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Atricle Dump - Live Theater Attracts Tradeshow Visitors
The internet has somewhat opened up a can of worms when it comes to finding the best small business ideas.See, on one side we have thousands of pages of information on just about any business idea you can think about. But on the other side, if you listen to these marketers and authors...just about every idea under the sun is fool-proof and becoming wealthy as a business owner is just about certain and failure impossible.The thing is, there are too many folks out there on the internet selling hope when what you're often getting is a bag of goods.The hope that you can soon tell your boss to get lost.Hope you can work in your paj
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally, Pro Plan is an exceptional product. Among top breeders and show dog owners, Pro Plan is the #1 pet food brand. However, many consumers are unaware of this. In the specialty market, unaided awareness of the Pro Plan brand is only 5% and Pro Plan
1. Do you seem to be running and running and running every day and getting nowhere just like a gerbil?2. As you lay in your bed at the end of each day, do you think about tomorrow and see grey?3. Are you tired of just having a J.O.B.(Just Over Broke!) and doing the same thing day after day after day never getting ahead or feeling excited about your work?5, Wouldn't you rather wake up in the morning, JUMP out of bed and rush to get dressed so you can get to work?6. Wouldn't you love to live your life purpose, making people feel good, making a difference in the world and make a good income as well?7. Are you
According to Elaine Cohen, Founder/President of Live Marketing in Chicago, studies show that if live professional presentations at tradeshows focus on answering the marketing objectives of the company, the company is then better able to deliver on those objectives. The objective of the presentation may be to have tradeshow visitors become actively involved by taking a quiz or survey, learn about the product in depth from experts who can truly educate them, become committed to endorsing a charity in their industry, in addition to writing an order.
When the objective is to increase sales, a company would be wise to hire a crowd gatherer to get people to its tradeshow booth. Once there, attendees need to experience the product first hand. There also needs to be a follow up way to have your tradeshow guests experience the product once the tradeshow is over. A good idea to extend the marketing of your tradeshow exhibit is offering redeemable coupons to attendees they can use once the tradeshow is over.
A Case Study:
Cohen sites an example of a tradeshow live presentation campaign that produced highly successful results for Purina Pro Plan® at the National Dog Show in Philadelphia in 2005. The campaign was titled “The Difference is Real --Real Meat, Real Commitment, Real Experts.” In fact, the tradeshow live presentation was so successful that it was repeated at the Philadelphia’s National Dog Show in 2006, and also at the 2006 Chicago Dog Show and the Detroit Kennel Club Show.
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally, Pro Plan is an exceptional product. Among top breeders and show dog owners, Pro Plan is the #1 pet food brand. However, many consumers are unaware of this. In the specialty market, unaided awareness of the Pro Plan brand is only 5% and Pro Plan m
Being a customer advocate is only limited by our creativity and knowledge of the customer. Being a customer advocate is greatly enhanced by the fact that you are working side-by-side with other committed customer advocates who also care a great deal about this specific customer. Therefore, one challenge of being a customer advocate isn't so much to win the support of others in the organization for this customer, but more of providing them with enough information so that the commitment they have to delighting customers can be directed to that unique customer's needs. In other words, it's not so much a matter of gaining the support of others in delighti
According to Elaine Cohen, Founder/President of Live Marketing in Chicago, studies show that if live professional presentations at tradeshows focus on answering the marketing objectives of the company, the company is then better able to deliver on those objectives. The objective of the presentation may be to have tradeshow visitors become actively involved by taking a quiz or survey, learn about the product in depth from experts who can truly educate them, become committed to endorsing a charity in their industry, in addition to writing an order.
When the objective is to increase sales, a company would be wise to hire a crowd gatherer to get people to its tradeshow booth. Once there, attendees need to experience the product first hand. There also needs to be a follow up way to have your tradeshow guests experience the product once the tradeshow is over. A good idea to extend the marketing of your tradeshow exhibit is offering redeemable coupons to attendees they can use once the tradeshow is over.
A Case Study:
Cohen sites an example of a tradeshow live presentation campaign that produced highly successful results for Purina Pro Plan® at the National Dog Show in Philadelphia in 2005. The campaign was titled “The Difference is Real --Real Meat, Real Commitment, Real Experts.” In fact, the tradeshow live presentation was so successful that it was repeated at the Philadelphia’s National Dog Show in 2006, and also at the 2006 Chicago Dog Show and the Detroit Kennel Club Show.
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally, Pro Plan is an exceptional product. Among top breeders and show dog owners, Pro Plan is the #1 pet food brand. However, many consumers are unaware of this. In the specialty market, unaided awareness of the Pro Plan brand is only 5% and Pro Plan
Managers spend much of their time in meetings. But some junior staff use meetings to showcase themselves. Or they invite their boss to help with work that they should be doing. In either case, such meetings waste your time.Here are five questions that you (or your assistant) must ask before agreeing to attend a meeting.1) Where is the agenda? A meeting without an agenda is like a journey without a map; it will always waste your time. Once you have the agenda, make sure that it consists of more than a list of words because this is almost useless. The agenda for an effective meeting provides a complete description of how the meeting will proc
When the objective is to increase sales, a company would be wise to hire a crowd gatherer to get people to its tradeshow booth. Once there, attendees need to experience the product first hand. There also needs to be a follow up way to have your tradeshow guests experience the product once the tradeshow is over. A good idea to extend the marketing of your tradeshow exhibit is offering redeemable coupons to attendees they can use once the tradeshow is over.
