The Power of Buzz: How to Create It at Tradeshows

By Susan A. Friedmann, CSP

How did Hotmail gain over 12 million subscribers in 18 months? How did the very low budget movie, “The Blair Witch Project,” become such an incredibly successful phenomenon? The answer lies in the power of “buzz.”

Buzz or word-of-mouth marketing influences more people to buy, or not to buy products and services, than most other forms of marketing. Why is it so powerful? Basically, we have a need to share information as a means of communication and also as a way of understanding the world around us. Often, we base many of our purchasing decisions on information gleaned from friends and well-respected associates. We tend to listen to them more readily than most mass-media messages.

In his book “The Anatomy of Buzz,” Emanuel Rosen states, “most marketing today ignores the power of buzz and tries to influence each customer individually.” He believes that “buzz travels through invisible networks that link people together. Noise, skepticism and connectivity all influence today’s buzz.”

As exhibitors you need go no further than the tradeshow floor to find a network that creates a real buzz. It starts prior to the show, gathers momentum at the show, and then slowly dissipates after the show ends. Every exhibitor has the power to influence the buzz. It all depends on product/service quality, marketing savvy, and the decisions made.

I recall visiting a telecommunications show a couple of years ago when the buzz on the show floor concerned a Fortune 100 company and major player in the industry, (who shall remain nameless). The talk centred around the image of their booth, which wasn’t quite up to expectations. The buzz went like this: “The ABC Company has gone cheap. They must be having financial problems.” It’s gossip like this that starts the wheels of the “rumour mill” turning and can even create havoc on the Stock Market. Remarks like this often have very little bearing on reality, but people make assumptions and decisions based on what they see and hear. Obviously, the originating source of the buzz plays a key role in its basis for truth.

I’m sure that you would much prefer any tradeshow buzz to be positive. Since talking about products/services makes economic sense, how can you use the buzz to add to your existing marketing efforts? I’ve put together ten guidelines for you to consider:

1. Brainstorm all possible groups of people who might be interested in your products/services. Consider including the media, opinion leaders, influencers, lead users, politicians, analysts, etc. Don’t forget chat rooms and newsgroups although buzz still spreads primarily by personal interaction.
   
   
2. Research how information spreads among your customers. Ask them how they usually learn about new products/services. Who are their major information sources? Who’s information do they value? You’re primarily looking for groups of people rather than individuals. However, don’t discount individuals, as they may well be a powerful opinion leader.
   
   
3. Develop a clear and concise message highlighting the product/service benefits you want to filter through these different groups. Zero in on your product’s uniqueness and what it can do, for example, to help save time and money – two basic elements most people seek.
   
   
4. Think about ways to tap into these groups to spread the word about your products/services. Use these in addition to your existing marketing efforts. Never rely on just one means of connecting with you target audience. Your credibility is enhanced through different marketing mediums. For example, exhibit marketing could include pre-show advertising, at-show sponsorship, and a post-show trade publication article. The more ways people can hear and see you the better.
   
   
5. Offer prospects easy ways to try your product/service. For example, the makers of Pictionary gave demos in parks, shopping centres, and other gathering places. The tradeshow floor presents excellent opportunities for this.
   
   
6. Come up with other creative ideas to enhance tradeshow show demonstrations. What can you give people to take away to remind them of your company, products, and positive show experience. Think about something that will help create the buzz. It’ll have to be more creative than a key chain or stress ball. The more product-related the better. You want people to remember and talk about you – positively!
   
   
7. Look at special groups whom you might offer a product discount, a loaner, or even for free. You’re looking for groups/individuals where the direct product experience will help spread the word. For example, when FedEx started out, it offered free shipping to show people how their program worked. America Online continuously finds ways to offer hundreds of free hours of trial usage to entice new users. I recently saw a display of free CD’s at WalMart.
   
   
8. Use press conferences for major announcements, new product introductions, but only if they are truly new or improved, or general industry trends – what’s hot and what’s not. Realize that editors are interested in timely newsworthy information: industry trends, statistics, new technology, or product information. The media get very upset attending a press conference, which is poorly organized and where there’s nothing newsworthy.
   
   
9. Use sneak previews at tradeshows to build anticipation and help create a buzz on the show floor. Give people a fun experience and a behind the scenes view of what’s coming. TV and the movies have got this down to a fine art with their coming attractions. Siemens just did this extremely successfully at the recent CTIA show in Las Vegas. They organized a live marketing presentation with a futuristic theme that featured a digital phone prototype. They certainly created a buzz, which had people, including myself, inquiring about the product’s availability.
   
