What Creates The Total Brand Experience?

Build relationships with retailers and consumers through multiple touch-points to create the TOTAL brand experience.

The Brand Experience Diagram

In-Store
Displays: Floor, wall or table-top displays have been proven to increase sales by upwards of 45% or more. Having a section that stands out from the clutter will have people looking at your product before the competitors.
Promotions: In-store contests or a Gift with Purchase (GWP) is a great way to introduce your brand or product to new customers as well as build brand loyalty.

Sales Tools and PKs
Kits and product knowledge sessions for the floor staff give the tools and education they need to sell your product with confidence. Creating sales incentives will keep your brand and product top of mind with the sales team.

Seeding
Seeding your product to the right influencers will drive word of mouth business, build product reviews online and create photography for social feeds.
For example, if your product is for a specific industry such as Kayaking, develop relationships with Kayak instructors and organizations/clubs.If the instructors love the product and wear it on the job, they will recommend your product to each of their students.

PR and Media
Building relationships with media will help tell the right story and will build trust with retailers and your potential fans.
Co-op/MDF: Local advertising helps drive traffic into the retailer to find your product. Brands and retailers usually split the cost of a MDF program 50-50 up to 5% of their total bookings (orders). This is a great way to support your retailer and help drive sell-through plus ensure an increased booking the following season.

Digital Storytelling
Create a digital asset kit for your retailers so that they can post your brand’s stories on their website and social accounts, as well as be used for in-store screens.
Social Currency:
Create innovative storytelling that allows fans to engage with your brand in a different way and allows new fans a sense of discovery.

Events
Creating brand activations at a local event in a community or at one of your retailers helps build brand awareness and brand loyalty.

Future blog posts will expand on each of these touch-points to give you ideas of what you can do create your TOTAL brand experience.

(Original Post : October 2012 / Revised December 2016)

Trade Shows Are An Investment You Make In Your Business

5 Ways to Make Your Investment Count

Trade show investment Checklist

  1.  Measurable Goals
    What is your goal? What do you want to achieve? If you don’t have a measurable goal in place you will never be able to accurately determine if the trade show was worth attending. Be greedy and have more than one goal. Have a goal for the show itself, and also have a goal for the revenue that comes immediately afterwards.
    Example:
    # of Warm/Hot Leads picked up at the show
    # of conversions after the show

  2. Storytelling
    No matter the size of the your trade show booth, there needs to be focus! What story do you want to tell? What do you want every person to leave knowing about your brand / product / service?
    Allerion Trade Show Booth
    Booth Example:
    This Allerion booth is only a 10 x 10 space but it checks all the boxes. It is simple with a clear message. You know immediately the industry that they are servicing. You know the positioning that they are taking. You know the product that they are showcasing. You can easily find the contact information without having to search for it.

  3. Engagement
    Even if you are a B2B business who works with corporate clients, every person who visits your booth should leave with a great brand experience.  This does not mean you need to hire dancing monkeys and give neck massages unless of course your business is a travelling circus or a spa. This means that every person who passes through your booth should feel that they are important, whether or not they are a likely candidate to partner with your business.

    The simplicity of a smile, a greeting, a demo, a coffee or something that is unique to your business will go a long ways in establishing your brand as a true leader in your industry. Adding interactive touch points such as touchscreen kiosks or video demos, can keep visitors in your booth longer giving your sales team more time to build relationships.

    Maison Orphée Trade Show MarketingPersonal Example:
    I was at a consumer trade show this past weekend, and one brand really stood out to me as having checked all the boxes. Maison Orphée, from Quebec, engaged with each and every person who stopped by their 10 x 10 booth. Before getting a hands-on demonstration and creating your own vinaigrette seasoning to take home, you were requested to download their app.  From a marketing perspective, this was a brilliant move as they now have the ability to track future activity through their app, plus can determine if they met their more immediate goals of # of downloads and purchases.

  4. Sales Tools – Be Digitally Savvy
    Have your sales tools in both digital and hard copy formats. Have an ipad in the booth, where people can sign up for more information to be emailed to them. This gives you a reason to reach out to a potential lead after the show is over, and the information overload has settled down.

    As per the example above, creating an app with real value, gives you a continued connection to your fans and customers long after the trade show is over. The Maison Orphée App, gives searchable recipes for Marinades and Vinaigrettes, as well as easy to use functionality that allows you to change up the recipes depending on the # of people you want to serve.

  5. Preparation = Rewards
    Don’t believe the saying, “If you build it, they will come.” Be prepared. Don’t wait for walk by traffic. Invite people and have set appointments. I can’t stress this enough. Get people excited about the event weeks in advance. This could be by social channels or by a fun personalized invitation sent out to your database.

    Personal Example:
    I was at a show recently where a few sales reps from various booths commented that “Tradeshows are dying” and as I looked around, I noticed that their booths were slow and reps were just chatting with each other. Yet, as I rounded the corner to go visit the booth of the brand I was working with, I noticed a drastic difference. This booth was humming with activity. Every rep was busy with a customer. At the end of the show, I asked them what they thought made the difference. They said it came down to the fact that they had sent out invitations and set up appointments weeks in advance.

Make sure your investment nets you the outcome you want by taking the time to plan ahead.