Commercial Lighting Trade Shows: Waste of Budget or More Important than Ever?
by MGB2B
There is much debate surrounding the importance of trade shows for B2B marketers. Because of the wide array of audiences in the commercial lighting category, the options for trade shows designed for job functions from lighting designers to architects to interior designers and even facility can be endless. And each one is an investment of time and money.
With all the new ways specifiers are doing research and gathering information online, manufacturers have more options than ever for reaching their audience, many of which are more efficient than pounding the pavement at an industry event. Yet with all of these outreach opportunities, the most basic, simple methods of personal selling can often get swept under the rug. Having an integrated strategy across various media is crucial, but trade shows are often one of the best routes to close a deal. Face-to-face selling is so important in the B2B world, even in the digital age we live in. By having a presence at an industry event, your brand stays in the mind of the consumer instead of being lost in the shuffle of the Internet. However don’t feel like you need to hit every convention this year. Ask yourself these questions before committing to each show:
Continue ReadingHow Good Is Your Green Story?
by MGB2B
Going green is an old concept, but certainly not a dead one – especially if you’re running a commercial construction company. In fact, it’s more important for construction companies to have a strong “green story” now than ever before. According to Construction Dive, an increase in green building in both the commercial and residential sectors is fifth on the list of the top 10 construction trends in 2016. Since this is a trend that is valued not simply because it is trendy, but because it saves people money over time and helps the environment, it merits a significant amount of attention in your marketing materials, especially your website.
Content Marketing: Big Picture vs. Tactical Thinking in 2016
by MGB2B
As you enter the new year, it is crucial that you take a step back and look at the bigger picture, asking yourself “What story is my brand trying to tell, and to whom?” According the Content Marketing Institute’s 2016 Budget and Trends Report, 76% of B2B marketers plan to increase the amount of content they produce in the coming year, yet only 30% of them say that their organizations are effective at content marketing. Why is this the case?