Last Friday, Julianne and I attended a Blogger Brunch hosted by the Arts and Humanities Council of Montgomery County and Carrie Fox of C. Fox Communications. The brunch was Part 2 of a two-part PR and Marketing Boot Camp. Lindsay attended Part 1 a few weeks earlier. The brunch was meant to showcase a panel of local bloggers, discuss trending topics, and teach attendees how to get noticed by the "blogging community" and how to improve their own blog.



It seems like a lot of information to squeeze into one brunch, doesn't it? I won't lie. It was definitely a lot of information that might have only been completely absorbed by a few audience members. The audience ranged from regular bloggers to marketing professionals to those who had no idea about how to even start a blog. There was also a diverse group of bloggers on the panel, including Christie Garton from USA Today Kindness, Jessica McFadden, otherwise known as A Parent in Silver Spring and Greg O'Neill, the Greg of Greg's List.



The 6-8 topics we discussed on Friday could easily provide enough material for several brunches. My challenge is to share this information with you in a condensed version that will offer the most benefit for all of us. As the Marketing Manager here at Sonic Promos, I embrace the fact that we have so many marketing outlets at our disposal: Facebook, Twitter, LinkedIn, the SonicBlog, our newsletter and of course, our best referral source to date, the personal conversation. Whether you have just begun to use these outlets or if you consider yourself a social media expert, I think we will all agree that our common goal is to create a brand for ourselves and generate conversation. These social media outlets are designed to do just that.



Here are a few things I learned at the brunch that you can take into consideration when trying to generate conversation and enhance your own blog. After all, word of mouth is the best referral source... so let's get people talking!

1. Find your local patch.com. Patch is a great website that houses a ton of local events and stories that are happening right now. Start commenting on articles that relate to you or your business. Attend a local event and bring some business cards. Volunteer at an upcoming event and network with your community. To me, Patch is where small businesses and organizations come together; it's time for you to start communicating with them!

How it helps your blog: I have found that commenting on other blogs drives traffic to your own blog. Patch is a great place to start. Track your page views and see if it helps.
My personal tip: If you are the first or second person to comment on a post, you'll see more clicks back to your own blog than if your comment was buried on the 3rd or 4th page of reader comments.

2. Get on the Twitter bandwagon. I will be the first to admit that when Seth told me over a year ago that he wanted to get a Sonic Twitter handle set up, I was very hesitant. I didn't understand Twitter at all. What was the point of sharing information only 140 characters at a time? A year later, my opinion has changed. Twitter is a great resource to share your blog posts, follow trending topics (#creativemoco for more brunch information) and even attend events. If you know an industry-related trade show is happening across the country and it's pretty obvious you can't attend, start following the conference via Twitter. A hashtag (#) is almost always set up, and participants and speakers will tweet up-to-date information from the conference. Following certain topics will also keep you current on what your industry is addressing at that particular moment. Use this information to generate your own blog posts. Writing about popular topics will generate more traffic to your blog and website.
How it helps your blog: If someone goes to your blog and sees a Twitter button, I think they smile a little bit. It's encouraging to know that those behind the blog are not just writing a blog but are an active member of the social media community. If they click on your button, and start following you, they will get timely updates of your new posts and can both respond and share with others immediately.

3. Start a Facebook page and use it correctly. It takes just a few seconds to set up a Facebook page but it takes a little more time to utilize its worth. Consider your Facebook page for conversation purposes only. Use your page to link to other organizations (i.e. @SonicPromos). Post general questions to spark user engagement and pitch ideas to your readers.

How it helps your blog: Consider your blog the main event and your Facebook page the cocktail hour. Starting a conversation on Facebook will not only generate interest for potential readers, but will also enlighten you to different perspectives. Let your readers help build the foundation for your post.

I know it seems like some of these tips are going back to the basics. Sometimes that's exactly what we have to do. In social media, there are so many people who "get it" and just as many who are still very new to the whole concept. I think it's important to go back and utilize the tools that you started with and perhaps learn how to use them in different ways. If you see a blogger brunch, social media conference or another related event in your area, I encourage you to attend. There is always something new to be learned in this area of marketing, and putting real faces/personalities to the names on your screen adds a new dimension to relationships inititated through social media.

We aren't the only ones with trade shows on the brain! Last week, Chris Brogan, president of Human Business Works and author of  chrisbrogan.com, posted some great tips about following up with new contacts gathered at trade shows. His suggestions regarding social media platforms are especially relevant to modern marketing.

We've summarized his advice below, and you can find the full article here.


source: freedigitalphotos.net

Sort your cards. You likely gathered dozens or hundreds of business cards at the show, but to be honest several of them will not be worth much to you. Before you begin your follow-up, take the time to divide and organize your cards. Brogan suggests three categories:
1. Business
2. Colleagues
3. Trash

Toss Group #3 in the waste bin right away. As for Group #2, decide who you really want to stay connected with and send them a LinkedIn request, follow them on Twitter, add their blog to your RSS reader and write up a quick "nice to meet you" email. Then throw the card away.

Finally, sort through your Group #1 pile and follow the same steps as you did for Group #2, but don't throw away the card just yet. Enter their contact information into your client management system and when you reach out via email include a thoughtful note that reminds them of something you discussed specifically. Avoid pushing your product and offer to be helpful instead.

