Insight on Business News Hour with Michael Libbie is a look at our craft of advertising, marketing and following consumer trends. We do this to help your business take advantage of our years of guiding brands by knowing, often in advance, of what moves consumers. It's not our hobby...it's our job. Thanks to our friends at Bindery One and NatraTurf for the support of this project. What's up today? Let's go:
Trade Shows & Management
I wish I had a buck for every trade show I've attended...it would be retirement time. I've been an exhibitor at shows from agriculture crops to multi-million dollar aircraft and attended a bunch in between. One of the most common issues business faces (other than a lousy booth) is finding the right people to work the booth and then get them to do their job. Some quick thoughts:
- It's Not Always Sales - Your best trade show booth workers may not come from the sales department. I've found that many times the company administrative assistants know more about customer service than sales people. The key is to find somebody that really loves the company and their job and willing to ask questions and tell the story.
- Pre-Train- Going to a trade show without a plan is like heading to Pig Flats, AR without a road map or GPS. You'll be...lost. What are the three key points? How will you interact with consumers? What is the "pitch"? Who does the follow up?
- Graphics Must Pop - Your booth must look...good. If the product or service you are delivering is "home-made" then...go with a "home-made" booth. But...even then. Invest in your image...you'll be better off
Finally, how do you motivate your staff? Here's a nice piece from our friends at Smash Hit Displays...good stuff.
"How do you do it?" It's a question we sometimes get when talking about consumer trends, customer service and advertising. I suspect the real question is, "How do you come up with stuff?" Maybe it's how we look at things. You might see a crowd at a concert. I tend to look at what they are doing and how they are reacting to...products and messages. Spending time in the beer line at the hockey game, listening to what is being said about food choices, seats and the customer service, or lack of, is what...we do. (And some folks think we are simply "distracted".) Some people do tax returns...some of us pay attention to marketing and advertising. I couldn't do what they do...ever. What do you do and do you carry that craft into other aspects of your life? Are you always looking...searching for the next idea or the next consumer trend in your silo? Might...start.
The other day I was asked by a good friend to review some work he was doing. It's really good stuff. But he took too long in his presentation to get to, "His Story". Sometimes when doing a presentation...presenters tend to lay too much ground work and we throw up all over our audience before we get to the real "meat". By that time...you've lost many. Think of a formal presentation as a television commercial or better yet...a radio commercial. Share a little background and then hit them early with why your idea sparkles... If you can do that you'll capture their attention much more quickly. We think...
They are two of the consumer trends that has, according to a story from Advertising Age, allowed Chipotle to surge ahead in the fast food wars following only Panera Bread. So...why is Mexican Style food such a hit in the US? We think it's the same reason why salsa has out performed katsup as a condiment. In addition, go to any grocery store and look at the number of food products that are "hot" or "spicy". Pickles to BBQ sauce... What's going on? It's biology. As we age we tend to lose over 50% of our taste buds...that's a big number. Given the huge number of folks over 55... Sure, there are marketing and advertising strategies there...but you can't beat...biology. One other thing...it didn't hurt Chipotle that their CEO, Steve Ells, was part of the reality show, American's Next Great Restaurant.
Thanks and Let's Connect?
Thanks for coming by for a quick read. If you want to leave a comment here...feel free. Also here is our agency Facebook Page and our agency Twitter handle is @InsightAdvertising. Have a great Wednesday! - Michael