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Selling Through Social Media


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  •   Get out there and try… and then try again and again. This is a marathon in fact an ultra-marathon.
  • You have to cover the gamut of options, but that can be easy. Facebook, LinkedIn, Twitter… and so many of these link together when and how you want.
  • It is not easy, but FREE.
  • Different groups (Gen Z) like to receive messages in different form – Snap chat or Scoobie Snack vs. e-mail. Look around at employees and family – what are their content intake patterns / habits / preferences.
  • Corporate distrust is high, personal trust is even higher. If Jeff Bazos tells me drones are cool vs Amazon – do I listen differently – yep
  • Be yourself, be yourself, be yourself, and never ghost write. Don’t ghost pottery either.
  • This is all shifting and no right answers, but data will support and drive your success.

Conceptually, I agreed with all she said, but did disagree relative to one Q&A topic. Young Sidney Clark posed the question, “Wouldn’t it be smarter if some of the exhibit houses used a ‘Geographic limiter’ to control or focus and distribution of their message”. I have never heard of such an item and have no idea how to find and or utilize, but the thought process was brilliant

AuthorObservationally, most small businesses that advertise / participate in social media broadcast to the universe, but when asked they target companies in a localized area. Yes, everyone will work with customers across the country and everyone has customers outside of their geographic area. However, when asked, who and how do you focus your sales efforts – companies within that local geography account for the majority of business. This point can be debated with no clear winner, so I will leave it at that.

My point is, I think it is very worthwhile to explore and execute target social media marketing that corresponds with what the business does and whom the business excels with customer wise. Again, every exhibit house will do business with someone across the country or an international business, but who and what type of business do you want to actively do business with. Explore “geographic limiters” because it could help improve the results of your hard work and conviction. I can do business with a company in Peru based on currently technology and can do it with relative ease, but am I proactively searching for a Peruvian customer, no. Think about it and let me know your thoughts. Is this conceptual filter idea brilliant / stupid or is there something better. Love to know your thoughts on this one and thank you to Lisa for provoking the thoughts – I appreciate it.

About the Author

Dave Brown is the Vice President of Sales at Optima™.
He has been in the Trade Show industry since the early 90s.

  1. November 13, 2015 at 3:47 pm

    This is an excellent summary of the SKU thoughts shared by Lisa! She outlined my marketing plan for the next six months based specific content marketing. Based on previous social media campaigns, geotargeting is only effective if your trade show clients are limited to individual cities and not a national circuit.

  2. November 13, 2015 at 4:09 pm

    Dave,
    Geotargeting in social media isn’t really there yet for the average user. But you can use this feature in your online advertising to reach a certain audience if you try. For example, Facebook allows you to target your ads to a specific area, even down to a mile. So you could perhaps run an ad on Facebook for your exhibit house offering emergency graphics or quick accessories that only those people checking Facebook while at a convention center in your target city would see. The idea being you can narrow down a focus for a particular promotion. Granted, you are late in getting to that particular customer as they are already exhibiting at an event. But you may get some business out of it. Or, you could target a radius around your competitors in your city, so any clients searching Facebook, or even Google, while visiting your competitor, would see your very specific ad :-).

    By the way, it’s Bezos, not Bazos 🙂

  3. November 13, 2015 at 5:03 pm

    Thanks Monica. I failed to emphasize content marketing, so thanks for bringing that point up.

  4. Shawn Fogle
    November 14, 2015 at 9:44 pm

    Wow, great stuff and thank you for sharing. I always learn as much from the feedback as the original content. Thank you all for sharing.

  5. Gary Camarato
    January 26, 2016 at 11:34 am

    Reblogged this on Optima Graphics Blog.

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