MARKETING COMMUNICATION DIGEST

” The most powerful concept in marketing is owning a word in the prospect’s mind ”, said Al Ries and Jack Trout, authors of The 22 Immutable Laws of Marketing . Law #5 is  The Law of Focus  whereby the authors propose you own a word in your prospect’s mind, as exemplified here with these brands: ·          Mercedes - engineering ·          BMW - driving ·          Volvo - safety ·          Domino’s - home delivery ·          Pepsi-Cola - youth While these brands may have evolved somewhat since this book was written in 1993, for the most part each company still owns these words in the minds of consumers, customers and subscribers. In other words, The Law of Focus stands the test of time. So, how can you apply the value of focus in your organization...

Should you attend more or fewer trade shows? Should your booth be larger or smaller? Within any company you will get different answers from different people. According to the Center for Exhibition Research , events generally represent the lowest-cost method for generating new business. The firm says that it costs  56% less  to close a lead generated from a trade show than from traditional sales methods. While maintaining presence in your industry and increasing exposure to prospects and customers are both good reasons to attend an industry trade show, the C-Suite is looking for more concrete value for this typically large investment. Here are four proven processes to evaluate and measure the Return on Investment (ROI) of trade shows and events: 1. Costs Compared to Closed Deal Value The traditional approach to evaluating trade show or event ROI has been to track the number of contacts made at the booth, as captured by card scans or booth forms (Data Cap...