On Dreams

 

One thing this era of real-time information and instant feedback has done (thank you Twitter, Facebook, forums, etc.) is to make magazines - and print publications in general - become very good at what they do and, lest they perish, better all the time.  

Two great examples of very good publications are Inc. Magazine (you're waiting a whole month for a new edition – 30 days!) and The Week (you guessed it...published every seven days).

Both are anxiously awaited and consumed at first sight.  The Week not only provides exhaustive articles about the past week in politics, business, arts, etc., but various other writers and editors view on the same story providing a well-rounded, sort of non-partisan, look at a particular current topic.

Inc. Magazine, The Magazine for Growing Companies, is one I have lived with for many years.  Each edition provides profiles of small- to medium-size businesses who, at some point, had the dream of creating and building a company.  Grant it, Inc. considers small companies as those with millions in revenue, but I can dream, can’t I? Overall Inc. is very motivating and essential reading for this business owner. I admit I become a little giddy when the annual Inc. 500 edition featuring the fastest growing privately held companies arrives in my mailbox.

One of the articles in this month's Inc., which is both motivating and instructional, is “Dear Future Entrepreneur.” This article gives us advice from the founders of companies who are living the dream they dared to have.  Here is some advice they have to share with us, the “next generation” of entrepreneurs:  

Tomorrow Can’t Wait – “I look back and think, ‘Why didn’t I get started sooner?’”  - Cloud Ettinger, Founder and president, Red Cloud

Focus – Don’t diversify, always “go back to your original premise.”  - Kimberly Kovacs, Co-founder and CEO, OptionEase

Remember Where You Came From – His employees are trained to do at least one good deed a day.  - JJ Frazier, Founder and CEO, New Horizon Security Services

Start Now – “You’ll never be fully prepared to start a business."  - Michael Simmons, Co-founder and CEO, Extreme Entrepreneurship Education

Learn by Doing – With your business, “You’re in the best university in the world.”  - Steve Vicinanza, CEO, BlueWave Computing

Start Early  – “When you start younger, you have the guidance you need.”  - Taliay Herbert, Founder, Baggie Swagg

Open Pandora’s Box – “Business is about testing your boundaries.”  - Stephen Mills, Founder and CEO, Aqiwo 

Dare to Dream – This entrepreneur was laughed his the face by executives at Rite-Aid, his employer, for his idea to improve services.  So he left and started his own company to provide those services.  - Reddy Annappareddy, Founder and president, Pharmacare

The entire article, including great photos of the founders (think body-writing!) can be viewed here. 

Best wishes to all for a Merry Christmas and Peaceful New Year!

- Steve Curtsinger

QR Tags: New Ways to Market Your Tradeshow

If you have not already seen these square barcodes, known as QR Tags, on products,  print ads, billboards and elsewhere, you will soon.  And smart tradeshow marketers and exhibit managers will begin using them in large numbers in graphics and other marketing materials to meet their tradeshow goals.

What they are:

Invented in Japan, where they are everywhere, QR tags (short for Quick Response) are two dimensional codes place on - or integrated into -print ads, outdoor signs, store windows and even business cards.  For the trade show exhibitor, they might be printed into your display graphics, integrated into pre-show mailings and even post-show follow-ups.

A smart phone, such as an Android or iphone, scans the codes and delivers to the mobile screen any number of data rich information: web sites, product demo videos, coupons and landing pages to collect additional information.  The Hacker Group, a direct/digital marketing agency in Seattle, has rightly called this technology “a seamless link between the physical world and the online world.” Wow!

How they work:

QR tags can be generated and printed by anyone using readily available software.  Your printer or tradeshow graphics designer can generate a tag as part of your display graphics.  The can be produced and added to existing graphics or incorporated into new graphic designs. These tags are coded with the data and information information directed to your prospects. Tags are then scanned by smart phones or camera phones and in a matter of seconds, your banked information is transferred to the mobile smart phone. Tons of information can be transferred in seconds.

Benefits for the tradeshow exhibitor and exhibit manager:

Smart phones are everywhere, especially at trade shows.  With QR Tags, you can become an early adopter, differentiate yourself from the competition and connect with your target audience. This new technology tool allows for great creativity in putting together your marketing campaigns.  Here are just a few ideas to get you started.

Pre-Show Mailers - the QR tag might contain this data:

-  Company web site, or better yet, a show specific page.  Scanning a tag is much easier and faster than typing a long URL address.
- Map of your booth location, with hours for any special presentations, seminars, demos or in-booth promotions.  Make it easy to find you, especially a large shows.
-  Special invitation to an after-show party or hospitality suite.  Many times, its where the real business gets done.
-  Offer for a special giveaway

Trade show graphics - the QR tag might contain this data:

-  Product demonstration video
-  Landing page to request more information (including need, budget and time frame pre-qualification)
-  Video of customer testimonials
-  Coupon or show special pricing
-  Special giveaway - such as the i-pad promotion shown above

Post-show followup - the QR tag might contain this data:

-  Business card information on the thank you note
-  Video demonstration of product prospect was interested in
-  Customer testimonials

NOTE: For hot prospects, you may want to use those old reliable technologies: the telephone, paper and pen.

Budget-saving uses of existing hardware

Everyone is looking for ways to save money on their marketing programs and trade shows are increasingly under the microscope, if not the scalpel.

One way to save money on your trade show program is to use one frame configuration and re-fit (or, as some say, "re-skin") with new sets of interchangeable graphics.

Square D/Schneider Electric uses the frame configuration (top) with one of the two sets of graphics shown depending on which trade show they are exhibiting at - one set of graphics on the frame for one show and another set of graphics on the frame for another show.

Its a smart way to manage your trade show properties and one which many of our clients take advantage of:  One frame with multiple sets of interchangeable graphics.  The key is to get good quality display framing that has a lifetime warranty and field repairable parts.

This is a great way to spread your expenses over multiple shows in these days when marketing budgets are tightening.  Save money when you use and reuse the same frame and different, interchangeable graphics - its like having two or more displays for the price of one!

How design increases booth traffic

Display design has some heavy lifting to do on the busy trade show floor.  There is much to see, much to do, much much competition for your prospect's attention.  In a very few seconds, your display has to visually engage the prospect in some way.  In those very few precious seconds, display design is the best way to engage the prospect, grab their attention, and lead them to that equally important show floor experience - your greeting.  The transformation of disinterested attendee to engaged prospect is a lightning fast transaction.

Consider this 20 ft display trade show display designed by Kristoff Creative for Choice Food of America (CFA) and produced by Integra Display.   This design is an embodiment of a concept we often advise our clients: Your display should be a billboard, not a brochure.  Kristoff and CFA "got it" with this display design.  Is your display design working hard for you?  If you are observing show traffic passing you up yet gathering at others (maybe your competitors), then try the less is more billboard concept with new display graphics.

New client converts shipping case into GIANT ipod

Integra Display client, KeepingUP.org of Vanderbilt University Emergency Medicine, makes it easy for busy physicians to "keep up" with the latest and most current articles on Emergency Medicine. The 15 minute downloadable podcasts offer concise summaries of 50 major journals.  Editor and co-founder, Clay Smith MD, FAAP, FACEP, thought the best way to get across the message to prospects on the busy show floor is with a giant ipod - this one made with a graphic wrapped around the display shipping case.  An entire 10 ft. wide X 8 ft. high display (shown) packs and ships in the one case via UPS, FEDEX or checks as airline luggage.