Thoughts, ideas, musings and other interesting ruminations on the topic of B2B marketing
Ok, so let’s assume you have hook for your trade show and you know what your story will be (see my last post about that). Your idea is to launch a new product and to show why it’s better than the competitors. Your goal is to walk away with a few hundred solid leads. So what now?
Now it’s time for tactics, and one of the first things you’ll want to consider is your booth.
AdWeek just wrote an article about a disturbing new trend taking place in the online world, on sites like Deadspin and Thrillist. It seems that editors are now writing ad content for advertisers and weaving the ad into the page content. Imagine reading your favorite sports column and then suddenly seeing an article for Wendy’s hot and juicy burgers. Talk about interruption marketing!
Advertisers love it because they are no longer relegated to the oft-overlooked side bar. Online sites argue that their editors know their readers best, so who better to write the copy. Even if this is seems like a marriage of the long-divorced church and state, I argue that both advertisers and sites are missing the point. There is a reason why TiVo exists, why print ads are dwindling in number and why social media is gaining steam – consumers don’t want to be interrupted.
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