   
10. Make use of tradeshows to educate your target audience. People are hungry for information. Investigate opportunities to speak either during the workshop sessions or incorporate an educational session into your display. The power of buzz far exceeds many conventional marketing vehicles. It is probably the oldest, most well-used and valuable one out there. Look at how you can make it an integral part of your existing marketing plan to influence the voices in your industry.
    

Susan A. Friedmann, CSP, is The Tradeshow Coach, Lake Placid, NY, working with exhibitors and show organizers to improve their tradeshow success through coaching, consulting and training. For a free copy of ExhibitSmart Tips of the Week, e-mail: susan@thetradeshowcoach.com; or visit her Web site: www.thetradeshowcoach.com.

Published in Networking Today, September 2002.

Software Tips & Tricks Tips for Excel Users

By Laura Noble

Page Break Preview Page Break Preview displays the location of page breaks. This view is helpful as it is a quick method to check if certain columns do not fit on a page width. Blue lines separate each page. Clicking and left-dragging these blue lines can adjust location of page breaks.

Method One:
Select from the View menu, Page Break Preview.

To close Page Break Preview, select from the View menu, Normal.

"####" in Excel: Aka Long Numbers in Excel

When Excel calculates values, often the results appear as a series of "####"'s as shown in sample below.

The series of pound signs (#) indicate the column width is too narrow to fit the value. This can be corrected by decreasing the font size, decreasing the decimal places, or widening the column.

Entering Fractions In Excel

To enter a fraction in Excel you must enter a zero followed by a space then the fraction. Omitting the zero and space will result in Excel entering a date.

1. In the sample below 3/4 was entered into cell A2 and resulted in a date.
   
   
2. In cell B2, 0 3/4 (zero, space, 3,/,4 - without commas) was entered and a fraction, 3/4, (.75) was the result
   

When entering a compound fraction, enter the whole number followed by a space and then the fraction.

In the sample below, the space was omitted from the entry in cell A4.

Laura Noble is the owner of Noble Software Solutions. Laura can be contacted at 519-680-2689 or by e-mail at lnoble@noblesoftwaresolutions.com. www.noblesoftwaresolutions.com

Published in Networking Today, September 2002.

Help! My PowerPoint® Crashed and I Can’t Boot Up

By Karen Susman

Microsoft’s Bill Gates spoke at a large technology conference a few years back. Five minutes into his presentation, his expertly designed and choreographed PowerPoint® slide show coughed, sputtered, and stubbornly refused to respond. If it can happen to Bill, it can happen to you. In fact, it will happen to you.

Here are some ways to avoid having such a Bill Gates moment.

1. Assume that your computerized slide show will snafu in some way and have a Plan B.
   
   
2. Bring overhead transparencies of your computerized slide show as a back up. Request an overhead projector just in case.
   
   
3. Print a copy of your slide show for yourself in the three-on-a-page handout format to use as point reminders. (Don’t substitute copies of slides for handouts. If someone requests a copy, mail a duplicate.)
   
   
4. Create your program content before you create your visuals. Then look for places where slides or other visuals would add something to your content.
   
   
5. Reduce the number of slides in your show to the bare minimum. If you can do without a slide, hit the delete key.
   
   
6. Practice using a flip chart to clarify your presentation. Why? Three reasons: If your computer wing ding defaults and there is no overhead projector, you can still illuminate your remarks with a quick flip chart illustration. Secondly, since so many are using computer slide shows, you’ll be unique. Thirdly, a flip chart image, no matter how rudimentary, is spontaneous, energetic and gives the audience the feeling that you’ve customized the presentation just for them.
   
   
7. Be courageous and use an object, or demonstration to elucidate your point. Instead of projecting a slide that says, “Diversity is Important,” whip out a delicious box of 64 crayons. After the audience’s groans of envy die down, use the crayons as an analogy to show the value of all those gorgeous colours. Just imagine how unwelcome a box of 64 all forest green or all burnt orange Crayollas would be. Consider how dull an exclusively flesh toned flower garden would be. You get the picture? (That’s the idea. You get the picture much better with a tangible object than with a slide that has a headline and six shooting bullet points.)
   
   
8. Only six bullet points? If you’re creating a slide or transparency that is chock full of words, have no more than six lines with no more than six words per line.
   
