Posts Tagged ‘tradeshow’

The Value of Old-Fashioned Tradeshows Without the Headaches

June 7th, 2011

Social marketing is a better bridge between brand marketing and sales than direct marketing. More effective for targeting and qualifying “Likely” buyers than:
• Web Marketing / SEM/PPC
• Lead Generation / Telemarketing
• Marketing Automation /Email Marketing / Newsletters
• Webinars / Tradeshows / Events

Think of Social as the new version of a “Old-Fashion Tradeshow in the Cloud” without the headaches; I can sit in on presentations from experts, I can connect with my peers, I can get the latest news, and I can browse the vendors to see what is new. Buyers used to self-qualify their interest by taking the time and money to attend. Now, you can self-identify based upon what groups you join and how you participate online.

Tradeshows were great (now just ok), but you had to get on a plane and spend a few days to get the value. The web disinter-mediated a lot of this, but vendors got savvy in web marketing which is now killing the value as everyone is creating a huge amount of noise that makes it hard to get good, unbiased information. Now, add email marketing and marketing automation and it takes it a step further; allows them to drop all of their marketing stuff into your email box. As a result, buyers are insulating themselves from all of the noise and extraneous vendor marketing and sales approaches; not answering phones, emails, etc. Some companies are even taking it to an extreme and now banning sales people from calling on them.
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