everything. While transparency can be a powerful tool in enhancing a corporate reputation, it is not always possible or appropriate. If you’re asked something you’re not able to talk about, simply tell the reporter by saying something like, “Our policy is not to release our sales figures,” or “I’m not able to disclose that, however I can tell you….”
With these tips, your media interview will help you and your company to truly shine in the spotlight.
©2010 Barbara Wayman, BlueTree Media, LLC.
5 Great Ways to Create Bad PR Outcomes
“Failure is not the only punishment for laziness. There is also the success of others.”
--Jules Renard
I’ve been working in PR for over 15 years, so you can bet I’ve got some expert thoughts in how to make the absolute worst PR decisions possible. Below are my top 5 ways to ensure the worst PR outcomes.
1. Be inconsistent in your messages. Sure, big successful companies come up with a clear platform of messages around their product that they use over and over again, but that’s so boring. Rework your key messages frequently and make sure they change radically. Use lots of industry lingo too, to make your messages obscure. People should have to work to be able to understand who you are and what you stand for. Don’t make it so easy on them.
2. Hire a professional PR firm but don’t listen to them. It’s true, you weren’t getting great results on your own, which is why you hired the professionals in the first place. But once they start getting results, (or even before), decide that you know better and over-rule their recommendations.
3. Only reach out to the media when you want something. Don’t bother to familiarize yourself with media outlets. They won’t notice. And take your time responding to media requests. They overstate the importance of deadlines anyway. Operate your media relations on a sporadic basis, and only when it suits you. Keep your focus on how mighty and important you are.
4. Don’t work from an annual plan. Shoot from the hip. Planning is too fussy and besides things are always changing anyway. It’s more fun to make decisions about what people think about your company on the fly.
5. Don’t respond to your PR firm in a timely manner but still expect them to produce quality deliverables on time. They can pick up your brainwaves. After all, telepathy is a valid means of communications in many movies.
I suppose that by now you’ve noticed that my tongue is firmly in my cheek for this list, but I truly have seen people implement these tactics and still expect great results. Don’t let that be you.
--Jules Renard
I’ve been working in PR for over 15 years, so you can bet I’ve got some expert thoughts in how to make the absolute worst PR decisions possible. Below are my top 5 ways to ensure the worst PR outcomes.
1. Be inconsistent in your messages. Sure, big successful companies come up with a clear platform of messages around their product that they use over and over again, but that’s so boring. Rework your key messages frequently and make sure they change radically. Use lots of industry lingo too, to make your messages obscure. People should have to work to be able to understand who you are and what you stand for. Don’t make it so easy on them.
2. Hire a professional PR firm but don’t listen to them. It’s true, you weren’t getting great results on your own, which is why you hired the professionals in the first place. But once they start getting results, (or even before), decide that you know better and over-rule their recommendations.
3. Only reach out to the media when you want something. Don’t bother to familiarize yourself with media outlets. They won’t notice. And take your time responding to media requests. They overstate the importance of deadlines anyway. Operate your media relations on a sporadic basis, and only when it suits you. Keep your focus on how mighty and important you are.
4. Don’t work from an annual plan. Shoot from the hip. Planning is too fussy and besides things are always changing anyway. It’s more fun to make decisions about what people think about your company on the fly.
5. Don’t respond to your PR firm in a timely manner but still expect them to produce quality deliverables on time. They can pick up your brainwaves. After all, telepathy is a valid means of communications in many movies.
I suppose that by now you’ve noticed that my tongue is firmly in my cheek for this list, but I truly have seen people implement these tactics and still expect great results. Don’t let that be you.
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