What do they have in common? Everything! Both are two of the most prominent and important vehicles to attract new customers to your door; so crafting both messages carefully and accurately is very important.
How is that accomplished? Well, having the right identification/branding on your trade show exhibits tells people specifically what you do or what product you bring to the
marketplace. Assuming that everyone knows who you are and how your product can benefit someone is sheer folly and is why more leads walk by most booths than those that walk in. When in doubt, just say; “we sell widgets!” The same is true when it comes to your company identification on your web site otherwise called your “meta title, meta description, and meta keywords.” Slip up on those and you can fall into oblivion in natural rankings in very short order.
How do you tune up your identification? It starts with knowing your market and knowing who your potential customers are. What are their values and purchasing habits? What is the likelihood that they know who you are? Is what you’re marketing to them a good fit given their buying habits? Are your customers elite shoppers who want the best and are willing to pay a premium for the best as long as there’s great value in your delivery and service, or are your customers the value shoppers who will always demand to pay the least and getting a bad product every once in a while to them is the forgivable downside for always getting the cheapest deal. And they could be somewhere in the middle of these as well. What percentage of the potential customers in the market are in the value proposition you’ve chosen? Is it large enough to support you and all the competition? These are important questions to ask.
Now for the internet, first you have to have alignment with the key words you’re using to attract people and what they see on your site in the first few seconds after landing there. Next, if you have the least expensive price, you can’t afford to “look elite”, and it might not hurt to throw a few meta phrases like “best deal” or “greatest value” into your key words or description list either. You must use the correct key words to attract the class of shopper that you need to sustain your business. This applies to product identification as well as quality.
For over 25 years I experienced firsthand, trade show marketing as a trade show contractor, exhibit builder, and exhibitor in booths from 10 x 10’s to 20 x 30 islands, and then with ShopForExhibits.com I’ve learned the many ins and outs of marketing on the internet; I enjoy sharing my experience in hopes that my customers will in turn be more successful in all areas of their marketing endeavors whether it be online or in an exhibit hall.
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