Make a temporary Twitter list. If you regularly use Twitter, create a list for your new contacts and keep warm on their tweets for a while. Take note of whom they talk to, and of what about. This will allow you to spot any further ways to connect or be helpful, and you might even make some additional connections.

Do not add them to your email newsletter. Just because someone gave you their business card, do NOT assume they're interested in receiving your mass emails. A more polite way to go about this is sending a short email specifically inviting them to join your newsletter list.

Post your media fast. If you took photos or shot video at the show, get it online quickly, tag those involved and let them know it has been posted.

Make connections. Finally, make some introductions between any new colleagues you met and some of your existing friends and contacts. Providing good referrals and helping others make valuable connections reflects well on you.

This is Part 3 of a 3-part series. Catching up?

Part 1: Pre-Show Marketing and Mailings
Part 2: Presentation Tips

Now that the craziness of event day has passed, it's time to turn your attention to follow-up. If you diligently collected contact information during the show, you should have a lengthy list of qualified prospects. Here's what you need to know about post-show marketing:

Timeliness is key. Follow up within two weeks of the show. Give your contact a few days to digest what they've seen and tackle the in-box waiting for them at the office. Then, get in touch while your name and proposition are still top of mind.


source: freedigitalphotos.net

Consider a mailer. Just as we suggested for pre-show marketing, a creative and eye-catching mailer is a great way to set your name apart and make a lasting impression. Use the same coloring, theme and message as your pre-show mailer and booth decoration to help trigger the recipient's memory.

Include a photo of yourself. Speaking of memory, names are easy to forget, and your prospect likely heard dozens of them at the trade show. Even if you made a memorable first impression, help your prospect make the mental connection by including a photo in your follow-up.

We hoped you learned a few valuable tips in our Trade Show 101 series. For a good reminder of all that we've discussed, please feel free to print off and use our helpful Trade Show Checklist:



Wishing you a happy expo season! 

This is Part 2 of a 3-part series. Catching up?

Part 1: Pre-Show Marketing and Mailings

Trade shows can be nerve-racking to say the least. They represent an investment of several hundred dollars and hours- all for the ability to make a flawless first impression in front of dozens of your best prospects. Here's how you can make sure your presentation is top-notch on the day of the show.

Exceed your prospects' expectations. If you contacted your prospects before the show as we recommended in Part 1, you should make sure that your booth is consistent with the message from your pre-show mailer. Any offers, enticements or prizes that you alluded to should be delivered on.  

Get your staff on the same page. Nothing is more embarrassing than looking unprepared. Make sure your salespeople are trained to answer questions and represent your business professionally. Address details such as dress, shifts and talking points well beforehand.

Draw attention. Trade shows are notoriously busy, noisy and over-stimulating. Stand out from the crowd with eye-catching, colorful displays and banners. Promotional items and show drawings are also great traffic builders.


source: www.flickr.com

Consider a show drawing. Holding a drawing or raffle at your trade show booth is both a great way to attract visitors and a way to track booth traffic. By requiring prospects to submit their contact information as entry to your raffle, you ensure a steady collection of email addresses and telephone numbers. Follow up on these leads after the show.

We will revisit follow-up and post-show marketing in the third and final part of our Trade Show 101 series. Come back Monday!

Here in Washington DC, the first signs of spring are starting to show. You wouldn't know it by the 30 mph winds and the sub-40 temps outside, but we had sunny T-shirt weather the other weekend and I swear I can see buds on the trees.


source: freedigitalphotos.net

In sales and marketing, spring marks the beginning of trade show season. To help you prepare for the months ahead, Sonic is here to share our top tips for effective trade show marketing. Today's post will focus on pre-show marketing. Please be sure to check back for Parts 2 and 3 to learn more about best practices during and after the show.

Strategic pre-show marketing is one of the keys to a successful trade show. It is also one of the steps that many marketing managers overlook.

WHY is pre-show marketing important?

Make a first impression.
Trade shows are a hub of activity, filled with noise, distractions, and your top competitors just a few booths away. Wouldn't you rather make the first connection and grab your prospect's attention in a quiet office?

Qualify prospects. By contacting attendees prior to the show, you ensure that visitors to your booth will have some prior knowledge of your company.

Save your breath. If you have ever worked several hours at a booth before, you will appreciate this point. A pre-show mailer does the work of starting the conversation for you. On the day of the show, you can focus more on answering specific questions and closing sales and less on giving your sales spiel.

WHO does pre-show marketing target?

As an exhibitor, you can obtain a mailing list of all registered attendees from the trade show's management team. Your budget and your goals for the show will determine whether you contact every single attendee or just focus on those you consider to be your very best prospects.

WHEN should I start thinking about pre-show marketing?

Start planning your pre-show promotion 6-8 weeks out. Aim to contact your prospects 8 business days before the show. Any earlier and they may forget your message. Any later and you miss the opportunity. Remember- opportunities don't go away. Other people take advantage of them.

HOW do I implement a successful pre-show promotion?

The main goal is just to introduce your company and product. Don't overwhelm your prospects with information. Give them just enough so that they recall your name at the show. You want them to know more about you than the other companies present, yet eager to learn even more.

Worried about pulling together a creative and attention-grabbing mailer? Let us do the work. Check out some of the mailers we've done for clients in the past.

      

  


You can read full details about these projects here.

Still to come: Part 2- Presentation Tips and Part 3- Post-Marketing and Follow-Up.