COOL TIP OF THE WEEK

"Cool Tips of the Week" archived from 4/23/2008 email, which is a weekly email sent by Steve Miller to IMTS Exhibitors with quick tips, ideas, examples, advice, and just plain old good information on making the best of your IMTS Experience.

MARKETING

The Purpose of Marketing

What is MARKETING? I believe it's connecting the RIGHT product with the RIGHT target and sending the RIGHT message using the RIGHT media at the RIGHT time.

We can develop a great product. We can determine there is a big enough target market for our product. And we can determine the different types of media to use to get our message through. In this case, we're talking about using IMTS 2008 as the media.

Our problem is the TIME issue. We don't have a lot of control over when the prospect might be ready to buy. That's why I always stress to my clients to understand that the PURPOSE of marketing is to BE ON THE MIND OF THE PROSPECT WHEN THE PROSPECT IS READY TO BUY.

This makes an event like IMTS really important. You see, your prospects are going to be spending F2F time (Face-to-Face) with you and, most likely, your competition at IMTS. The impression you make at the show will have a great deal of impact on them when that time is right.

In other words, when the lightning bolt comes out of the sky, strikes them on the head and they say "Aha, I NEED that product/service right now!"... will they think of you FIRST? Will they think of you SECOND? Will they think of you AT ALL?

Your approach to IMTS will help answer that question. Are you really planning to put your best foot forward this year? Are you really planning to clearly show to your target market not only your capabilities, but also WHY you are clearly superior to your competition?

And BTW, have you been attending the monthly IMTS Webinars? We've been sharing a lot of great ideas for planning and promoting your success. Check out the archives of past webinars and future dates by Clicking Here.

To Your Success at IMTS 2008!

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