Your Biggest Trade Show Is Around the Corner — Are You Ready?

Oh, shit. Your biggest trade show is just around the corner, and you promised yourself you’d be more prepared this year. And like most small and medium-size businesses, you invest up to 25 percent of your marketing budget in trade shows. That’s a sizable chunk of change, and how you manage the expectations of that spend has consequences. So before you finish your “Oh, shit!” moment and decide to just recreate last year’s experience, consider your goals and craft a better strategy.

Launching a new product or service? Good for you. Your trade show strategy may have higher stakes, but if the goals are clear, the tasks are simpler. If you can’t create 15 minutes of fame with a brand-spanking-new line of business or sparkling rebrand, then you either suck at marketing or you’re releasing a crappy new product or service. What you accomplish in the “off” years truly marks the progress of your brand. Without a new product to promote, your focus will likely be centered around brand awareness, education, or building and strengthening relationships with your brand ambassadors.

Authenticity and Brands: An Amazon Take

Amazon is all over the news this week, as an expose of sorts from The New York Times showed that their work environment may be a little tough.

This should come as no surprise to anyone who has read about CEO Jeff Bezos. He’s a micromanager — detail-oriented and data-driven — just like the company he founded more than 20 years ago. He’s incredibly focused on building Amazon by having Nordstrom-like service for Walmart-like prices. It takes the thin margins of retail beyond the very extreme.