   
9. Use a headline for every slide, transparency, or flip chart page.
   
   
10. Present only one point or idea per slide, transparency, or page.
    
    
11. Detailed charts, graphs, and lengthy text are best presented in handout form.
    
    
12. Whatever visual medium you use, keep the lights up as much as possible. You want the audience to see you, and stay alert.
    
    
13. Rehearse, rehearse, rehearse. Did I mention “rehearse?” Set up and check out your visuals and equipment way before show time.
    

Remember, a visual aid is only an aid. It is not your presentation. It is certainly not your message. So many people I coach are madly in love with the whiz bang possibilities of computerized slide shows. They are addicted to slides and bullet points flying up, fading out, splitting, cascading, zooming, and twirling. If their software offers sound effects, birds chirp, cymbals crash, horns blow -- and that was just the first slide. Some speakers become so dependent on their slide show being more dynamic than they are, they are lost if the show crashes. (Please give Bill my number.)

Be prepared to present your program by candlelight with only a stubby piece of chalk to scratch on the walls. If the cave man could get his message across about the features of the new Protecto Hit-‘Em-Over-The-Head Club 2000 Upgrade with only a charred stick to mark the cave walls, you can deliver your message sans whiz bang. The only thing that needs to be animated is you.

Karen Susman is a Speaker, Trainer, Coach, and Author of 102 Top Dog Networking Secrets. Karen works with organizations that want to maximize performance. Programs include Humour at Work; Balance In Life; Networking Skills; Presentation Skills; and Building Community Involvement. Order new guidebooks on humour, networking, time management, and community involvement by calling 1-888-678-8818 or e-mail Karen@KarenSusman.com.. www.KarenSusman.com.

Published in Networking Today, September, 2002.

The 23 Best Lines in Marketing

By Jeffrey Dobkin

Like old friends, these lines are of great value to have at your side. This reoccurring arsenal of words is a centre point in almost all of my campaigns.

In Direct Mail:

"Gift Certificate Enclosed" How many times have I said this? Whew. My very favourite line for getting my clients' direct mail packages opened. Reasons?

• Gift certificates are inexpensive to print, at one third or one quarter of a sheet of paper – or less.
  
  
• May be printed on the same sheet as the letter, catalog, or order form for extra savings in printing costs.
  
  
• Ship flat and adds little weight to your mailing package.
  
  
• They're more upscale than coupons.
  
  
• Gift certificates have a high-perceived value.
  
  
• Cheap to redeem – in fact, they have no cost until redemption.
  
  
• May be targeted to specific merchandise or offers – good for overstock or high margin items.
  
  
• Naturally easy to track. Any arguments?
  

"Free Offer Inside..." This works almost as well. When a gift certificate just won't suffice in a business-to-business mailing, this is usually my next choice. And more often than not, the other writing on the envelope is:

"OPEN IMMEDIATELY!" There's a saying around here in Direct Mailville that states you must tell the recipient exactly what you want him to do for the best chance of having him do exactly what you want. "Just Call and Get..." How many times have I said this phrase? Hmmm, nope, can't count that high. I mix it in with one of my other key phrases:

"Call Us TOLL FREE..." In a copywriting assignment for an envelope printer, I asked readers to call 16 times in a 2 page letter. 16 times in one letter! So don't feel bad about asking customers to call three or four times on the same page. If you'd like to see how I weaved this into the letter copy without being too obnoxious, just drop me a note and I'll send you the letter. Yes, the letter definitely made his phone ring.

"Dear Colleague" It's one of my favourite salutations. So much better than “Dear reader,” which is always my last choice. And who's to say your reader isn't a colleague in some fashion.

"...and Friend." I like to offer this phrase after the salutation, to make it friendlier and more personal. And it does. "Dear fellow Pharmacist and Friend." "Dear Pet Lover and Friend." "Dear Chevy Owner and Friend." About 50% of my letters have these two words after the opening salutation. In any type of local mailing, my favourite opening is "Dear Neighbour and Friend." Sounds kinda' nice, n'est-ce pas? Readers usually think so, too.

