MARKETING COMMUNICATION DIGEST

Sampling is a marketing tool which is based on freebies (samples) of your product given at no cost to potential consumers. This tool accomplishes a number of functions: attracts new buyers, works on the audience loyalty, ensures feedback from customers etc. It is one tool you should learn how to use. As a rule, when people talk about Sampling in marketing, they mean a giveaway of free samples in streets, at shopping malls, supermarkets, educational institutions, business centres, railroad stations, airports and any other places where you can meet the target audience for the product. For sure, we are talking about B2B sampling and this method of marketing has been well-proven since olden times. The sampling as a marketing method is based on consumer psychology: if potential customers have already tasted a product, first: they have already felt useful qualities of the product, realized its advantages and possible benefits for themselves; secondly: it would be mentally harder t...

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...