A Case Study:
Cohen sites an example of a tradeshow live presentation campaign that produced highly successful results for Purina Pro Plan® at the National Dog Show in Philadelphia in 2005. The campaign was titled “The Difference is Real --Real Meat, Real Commitment, Real Experts.” In fact, the tradeshow live presentation was so successful that it was repeated at the Philadelphia’s National Dog Show in 2006, and also at the 2006 Chicago Dog Show and the Detroit Kennel Club Show.
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally, Pro Plan is an exceptional product. Among top breeders and show dog owners, Pro Plan is the #1 pet food brand. However, many consumers are unaware of this. In the specialty market, unaided awareness of the Pro Plan brand is only 5% and Pro Plan
Copy that inspires larger donations, motivates more advocacy, or spurs greater response of any kind begins with knowing your donor, your prospect, your audience. That's why a fundamental rule of writing strong copy is... "Know Thy Audience."Knowing doesn't refer to mere demographics or geographic segments of the population. Deep, powerful knowledge of your audience comes from psychographics. Their desires, fears, beliefs, frustrations, interests, and past donating preferences.So how do you get to know them? What are the tools that reveal donor thinking and psychographics?Study complai
A Case Study:
Cohen sites an example of a tradeshow live presentation campaign that produced highly successful results for Purina Pro Plan® at the National Dog Show in Philadelphia in 2005. The campaign was titled “The Difference is Real --Real Meat, Real Commitment, Real Experts.” In fact, the tradeshow live presentation was so successful that it was repeated at the Philadelphia’s National Dog Show in 2006, and also at the 2006 Chicago Dog Show and the Detroit Kennel Club Show.
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally, Pro Plan is an exceptional product. Among top breeders and show dog owners, Pro Plan is the #1 pet food brand. However, many consumers are unaware of this. In the specialty market, unaided awareness of the Pro Plan brand is only 5% and Pro Plan
The first step in the selection of a good training course for Project Managers is to clearly understand the role of the Project Manager as it is understood today. Project Management is essentially concerned with a one time operation as opposed to an ongoing operation. The distinction is seen by many as being insignificant and this misconception leads to not only poor selection of Project Managers, but also for poor selection of training courses. The IT training field is experienced a period of rapid growth and change. The growing importance of Certification as a major benchmark of IT training and skill has led to the introduction of a myriad of training
The campaign began with identifying what key message Purina Pro Plan had for the national dog trade show goers and what the company hoped to achieve at the tradeshow exhibit. The message focus was that:
• Nutritionally, Pro Plan is an exceptional product. Among top breeders and show dog owners, Pro Plan is the #1 pet food brand. However, many consumers are unaware of this. In the specialty market, unaided awareness of the Pro Plan brand is only 5% and Pro Plan market share is about 6%.
Therefore, the challenge of the Pro Plan Consumer Experiential Marketing Program was to generate awareness of, create a preference for, and drive sales of Pro Plan foods.
For starters, the tradeshow had the right audience-- approximately 18,000 dog-loving consumers attending the tradeshow. Most of these consumers either have a dog, attend the tradeshow to help decide what breed to purchase, or attend to find a breeder to purchase from. They are of all ages, genders, and ethnicities—and all of them are decision-makers or influencers of dog food purchases.
The overall goal was to re-focus the National Dog Show experience to integrate a Pro Plan experience. The way to do this was to immerse tradeshow visitors in the brand and to highlight the key messages -- The Difference is Real—Real Meat, Real Experts, and Real Commitment -- and to drive at least 400 attendees to participate in the show plan promotion at their tradeshow booth.
By using a theater backed by content-specific interactive exhibit areas, they were able to communicate the key messages:
• At the Real Meat area, a computerized Pro Plan Product Selector was used to find the right Pro Plan product for each tradeshow visitor’s own dog while communicating that the #1 ingredient of Pro Plan is Real Meat.
• At the Real Commitment area, visitors learned about the animal rescue programs Purina supports and were given the opportunity to help support the cause.
• In the Real Experts area, tradeshow guests spoke with breeders and/or a nutritionist to learn how to tell if their dog is the right weight and get answers to other canine nutrition questions.
They also had attendees complete a Pro Plan Show Plan quiz and survey and, closing the loop, tradeshow booth staff gave away samples and coupons to drive visitors to purchase now and in the future.
The solution was a totally integrated tradeshow exhibit marketing program that leveraged a live theatre and activities to attract and educate consumers.
To have a successful tradeshow p
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