Monthly Archives

September 2018

Behind the Booth: The Advantages of Trade Show Exhibiting

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Trade shows…It can be a love/hate relationship. They can be hectic and costly: exhibit display, renting a space, electrical or AV orders, drayage, promotional items, travel, accommodations, ground transport, etc. It can all add up quickly and yet we still take the time and money to attend them. Why? The ROI on trade shows and conventions present an opportunity for more exposure, more customers and more insight into what your competitors are doing.

So if you’re on the fence about whether trade shows are for you and your business, here’s a few reasons to show you how advantageous this marketing strategy really is.

Exposure
Trade shows and conferences have the potential to draw in hundreds of thousands of people. What this really means is that there are hundreds of thousands of possible buyers visiting your booth over the course of 2-3 days that you normally wouldn’t be able to make contact with using any other kind of marketing technique in a similar time frame. It’s a numbers game and the odds are in your favor.

Direct Promotion
We use ads and brochures to indirectly promote our goods and services. Trade shows and conventions allow us to use more than one form of communication. You can explain and sell your products and services directly to customers. This kind of face to face promotion gains more traction than any brochure or flyer ever could. Questions can be answered on the spot and relationships can be established right then and there.

Face to Face Communication
We touched on this briefly above, but this is really the best method when it comes to selling your business. Questions can be answered on the spot and you can quash any doubts that potential clients may have. You’re able to start a dialogue and establish relationships right then and there.

Cost Effective
We know money doesn’t grow on trees but when you look at the ratio of money spent vs. the sales generated, it truly is the most cost effective form of advertising out there.

Competition
Trade shows and conventions are the best way for you to see what else is happening in your line of business and how your company is measuring up. Consider how others are exhibiting and what their booths look like, then you can get a better sense of marketing campaigns that work and those that don’t.

The initial investment of marketing your business at a trade show is worth it. With a custom-designed exhibit from GB Agency, your company will be well on its way to reaping the rewards of a great trade show marketing campaign.

For more information on how GB Agency can help your company maximize trade show ROI, click here.

Seasons Change and So Should Your Marketing Strategies

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Now that school is back in session, Halloween is right around the corner, and Thanksgiving will be here before you know it which means Christmas is tomorrow. As the seasons change, holidays and events will impact consumers’ bank accounts. There’s no escaping the holiday season. It’s important to remember that your perfect customer base will simply spend less at certain points in a year.

Spending less may seem like a normal part of life as a consumer, but it can be incredibly painful as a business owner. The level of uncertainty that comes with the roller coaster spending of customers can heavily impact your company’s budget and long term goals. You need to connect with you key demographic of buyers and plan ahead. Do the extra work and consider how to tailor your marketing efforts for every season, year round.

Understanding that consumers will be inclined to spend more money during certain periods of time and times where they will spend significantly less is only one piece of the puzzle. Making comprehensive and targeted improvements to your content marketing strategy will enhance every aspect of your business. Changing your marketing strategies along with the seasons will keep your content fresh and new. By considering your consumer’s spending habits, you can adapt your approach to what they will need throughout each season.

For example, let’s say you run a landscaping business: you know that the winter months are your slowest. Look for opportunities to optimize exposure to your base. Take advantage of the off season to stay connected with your clients with surveys or looking for other potential areas to expand in. Consider the possibility of offering snow removal or deicing services. If the summer months are your company’s off season, think about how you can increase your brand recognition by sponsoring a music festival or some type of local sporting event. Continue to make an effort to connect, personally, with potential clients.

Go further and analyze when you see the least amount of foot traffic in store or when increased traffic occurs on your website? Do your web analytics reflect what your consumers are interested in? All this gathered info can help you keep a conversation with customers during the slow months. Make use of content marketing strategies to reward customer loyalty with seasonal promos or deals during your off-peak season.

It is never too early to plan for the future. Take advantage of every opportunity to provide your target audience with the most important information they need for the season they’re in.

To learn more about how to adapt your current content marketing strategy to reflect seasonal changes, click here and we’ll contact you ASAP

DON’T do it yourself: website edition

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If you’re going to run a business in this day and age, you’re going to need a website. There’s no getting around it. As consumers, we need to be able to access websites to see your business’s contact information, how much your services cost, or if that delicious meatloaf sandwich I ate last fall is still on the menu. Now, I know what you’re thinking, “We’ll just make the website ourselves. How hard can it be?” DON’T. This is not a DIY moment. A poorly made website is worse than having no website at all.

We’ve discussed this before. People do not want to work any harder than they already have to in effort to obtain information. If your site does not appear maneuverable, secure, and professional, they will simply go elsewhere. You’re not only losing online business, you’re losing out on storefront business as well. It’s a double whammy and while it is important to demonstrate credibility and generate sales through your site, there a several other factors that you need to consider as to why you need a professionally created site.

Personalized Design
Your business and your brand are unique so why on Earth would you go with a generic website design?! When you hire a professional design agency, you get what you pay for. They will look at your business, your products and your goals to develop a website that suits you. It’s their job to customize a site that meets your specific needs. The “prepackaged” site designs are severely limited in the text and graphic department. We’re not bound by these kind of restrictions.

Visual Features
Believe it or not, there’s a science to all of this. Too many images, not enough? What about usability? Everything down to the colors and graphics can inhibit a potential customer from action. A professional web developer can determine the proper color scheme, text, and navigation that will work best for your business.

