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 ReadingIs Your Trade Show Social Media Strategy a Boon or a Burden?
by MGB2B
You can’t attend or exhibit at a trade show today without running into countless social media promotions. From the event’s app to each booth’s unique hashtag, the trend is everywhere. Launching your own trade show social media strategy can be daunting with so much noise already occupying the space, but when organized and executed properly, your efforts can be a boon to your business rather than a burden to your booth staff. Before you get started, here are a few questions to ask your team.
Continue ReadingWhy You Should Get to Know Your Industry Trade Publication
by MGB2B
Cultivating relationships is the foundation of any successful business. One of the most underutilized B2B relationships is with your industry’s leading trade publication. Trade publications are narrowly targeted magazines serving a specific field. They usually include editorial content, industry news, and related advertisements. Advertising in industry trade pubs is only the first step. They can also be a very important way to start filling your sales funnel.
You may ask yourself, why should I spend time nurturing a relationship with my sales rep at the trade pub when I can simply email them an order with my print schedule for the year and be done? Because, in the current communication age, trade pubs are much more than the monthly magazine they produce.
Here Are 4 Perks of Cultivating a Relationship with Your Industry Trade Publication:
- Inside Scoop on Last-Minute Deals. After inevitable last-minute cancellations, magazines will often offer premium placements (back covers, spreads, etc.) at deep discounts. Open communication with your sales rep will get you on the short list for these exclusive deals.
- Customized Digital Opportunities. Trade publications host webinars, cultivate a library of native advertising, and send out email newsletters to a curated audience. Discuss your marketing goals with your rep and upgrade your marketing campaign to involve yourself in some of these premium digital options.
- Enhanced Trade Show Experience. Trade publications are at the hub of many industry conferences, networking events, and trade shows. Work with your trade publication to become a leader at the next event, instead of just a passive attendee. (Don’t waste time; here’s how to make the most of your next trade show).
- Editorial Preference. Sales reps are a great resource to help get your most recent press release in the hands of the right person, whom you might not reach otherwise. Also, many trade publications are happy to work with you to publish advertiser-written editorial; all you have to do is ask.
Gone are the days where a trade publication’s reach is confined to the pages of their magazine. For many B2B industries, trade pubs — and more specifically, their websites — are the pulse of the industry. They’re also the first place your potential customers will look for current news, trends, and leaders of the industry. Next time, instead of blowing off that networking event or letting your sales rep’s call go to voicemail, take the extra 5 minutes to chat with your contact and reap the benefits of a strong relationship with your industry’s leading publication.
Continue Reading