Exhibit booths. Handshakes. Business card exchanges. (Yawn.) While trade shows do offer green industry professionals the chance for face-to-face contact, it can be hard for exhibitors to stand out in a giant convention center filled with noise and visual clutter. If you’ve experienced this situation firsthand, maybe it’s time for you to reach outside your comfort zone and try using social media as a trade show engagement tool.
So, how are you communicating to address the specific needs of varied target audiences based on their geographic, climatic, and agronomic individuality? My last entry here introduced a two-part miniseries in which I promised some ideas on how you can do that directly to end users of your products in ways that distributors can respect, accept and maybe even embrace. This first installment will focus on distributor-centric strategies to begin localizing your marketing communications. The next one will look at specific tactics that can be employed using all of the wonderful new tools at our disposal for personalizing those communications.
Swanson Russell works with about 15 different companies in the green industry, putting us in a unique position to help them find ways of working with each other. Here's a minute-long video from 2012 GIE + EXPO that highlights how we connected two of our clients to create one mutually beneficial promotion.
In this digital age, what is the best way to connect with consumers? Putting your green industry business on a social network! When four out of five active Internet users are visiting social networks and blogs, it only makes sense to go where they are. Plus, it’s easy to start—think of it as an opportunity to brag about the cool happenings going on with your business and a way to ask your consumers how they feel.
Grammar geek. Nerd. Dork. I’ve been called it all, but frankly, I’m proud of these nicknames. Proper grammar and punctuation are crucial to many aspects of the professional world, and I welcome any opportunity to share a few grammar tips to those willing to learn. Whether it’s applying for a job, submitting a project to a client, or simply creating a report for your boss, grammar usage can hugely reflect who you are and how capable you are, professionally.