Ever Changing Mechanics
Technology is evolving every day and who better to understand these new trends than a professional web designer? A web designer will use the latest advancements to create your site. Unlike many DIY site builders, a web designer has the ability to add video, social media feeds, and custom features. Whatever your heart desires!

SEO Compliant
Search Engine Optimization: learn it, know it, live it. You want people to be able to actually find your website easily. When you hire a professional web designer, they can rank your site higher on search engines allowing potential clients to locate it.

Website Maintenance
What keeps a good website up and running is not only on the surface. Regular updates and security compliance are key components to your websites success, but they aren’t the “pretty” things your user sees. If your website is constantly down, broken, or not secure – people will be wary of working with your company.

Relevancy
Just because a site is up and running does not mean that there won’t be a need for maintenance in the future. Not only does your website need to continue to operate correctly, it needs to stay current and up-to-date with trends. In the web development world, what used to work 5 years ago is not going to fly today. Your business adapts this way so why wouldn’t your website? We can help you stay fresh and relevant with constant attention.

A poorly constructed website can be hazardous. There’s no need for that kind of risky business when professional website creation is cost-effective and easily accessible with GB Agency.

Seeing is believing. Take a look at some people who thought they could build their own site here. Then, have a look at a gorgeous website we recently did at www.graykunz.com

Interested in a free consultation? Click here and we’ll contact you ASAP

Talk the Talk

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Do you ever feel like some business marketers are speaking a foreign language? Marketing acronyms are being used around the office all the time and not always properly. If you work in the industry, it is essential that you are familiar with the terminology. This is not one of those “fake it till you make it” moments. Have no fear, GB Agency is here! We’ve developed a comprehensive glossary for you to study, skim, and refer back to whenever you may need. Not only will you be able to speak in marketing acronyms with the best of them, your coworkers and clients will be impressed by your expertise. And remember, you’re not alone. We’ve all been there. TTFN

Attention, interest, desire, action (AIDA)
This acronym describes the steps of a customer’s buying process. Marketers aim to lead their consumers through each of these stages in order to gain a conversion.

Business to business (B2B)
B2B companies market their products or services to other businesses.

Business to consumer (B2C)
B2C companies market their products or services directly to consumers.

Call to action (CTA)
Providing direction to your audience prompting them to take a specific action (e.g., call today, visit us online, click here, etc.)

Conversion rate (CR)
A conversion refers to whatever action you desire from your customers (e.g., a purchase, subscription, etc.) The conversion rate is calculated by dividing the total number of conversions by the number of visitors to your website.

Click-through rate (CTR)
CTR is a metric used to determine the success of an online ad. It is expressed as a percentage which is calculated by dividing the number of clicks by total impressions and multiplying by one hundred. A high percentage indicates an effective ad.

Cost per action (CPA)
CPA is an online advertising payment model where payment is based solely on qualifying actions such as sales or registrations.

Cost per click (CPC)
A website using a CPC payment program will charge customers based on the number of times users click on their ad or link. This is often based on a daily budget, meaning the ad is pulled from the rotation as soon as the budget is reached each day.

Customer lifetime value (CLV)
CLV is a prediction of the total net profit a customer will be worth throughout the entire duration of their business with you.

Customer relationship management (CRM)
A CRM system uses technology to organize and automate customer interactions. This enables a company to create more meaningful and strategic communication based on demographic data, buying history and industry information.

E-commerce
E-commerce is an abbreviation of electronic commerce and refers to any type of business that involves the transfer of information online. E-commerce marketing strategies aim to drive users to a website to purchase a product or service.

HyperText Markup Language (HTML)
HTML is a coding language used to make hypertext documents for use on the Internet. A block of text is surrounded by codes that indicate how it should appear in the browser.

Key performance indicator (KPI)
A KPI is a metric used to evaluate the success of an organization or campaign. This is a way to quantify a company’s goals in order to ensure business objectives are being met.

Month-over-month (MoM)
MOM is a form of comparing a metric based on the previous month, usually expressed in a percentage. Similarly, data can be compared quarter-over-quarter (QoQ) or year-over-year (YoY.)

Return on investment (ROI)
ROI is a performance measurement that considers profits in relation to the capital invested. For example, if your company spent $10,000 on an advertising campaign and made a total of $15,000 as a result, your ROI would be 50 percent.

Search engine marketing (SEM)
SEM is a type of Internet marketing that aims to improve a website’s visibility in search engine results via optimization and advertising.

Search engine optimization (SEO)
SEO is the process of developing a technical plan to ensure effective use of search engines as a marketing tool. Some common SEO tactics include targeting strategic keywords, building quality links to your website and encouraging social sharing.

Search engine results page (SERP)
SERPs are the list of webpages presented to you after entering a query into a search engine such as Google. The higher your website appears in the SERPs, the more likely a user is to click on it.

Unique selling proposition (USP)
USP refers to the features or characteristics that differentiate a product or service from competitors.

Word of mouth marketing (WOMM)
This type of marketing is when a company actively encourages an audience to share a message with others. This can be done by seeding information within particular networks, rewarding loyal members or leveraging social media.

Now this is just the tip of the iceberg as new marketing acronyms are created everyday. If you’re not interested in learning a new language, click here and leave it to the experts.

Interested in a free consultation? Click here and we’ll contact you ASAP