Disruptors in the Real World

Marketing is a waste of money and time if you’re not attuned to the real world. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. To many marketers, that’s a major problem, but to guerrilla, it’s an inviting chance to stand apart […]


How Guerrillas Economize

When guerrilla marketers think of economizing, they don’t necessarily think of trying to save money. What they do think of is getting the absolute most from any money they’ve invested in marketing. They realize there are two kinds of marketing — expensive and inexpensive — and they know that expensive marketing is the kind that […]



Steps to……

Three Low-Cost Exhibit Marketing Ideas We’ve all heard the bad news about what it costs to exhibit at shows. (Estimate: $7,000 for a 10-foot portable!) The good news is that there are also many inexpensive ways for small companies to promote themselves at shows. Here are three ideas: Name awareness. Many people buy products simply […]


7 Deadly Sins of News Releases

A news release is often your only chance to make a great first impression. Newspapers, magazines and trade publications receive them by the truckload. That means sloppy, inaccurate, pointless releases are the first to hit the newsroom wastebasket. To make sure yours isn’t one of them, avoid these 7 Deadly Sins: Providing insufficient or wrong […]


5 Silver Bullets for Stopping Sales and Marketing Leaks

It’s a sad fact of our profession, but the truth is that more than 70 percent of leads generated by marketing lies untouched by sales. Such sales and marketing “leakage” occurs when marketing spends significant dollars on large-scale campaigns that deliver large volumes of leads but very few bona fide prospects. This, in turn, causes […]


Dare to be different

Business managers are constantly being told to “be different”. There is a widespread belief that different is good, and that the greater the difference, the better. Managers often struggle to find the one differentiator that they think will lead to untold riches. However, there are many ways that differentiation for success can be achieved, some […]


Selling to new exhibitors

Pinpoint prospects. Looking for new customers? Consider these sources: Referrals. Nothing beats word of mouth, so tap your existing exhibitors and attendees for referrals. Sweeten the deal with an incentive like a discount on next year’s booth or on registration. Grass root sources. For regional shows, contact state or local economic development councils and ask […]


How to do a 60 second pitch Going up? The elevator pitch explained

The “elevator pitch” is one of the more controversial aspects of business promotion. British business culture has always been uncomfortable with this American form of blowing one’s own trumpet, perceiving it as insincere, shallow and opportunistic. However, over the last few years, a growing number of UK-based businesses, both large and small, have made the […]


How To… handle clients from hell

ONE of the unavoidable problems of running an event is having to deal with the occasional disgruntled customer. But what happens when you encounter the client from hell who complains endlessly about everything your company does and has made it his mission to make your life a misery? The answer may be just to say […]