May 2005 - Posts

• Did you see that TRYvertisement?

  May 01 2005

  Experienced consumers are more receptive to powerful alternative marketing thinking such as TRYvertising, a new breed of product placement in the real world where consumers can make up their minds based on their experience. Check out how these TRYvertisers are creating trial for their products: Fairmont Hotels in the Bay Area has a partnership with Porsche to provide guests with "Tour de Fairmont" packages, available at The Fairmont San Francisco and The Fairmont Sonoma Mission Inn & Spa. Guests can choose from a Porsche Boxster or Cayenne. (Source: USA TODAY) Last year, Senseo installed its coffee machines at a number of Dutch bus and tram stops, offering waiting passengers a cup of fresh-brewed coffee. It was perhaps not the most spectacular stunt ever, but much more relevant to consumers than a billboard trying to show the aroma. Nike Fitness Academy is offering a series of free workout classes, taught by certified instructors from the Nike Fitness Team, in the fitness room of the General William Lyon University Center at USC. Participants can try on the latest models and styles of Nike shoes while they work out. (Source: Daily Trojan News) If you don’t give TRYvertising a try, someone else may, and customer expectations are easily set. (Source: www.trendwatching.com) no comments

• Tradeshow displays: what makes them work

  May 01 2005

  Four easy tips guaranteed to improve your tradeshow displays. Tradeshow displays don't sell stuff. The job of the display is to make people stop so that you can sell stuff. Sucker punches work. Show attendees something so different and so to-the-point that they will have no choice but to slow down or stop. Here is a trick for differentiation: Draw two columns on a sheet of paper. Title the left column "My Display" and the right column "Their Displays." Under "My Display," list all the things you might put on your tradeshow display. Then, under "Their Displays," list of all the things your competitors will put on their displays. Now, see if you have a significant point of differentiation. Tradeshow displays are not brochures. People can't take your tradeshow display home, and they will not spend time with it like they can with a brochure. You have about two seconds to make your impression and stop traffic. The trick is delivering a compelling five-word message. Tougher yet: a one-word message. Clarity versus clutter. Have a clean, dynamic, organized display with a clear message.  no comments