"Thank You." You know, you can never say “thank you” enough to your customers. Never. Almost every letter I send has the word thanks in it at one point. Another way I express this is:

"Thank you for your business, and your trust." If you don't thank them, how are your customers to know you care, or appreciate their business? Chances are they won't. That means if they have the opportunity to go elsewhere, they will. I ran monthly advertising with a magazine for 6 years, they never thanked me once in a letter. When the ad became marginal, I dropped out, and never felt one bit of remorse, despite their pleas. Contrast this to the form we shipped our product with: our shipping form measured 4½" x 7½" and I thanked our customer 6 times on this form. You can call me on this one too – just drop a note and ask for our old Merion Station Mail Order shipping form. Thanks. "Thank you for your kind referral." One of the best ways to get business is through referrals. One of the best ways to get more referrals is to send a thank you letter to the person who made a referral. No, a phone call is not the same. When you hang up after a phone conversation you cease to exist. A letter, well, that can hang around for a while – to be appreciated over time. I once wrote a nice “thank you” letter to a retailer who installed my car radio. They framed it and hung it on their wall – for about a year.

Face it, when someone calls to say thanks, you say "That's nice, they called." End of story. But when you receive a letter of thanks... well, that's big time. Someone actually took the time to sit down and write a letter of thanks. Wow, monumental effort. They know you appreciate it. To our firm, a referral means someone gave our name with the silent pledge of his trust. It is an honour we don't take lightly.

"Thank you for the opportunity and the privilege to be of service." Business rule number one: it is a privilege to serve your customer. Let him or her know this is how you feel, and customers will remain loyal to you for years. Not only do I say this frequently, I believe it. So does every person in our firm – it is part of our company creed.

"New Product Offers Benefit!" This formula is unusual in that it works almost everywhere. In direct mail, it's a safe bet for envelope teaser copy, especially when coupled with the three great lines at the top of this article.

"New product offers benefit" also is one of the best, time-tested formula for the headline of an ad or a press release.

It's also my very favourite formula for the "Jeff Dobkin Benefits-First Press Release." I've found if you use this formula for the first line of your press release the benefits never ever get cut out. Editors cut from the bottom, and sometimes from the middle, but the first sentence is always left intact. Since benefits sell the product and increase the response, it's a hard-hitting direct marketing technique to squeeze them in anywhere you can. They'll look just great up at the top of your press release.

"Free Booklet offers how-to information." This headline attracts readers with a free offer, but also limits the attraction to the specific market segment you are targeting to better qualify respondents. This saves you time, and money by not having to send literature to a non-buying, poor-prospect market. On the up side: "Free booklet shows you how to pack glassware for moving!" produces good response, but only from people who are going to move. Very targeted marketing. This type of headline produces tons of high quality, highly qualified leads.

"Objective:" Before writing any copy, including sales letters, brochures, direct mail packages, catalogs, everything – first write "Objective:" in the upper right corner of a clean sheet of paper. Then write the objective. I do this at the start of every writing assignment. This reminds me why I am writing, and what the writing must accomplish. Unless I'm drafting a catalog or hard-hitting package that sells products directly, my objective is usually to make the phone ring; so my copy is written to sell the phone call. Objective: to make the customer pick up the phone and call. Writing the objective first, clarifies my writing. The objective is usually a surprise to most of my business-to-business clients who think I am trying to sell their products. Heck, it's tough to sell from a sheet of paper. I generally leave the selling to them. I just make the phone ring – with warmed-up prospects.

In PR: "Are you the person I should send this press release to?" I don't think I've ever met an editor who isn't incredibly sick and tired of press agents or product developers who call up and say, "Did you get my press release?" Sure they got your press release. They receive all the press releases – which one was yours? This is usually followed by a flurry of activity: the editor having to fumble through the stacks of papers, half-written stories, half-finished coffee, and occasionally toward the deadline of the month – half-eaten pizzas – sitting on their desk to find your release. I guarantee by the time they found it, your press release has one foot in the grave – er... wastebasket. Still in all, more likely than not you're going to have to send another press release to make sure they have it on-hand and at the ready.

Yet it's much more likely your press release will be published if you speak with an editor. So here's the plan: Call the editor BEFORE sending him or her a press release, and ask, "Are you the person I should send this press release to?" You see, this sets up a “can you help me” relationship with the editor, and editors by their nature – like school teachers – are a very helpful lot. If they say yes, give them a short, one-minute pitch (they're also a very busy lot) and then send your release to them. This will increase your chance of being published from 5% to 50%, maybe 70%, maybe 80%.

If the editor isn't the right one, and says, "Oh no, you've got to send that to Jeff Rogers, our chief editor down the hall." You then pick up the phone and knowing full well Rogers is the one, you call and say to him, "Are you the person I should send this release to..." You see this sets up a “can you help me” relationship...

