1. 44 | October 2016 | NNB2B www.newnorthb2b.com
Professionally Speaking is a paid promotional spot in B2B.
44 | October 2016 | NNB2B www.newnorthb2b.com
Professionally Speaking
3 Reasons Your Tradeshow Marketing
Program is Failing
by Peter Linn of Exhibit Systems 920.460.0303
While many companies use
tradeshows and events to
fuel incredible growth and
profitability, others are
struggling to break even.
Some don’t know how well
they are doing at all! There
are many factors that go
into successful exhibiting at tradeshows.
Here are some common reasons your event
marketing program might be failing to
perform well:
1. Little or no (or poor!) pre and post
show marketing
Are you reaching out effectively to your
target audience before and after the show?
Do you let them know about your booth
and what they can learn about or experience
there? Consider a multichannel approach
using direct mail, email and social media
for your “broadcast” messaging, as well as
personal invites to key clients and prospects.
Segment your list and target your messaging
as much as possible – avoid the “spray and
pray” method of marketing! Start planning
your campaign well in advance to get the
best possible results.
2. Your follow up stinks
A staggering number of trade show leads are
never followed up on. Not only do you need
to follow up, but you need to do so quickly
and thoroughly. Make good notes after every
interaction and send specific information
related to each discussion. Document
everything in your CRM system.
3. You’re not at the right show(s)
If you are in front of the wrong people,
you’re wasting your time and money. You
need to constantly evaluate the amount and
quality of interactions from each show and
its relationship to closed new business. If a
show isn’t panning out, consider reallocating
resources towards an expanded presence at
your most profitable shows and/or look at
different shows to attend. To ensure it’s the
right event, you should consider walking it
first before you decide to exhibit at it.
Event marketing is one of the best vehicles
for face-to-face interaction with potential
buyers. In a world of constant, (and often
superficial!) electronic communication, there
is still nothing better than meeting with
your clients, shaking their hand and forming
long-term, trusted partnerships. But like
anything, strategy, planning and execution
are essential if you are going to maximize
your event opportunities in today’s highly
competitive marketplace.
Peter Linn is the Account Executive
covering Northeast Wisconsin for Exhibit
Systems, a full-service tradeshow display
and exhibit house.
Visit www.exhibitsystems.com for more
information or email Pete directly at
peter@exhibitsystems.com.
5 Questions to Ask Your
Banker Tomorrow
by Matt Bakalars of Fox Valley Savings Bank 920.379.9378
When was the last
time you visited with
your banker or were
solicited to switch
over your banking
to another financial
institution?
In the age of shiny
offers and boisterous claims, how do you
know how to pick the right banker for
you?
We’ve put together 5 simple questions
to ask when interviewing your future or
current banker to help ease your decision
making process.
1. Are you prepared to meet my
lending needs? When the time is right,
and you need working capital to support
the growth of your organization, make
sure your banker has the local lending
power to help your organization succeed.
2. Are you the right partner for my
organization? Financial institutions
come in all shapes and sizes. It’s important
that you select the right banker for your
current and future needs. Cookie-cutter
services and experiences work for the
big banks, but for FVSBank, delivering a
custom experience is what we’re all about.
3. Are loans approved locally? If
your banker doesn’t have local decision-
making authority, what’s the point of
working with them? Your banker should
be there to support and understand your
organization’s needs.
4. Who do I call if I need help? If you
don’t know or if you have to get through
assistants, secretaries and customer
service call centers before you get to
your banker, it’s time to start looking
for a new financial partner. At FVSBank,
we work hard to know each one of our
clients, allowing us to give knowledgeable,
responsive and personal service. When
you need help: call me, email me, text me,
stop by or come over for dinner!
5. How do you show value to your
clients? Your business banker needs to be
more than a banker, they need to be your
partner. They should take the initiative
on a regular basis to find opportunities
that support your growth and success. At
FVSBank, we don’t believe in “bankers’
hours.” We work during your hours.
At FVSBank, we strive to create a business
banking experience that is personal and
exceeds your expectations. If you have
questions, give me a call at the Oshkosh
branch. Better yet, call my cell phone at
920-379-9378. I’ll return your call, even
outside of “bankers’ hours.”
Matt Bakalars is Vice President of Business
Banking with Fox Valley Savings Bank.