Online Marketing

There's no hiding from the Internet anymore. It's here and it's here to stay. For those companies who are harnessing its powers, the world is literally their oyster. On the other hand, those companies who insist on sticking their heads into the sand will soon find themselves flailing in the mud. For the Internet is not only a communication resource, but is also one that is saving on two of our industry's biggest handicaps: time and money. Given these benefits, today's exhibitors should be putting the Internet close to the top of their list of marketing priorities, especially when it comes to exhibit marketing.

The following is a list of seven powerful ideas, suggestions and tips to help you with your online marketing success:

1. E-Mail Marketing
   
   E-mail has definitely proved itself to be one of the fastest and easiest ways to promote your products and services, and of course, your pre-show messaging. You can send your marketing communication to anyone, anywhere in the world in just a matter of seconds—all for the cost of a phone connection. Make sure you use a targeted list. Unsolicited ("spam") e-mail is considered bad "netiquette" and could risk your company's reputation. Too many complaints to your Internet Service Provider will result in their canceling your account.
   
   Your best list is always your current and past customers. If you want to buy lists try the following sites: www.bulletmail.com , www.htmail.com/customer.html , and www.targ-it.com.
   
   Another important point to consider is your e-mail signature. Make sure that it contains the following minimal information:
   
   • Company/organization name
   • Contact name
   • Phone and fax number
   • Appropriate e-mail address
   • Mailing address
   • Web site address
   • Company tag line


2. E-Newsletter
   
   Perhaps you already have a company newsletter, but what about an e-newsletter? Unlike traditional newsletters, there are no printing or postage costs. It's a great way to constantly be in touch with your customers and prospects, keeping them abreast of new products and services. Here is another opportunity to mention your trade show participation and the benefits of visiting both the show and, more importantly, your booth. Remember to encourage your readers to visit your Web site for more in-depth information.
   
   When publishing an e-newsletter, it's important to use a good e-mail program, one that ensures that everyone on your list does not see other e-mail addresses. Consider the following: www.eudora.com and www.pegasus.usa.com.
   
   
3. E-Mail Discussion Groups
   
   An e-mail discussion group is delivered via e-mail and allows receivers to voice their opinions, usually through a moderator. These discussion groups allow your customers/prospects to ask for help and/or further information about industry-specific topics. Consider adding this feature to your Web site. This is more of an added-value feature that helps increase your credibility in the marketplace, rather than directly bringing in sales. It's also a powerful vehicle for gathering marketing research data.
   
   
4. Web site
   
   Your Web site is a completely automated salesperson that works for you 24 hours a day, 7 days a week. Do you have one, and are you making the best use of it? One of the secrets to successful online marketing is to make sure your sales material is available to those who are actively seeking what you offer.
   
   Promoting your site it vital. You can't wait for people to discover your site by accident: you have to attract them. Good Web promotion means getting your site listed in the most strategic places and then informing your target audience where to find you.
   
   A good site addresses the needs and wants of its visitors. Does yours? Is your site designed for you or for your customers? It's important to look at your Web site as if it were a customer service representative—professional, friendly, helpful and informative. Make sure your pages are easy and fast to download and to navigate. Most Web site visitors are in a hurry and want information quickly. If they have to wait for large fancy graphics to download, they may find another site to visit.
   
   
5. Free Samples
   
   Visitors to your Web site want and expect something for free. The gift is an incentive to move people from being curious to being committed. Consider giving away industry information, articles, tip sheets, newsletters, a product sample—anything that will be of value to your customers and prospects. Consider having prospects pick up their free gift at your booth.
   
   
6. Virtual Trade Shows
   
   Many show organizers are offering their exhibitors the opportunity to participate in a virtual tradeshow. This is a replica of the show on the Internet.
   
   Virtual trade shows offer numerous benefits to exhibitors and to visitors. Visitors to the actual show have the opportunity to preview it and map out where they want to go and who they want to visit before they even step foot onto the show floor, saving them time and energy. For the many people who are unable to attend the show itself but wish they could, the virtual show allows them to "attend" the show in their own time and with no registration and associated travel costs.
   
   As an exhibitor, investigate advertising and sponsorship opportunities to reach a highly targeted and more expanded market. Also investigate links to your Web site, giving you more opportunities to sell your products and services.
   
   
7. Banner Advertising
   
   Banner ads are advertisements that companies buy and place on other companies' advertising vehicles, such as search engines, chat rooms, online magazines, and Web sites. Presently there is no standard size for these ads. To be effective they need to:
   
   • Be targeted
   • Pose questions
   • Be brightly colored (research has shown that blue, green and yellow work best)
   • Have good placement (top and bottom of the page are best)
   • Be animated
   • Have a cryptic message
   • Have a call to action
   
   Change your message frequently to avoid banner burnout—when people start ignoring your message because they've seen it too often.
   
   Internet expertise – who can do it?
   
   Although it will save a great deal of manpower elsewhere, the Internet itself requires its own experts and individuals devoted to its maintenance and development. Money well spent? Without question. It is only a matter of time before industries worldwide will be conducting a significant amount of business via this medium. In a business environment that demands lean and mean, and a high level of customer service, the Internet is one resource that you can't afford to ignore.
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