"Nice speaking with you." Even if it wasn't, "Nice speaking with you, thank you for receiving my call" should be the first line of the letter you include with the press release that you send to an editor after you've spoken with him or her. (Yes, I believe all press releases should be sent with a letter). Since most press releases are sent without phone calls, this subtly reminds the editor of your conversation, and that the publishing of this particular release has great importance to you. Also remember not to say in your letter,

"Enclosed is our release..." they can see that. Instead, your letter focus should be on "Thank you so much for your consideration to publish our release. Your readers will get this wonderful informational booklet, shipped promptly, filled with terrific ideas and tips on.…" Letters with press releases build your credibility. Still More Great Marketing Lines

"See Page..." In catalogs I always like to refer customers to other pages. Whether it's accessories, similar items, or just stuff that goes well with other stuff. The best thing a customer can do is thumb through the pages. The longer the customer stays in your book, the better the chance he'll order something, or order something else.

"See Order Form on Page..." If the objective is to have customers order, it never hurts to remind them. Pointing to the order for is a subtle reminder. A nice phrase is "It's easy to order – see Order Form on page..."

"What's New Inside..." In newsletters, catalogs, long copy packages, and other longer publications I like to entice readers with a bulleted list of fascinating places to go to inside. If we can just spike a couple of high interest notes and get the reader inside, we've accomplished the cover objective and have a good start toward our goals of additional time in our package and increasing sales and brand loyalty.

"And how did you hear of our company?" Built into every advertising and marketing program should be a tracking system. When your marketing is purely through the mail it may be easy to track through a priority code number, response sent to a particular department, or simply a colour coded envelope. But some marketing programs, and most retail operations need to figure out which ad their customer saw or which offer they are responding to. I always recommend this simple method: leave a small pad of paper or stack of 3" x 5" index cards next to each phone, and when it rings – early in the conversation – ask "And how did you hear of our company?" Take all the filled-out slips of paper and put them in a selected drawer. At the end of the month you'll have a good idea which ad or program is working. At the end of 6 months you'll know for sure which ads were profitable and which mailing worked the best.

"It's a little over, is that OK?" OK, so it isn't used in direct mail. But I don't know of a deli counter man this side of New York who hasn't used this up-selling line at least a thousand times a week. Pretty effective marketing, eh?

"Satisfaction Always Guaranteed" Heck, you're going to get stuck with it anyhow if it comes back, might as well be a nice guy and say this right up front. It'll increase your sales. "Kindest regards," I sign off of every letter this way. Kinda' nice, don't you think?

Jeffrey Dobkin is the author of How To Market a Product for Under $500, Uncommon Marketing Techniques, and Inside Secrets of Direct Marketing. Mr. Dobkin can be reached at (610) 642-1000 or visit his Web site at www.dobkin.com

Published in Networking Today, September, 2002.

Speaking Without Notes

By Diane Moore

If you watch polished, professional speakers you may notice that most of them seem to make their presentations with few notes, and some may not use notes at all. Nervous speakers tend to write out a script, then stand at a podium and simply read their notes to the audience, but this approach can lead to boredom for both the speaker and the listeners.

To wean yourself from relying too heavily on notes during your presentations:

• Don’t try to memorize your presentation word-for-word. While memorizing your opening and closing might be helpful, break everything in between into chunks that each develop one point. If you can’t remember all of the points, write them down on one card or sheet of paper in large block letters so that all you have to do is glance down at this outline to remember what you need to talk about next.
  
  
• Use visual aids. Overhead transparencies, flip charts, or PowerPoint® presentations can contain the necessary “prompt points” to remind you of what you want to say next. Rather than using an exact script for each point, try to remember generally what you want to say about each thing.
  
  
• Poll the audience. Ask them a question such as, “How many of you have bosses who sometimes disappear without telling you where they are going or when they’ll be back?” The audience will enjoy participating and seeing how many others raise their hands, and you will get a break from having to fill up every moment of your presentation with your own words.
  
  
• Break up your talk with activities. Unless you’ve been asked to make a formal speech, look for natural spots to insert short activities that audience members can do in two or three minutes, such as talking to the person next to them about their views on a particular subject. While participants are performing the assigned activity, you will have a chance to glance at your outline to remind yourself of what you want to say next.
  

For more useful articles on career management and enhancing performance in the workplace, visit The Office Professional Web site.

Published in Networking Today, September, 2002.