Blue Chip companies are increasingly
leveraging the web to promote a younger, hipper image. Kodak
has joined the pack with this YouTube video, which has already
garnered almost 200,000 views.
The posting on YouTube describes the
video thusly: "This is a commercial that was produced
for internal use. But it has become so popular, especially
with employees, that Kodak has released it for external
viewing. It demonstrates that Kodak not only understands
its changing business but also has a sense of humor."
As the spokesperson in the video transforms from a composed,
staid representative of an established brand, into a slightly
manic, disheveled evangelist, Kodak projects the idea that it
too is undergoing a transformation. It hears its younger audience,
and it will keep pace. Feedback has been largely positive, indicating
that if Kodak's goal was to display awareness and humor, it has
succeeded.
Personally I think the best part of the video is Kodak’s
success at admitting a few simple things:
We know we’re a big old brand
We know we’ve made some dumb moves in the past
We know we need to catch up
Simply by admitting those things, consumers are much more
likely to grant Kodak the credibility to make all those other
grandiose promises, and with all kidding aside, actually begin
to believe them. The video is optimistic, relevant and shows
that the company isn't afraid to poke fun at itself while trying
to be honest. It’s a different take on Kodak as a brand,
and a different way to portray the future of Kodak by referencing
the past.
Need another example of
a Big Brand taking a fresh approach? Procter & Gamble
has jumped into the internet hoax fray with a website
for male menstrual cramps. Those involved with
the campaign estimate 11 million viewers!
Dirty Graphics
Trade show halls are incredibly dusty places.
No matter how well you clean your graphics during
set-up, the carpet layers will come in the night
before the show and stir up enough dust that your
graphics are covered the morning the show starts.
We've discovered that a Swiffer (a product from Proctor & Gamble)
is wonderful to have around the booth for cleaning
just about anything. It works especially well for graphics,
particularly the ones up high that you would never
be able to reach. If you buy two or three Swiffers,
you can link the handle pieces together for a nice,
long extension handle. When you're done, it breaks
down into small pieces and can be hidden away till
the next morning.
Swiffers can be found at just about any grocery or
drugstore. A starter pack with the swivel sweeper head,
handle pieces, and 8 refill cloths costs about $15.
Five Steps To A Great Trade
Show
Trade shows can be a large investment, so make the
most of your marketing dollars. Here are five tips to maximize
your investment.
Build a checklist, and stick to
it. Your checklist should include everything from
the shipping information down to the materials ordered
for your booth. The best bet is to appoint one person whose
chief responsibility is to make sure everything is carried
out to the last detail. Good communication between the
trade show coordinator and the sales staff is key!
Promote your company. Prior
to the show, send out promotional literature to your clients
as well as prospects. Be sure to indicate your booth assignment.
According to the Center for Exhibition Industry Research,
about 25 percent of trade show visitors are searching out
a specific company. Investigate any on-site advertising opportunities
that might be offered such as having your literature displayed
at or near the hall entrance.
Arrive early. Check out
the exhibit and make sure everything you need is easily accessible.
Test all computer equipment, lead management systems and
any functioning marketing materials. Scout the exhibits next
to yours, and make sure they're not doing anything that will
affect your prospective clients.
Listen first, talk last. Don't
begin by talking about your company to your prospects. Ask
them about their company, and stay focused on the qualification
process. This allows you to quickly qualify your audience
and determine how much time to spend with them. You can even
set a goal of how many people to talk to within an hour.
Remember that the reason you are there is to meet as many
potential clients as possible.
Always follow up. Immediately
upon returning from the show, send follow-up correspondence
to those potential clients. The most common error made by
exhibitors is failure to follow up with their potential leads
in a timely manner. A quick follow-up phone call allows you
to touch base with your potential clients while you're still
fresh in their minds.
Renting Tips
Renting an exhibit is a lot like renting a car. You
tell them what make and model your want, and they tell
you how much it will cost to drive it off the lot.
But as with any agreement, you must read the fine print
and be ready to negotiate the best deal. Here are some
tips:
Find out exactly what the rental fee covers. Typically
shipping and I&D are not included. Ask about
the cost for converting the rental to fit your needs.
In most cases, the "rental fee" you’re
quoted is simply the price for assuming possession
of the exhibit for a set period of time.
Investigate your liability. Who
is liable for repairs if the exhibit is damaged?
The standard policy is "you break it, you fix
it" for damages that occur in the field outside
the direct control of the exhibit house.
Don’t be afraid to ask for something
that’s not on the "menu" of rental
offerings. Sometimes the exhibit house
will custom build a piece for you, then add it
to its rental inventory when you’re finished
with it. They figure if there’s one client
that needs it, then there’s probably somebody
else out there who will need it.
Be sure to add your accessory items to
your rental. Tables, chairs, lights, plants,
and literature racks are all essential when exhibiting,
but will cost a lot more if you ask for them at
show site. So don’t forget about the small
stuff too!
Xtreme Showing
NextGen Medical Information Services Inc. devised
a live game show for its exhibit at the Health Information
Management Systems Society (HIMSS) Annual Conference and
Trade Show in San Diego.
They set up a studio-style sound stage, including a 20-foot-high "Demonstration
Center Pyramid," which listed category questions relevant
to NextGen's services. Chosen contestants stood at three consoles
next to the Pyramid and buzzed in to answer questions.
The game show helped NextGen generate an estimated $1.5 million
in new and expanded business.
