Exceptional Marketing:
GE Wows with Ecomagination Site
The first version of the GE ecomagination
site was an introduction to the concept of GE's environmental
initiative. Now, almost two years into the initiative, GE wanted
to show how much progress has been made in such a short time.
According to Jakob Daschek, creative director of Syrup, “Our
objective with the
new version of the website is to communicate the breadth
of GE’s eco-friendly products already in the market
(over 20 billion dollars worth). Also, we wanted to show
how GE's ecomagination committment is truly global in its
scope. Therefore, we developed the concept to create several
short films featuring ecomagination products in market around
the world and make these video pieces -- and the surrounding
interviews and information we would develop for each product's
showcase section -- the centerpiece of the site.”
For the 2007 launch, Syrup released four short films live
on the new website to coincide with several television spots
that can also be seen on the site, and will be releasing eight
more short films on a variety of GE ecomagination products
throughout 2007. All the films are narrated by actor Kevin
Kline, who tells the story of the products, their impact on
the environment and their benefits. The first four films' subjects
are a desalination facility in Algiers, a vineyard in Napa,
California that uses GE's photovoltaic solar panels to power
nearly 100 percent of their energy needs, and a 7-turbine GE
wind farm off the coast of Arklow, Ireland that powers a town
of 16,000 people GE's Evolution locomotive train that is more
fuel efficient than current locomotives and will significantly
lower locomotive pollution while conserving energy.
It was quickly apparent as I navigated around that no expense
was spared to produce the experience. The large, watercolor
style visuals that serve as backdrops are beautiful, as is
the photography throughout the site. The movies themselves
are of such a high-production value they could be segments
from the Discovery Channel. Equally impressive is the architecture
and hierarchy. There is so much information and content within
the site, but it is all easy to find and navigate through.
The clean and simple art direction, of course, works seamlessly
with the site’s intended purpose. The site truly seeks
to gain and hold your interest. I'd say it succeeds.
Booth-Aid Kit
You’ve probably learned this lesson
the hard way: Booth-maintenance materials purchased
on the show floor are often three times more expensive
than they are at the local hardware store.
That’s why it pays to be prepared with a field
maintenance kit. Depending on the size and scope of
your exhibit, your kit may include just a lint brush,
light bulbs and some spare hardware. On the other hand,
it may be a full crate, complete with bolts of fabric
and sheets of laminate.
Ask yourself this: What will I kick myself
for not bringing? Stock your kit accordingly.
Also pack a "trade show essentials box" in
your exhibit crate containing handy items such as a
stapler (don't forget the staples), tape, Velcro, duct
tape, scissors, Swiss-Army knife, ratchet, wrench,
screwdriver (Phillips and flat), pens, paper, aspirin,
band-aids, Goof-off (or other multipurpose adhesive
remover), Swiffer, hand sanitizer, throat lozenges,
and mints. And remember to restock after each show!
You are Cordially Invited...
Fewer than one in five exhibitors engage in any type of pre-show
marketing. Yet those exhibitors who take the time to reach
out to attendees before the show even starts consistently report
greater satisfaction with their trade show participation: increased
sales, larger number of quality leads, and improved ROI.
What are they doing? Every exhibitor has a slightly
different approach, but here are three unifying traits:
Have an irresistible offer
What can you use to lure hot prospects and valuable customers to your
tradeshow booth? Is it a chance to be the first to see the new prototype
-- and enjoy 'invitation only' savings? Is it an exclusive educational
seminar with an industry superstar? Find an attraction that your target
audience will find irresistible.
Send out invitations
Send invitations to those prospects you really want to see. Make sure
you include the following information: what show you're talking about,
what booth you'll be exhibiting in, the irresistible lure you're offering
them, and how much you'd really like to spend some time with them during
the show.
Follow up
Always call to follow up on invitations. You can use this time to schedule
appointments -- or to simply spur further interest in your booth. It's
always better to speak to someone in person, but if you can't, leave
an enticing voice mail message.
Leveraging Pre-Show PR
Here's a pre-show public relations
tip.
Ask your publicity/marketing department to get at
least one feature article run in one major industry
publication at least three months before the show.
Then send reprints of the article to your entire customer
base and prospect list, along with a letter reminding
them that this technology will be on display in your
exhibit at the show. Include free show guest passes
(if available from show management) personalized with
your company name and booth number.
Xtreme Showing
To bring its products to life at CTIA WIRELESS 2005,
LG Electronics Inc. positioned two oversized, interactive
models of its new camera phones at the corners of its exhibit.
Each 10-foot-tall phone featured a 37-inch LCD screen, video
camera, microphone, and speaker. The camera played back live
and recorded action from the aisles over the LCD, while actors
monitored the live feed from a control room and interacted
with the attendees via the microphone and speakers.
Exit surveys conducted by an independent research firm revealed
that 43 percent of attendees who visited the exhibit identified
LG's brand experience as the most noticeable at CTIA.
