Tag: Sale

There are 3 posts tagged as Sale.

Trade Show Planning for Mompreneurs

Today Charles Dugan is my guest blogger with some information that will expand your thinking about marketing your home-based business. Thanks Charles!

 

Many – if not most – successful business women are also moms; some are even WAHMs (work at home moms). That doesn’t mean they can’t also have successful careers in the corporate world. If their career path takes them into marketing and sales, they will at some point attend or possibly exhibit at trade shows – the key B2B marketing tool. Trade shows offer the opportunity for one-on-one networking and sales, with face-to-face discussion that phones and virtual networking can supplement, but not totally replace.

 

If you have been given the responsibility of marketing your organization’s products and/or services at a trade show, and you’re a novice at the task, it may not take long before you feel overwhelmed by the prospect. Where should you go? What kind of events should you attend?

 

There are several basic types of trade shows:

1) The smallest and least expensive show, often called a table top expo, is typically very local in nature. Often sponsored by a community organization or chamber of commerce, it is normally possible to exhibit at a table top expo for a few hundred dollars. You won’t get a targeted audience for your organization at these expos, but you will gain additional local exposure with the members of the chamber or the association sponsoring the event. These smaller expos are sometimes also organized around educational seminars or roundtable discussions. If the discussion topic fits your organization and you can become part of the seminar or discussion, you may see increased interest in your organization as a result of your participation.

 

2) The next step up from the table top expo is the regional trade show. These shows are budget-conscious, smaller versions of national trade shows. Regional shows are often part a nationwide trade show tour. Although regional trade shows offer seminars, very few offer networking events. If seminars are important to your organization, regional trade shows may be right for you. But, if you’re looking for networking opportunities, regional trade shows are probably not a good fit. You will find that the attendee net stretches farther out than it does for a table top expo, but most attendees at a regional trade show will be coming from within driving distance of the event.

 

3) If you are looking for a multitude of activities and high-level, business-to-business opportunities, then your company is probably in the market for a national trade show. Organizations from across the country travel to these events to participate and exhibit their products and services. At national trade shows you will find many educational seminars and networking events, presentations of industry awards, and keynote speeches given by business leaders, celebrities and comedians. These shows can be very large, with hundreds or more exhibitors, and thousands of attendees.

 

4) For businesses looking to expand outside the U.S., international trade shows may be a viable marketing option. Attending an international trade show is more about building relationships with other businesses or organizations than it is about individual sales. If you are looking for help with regional distribution or marketing in another country, then attending (not exhibiting!) an international trade show is a good first step.

 

As you can see, there are a variety of different types of trade shows out there. We’ve only begun to scratch the surface as to what makes each different from the other, but hopefully this article helps to provide a starting point for your research. The first step is to clearly identify your needs, and which level of trade show best satisfies the requirements. Next step is to identify the right shows for your market, make a plan for exhibiting at the show of your choice, etc – all good subjects for future articles.

 

Charles and his wife Terri own and operate American Image Displays, a 25 yr old trade show display firm located in Redmond, WA. Their bookkeeper is their daughter Megan – a working mom with a 9 month old baby boy. The business focuses on providing fast and friendly service, helping clients to filter through the thousands of display choices to find the best solution for their specific requirement. Their blog mixes trade show planning and B2B marketing tips with new product reviews; you can visit it here – American-Image.com/banners

Researching Women as Your TARGET Market

Lorrie-Morgan-Ferrero

Here is my favorite copywriter Lorrie Morgan-Ferrero teaching us how research and write to your target market, an essential skill.

Women, like men, are vastly different and fit in multiple categories making market research more challenging, but incredibly important.

Imagine a circle with the words “female prospect” in the middle. Now when you go to categorize your “female prospect” imagine drawing a circle with a line to each quality she has. Here is just a thumbnail of some you should be looking for:

Different segments

  • Age (20s, 30s, 40s, 50s, 60s, 70s)
  • Single corporate women (with kids/without kids)
  • Married corporate women (with kids/without kids)
  • Single entrepreneurs (with kids/without kids)
  • Married entrepreneurs (with kids/without kids)
  • Single white collar workers (with kids/without kids)
  • Single blue collar workers (with kids/without kids)
  • Stay at home moms

Different lifestyles

  • Active
  • Sedentary
  • Straight
  • Gay

Education level
Ethnicity
Religious affiliations
Aging parents/grandparents
Hobbies

Pets
Financials

The list is practically endless but you can see our female prospect has different needs based on different categories.

Here’s how you work the TARKET FACTOR. One of the things I figured out a long time ago is when you’re writing copy or any marketing materials, you need to be very specific about who you’re talking to. So rather than writing to a mob of people – your target market – I recommend you write to a SINGLE PERSON – your TARKET. Tarket is the term I coined as the singular of target market. It’s like your persona or character or avatar who is a representative of the majority of your ideal customers.

I created this concept and it’s a very useful device when writing copy because it’s extremely connecting and relationship-building which is what women in particular look for.

Here’s how it works. You’ll want to take notes on this.

First you do your target market research so you know where they live, where they shop, what motivates them to spend, what problem you solve.

Next, I’m asking you to take it a step further. When you’re writing your copy I want you to imagine a single person and write to that person. I want you to choose a gender, an age, a back story, even a name. I want you to be able to picture that person and write to her. For example, my tarket is Nikki Stanton, a 37 year old divorced entrepreneur with a web conferencing business. She’s Internet and business savvy. Invests most of her profit back into the business. Lives in San Diego in a gated community with her 10 year old daughter, Madison. Involved in daughter’s school and drives her to dance classes. Has a home office making approximately $117,000 per year. Jogs 3 times a week in the neighborhood. She loves to find bargains on designer clothes. And dreams of visiting Italy with her daughter someday.

This technique makes your copy very personal, like you’re talking to the reader on the other side. Copywriting is actually an interactive sport. There is the writer – you – and the reader or prospect. As soon as the prospect doesn’t feel connected or interested the relationship is over.

If you want to find out the whole story about how to deeply reach the women in your target audience, you can check out this link to the *The She Factor* by visiting www.TheSheFactor.com and decide if you are ready to join us for the next class.

The She Factor Marketing System

The She Factor Marketing System

I love this technique taught here by Lorrie! It has really helped me. If you can’t join her class, you can get the entire The She Factor Marketing System which includes dvd’s, cd’s and the workbook for 50% off! Just  use coupon TSFMS50 at checkout for 50% off.

Award-winning marketer, world-renowned copywriter and creator of “The She Factor®”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. She has written award-winning home study courses, conducts a world-famous virtual copywriting training, holds live workshops, and is authoring the original book, The She Factor based on her own She Factor Marketing System. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version…marketing written with authenticity, trust, and rapport.

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