It was a Friday evening, and James Power was in a restaurant with his team when he received the news. It came in the form of a text message. The sales figures for the preceding quarter had plummeted. The new online advertising blitz undertaken by the company had done nothing to stem the downward trend of sales. The company’s newest product, a stylish and sleek-looking dog collar, made little difference.
The boutique company that he and a few friends from college had set up had gotten off to a great start. It made pet accessories that targeted an upscale market. They had founded the company in an upper middle class suburban area they all knew. Their aim was to begin as a community business and expand from there. The first few years went well. But recently sales had struggled. They figured a more aggressive online presence would get them out of the rut. The numbers dashed hopes for meeting that aim.
Darlene Jacobs knew she was facing a crucial moment in the development of her business. Her online grocer’s shop had gone live and she had invested a considerable amount of money to promote it in a range of online venues. She left no opportunity unexploited in her effort to promote and publicize her brand in the virtual medium.
After two weeks, sales remained modest. Customer purchases came in drips and drabs. No one left feedback or comments, which Darlene knew was essential to getting the buzz going about her company. At the current rate it would be some time before she could break even. The entrepreneur needed to shake things up but did not know how. All that she had read about online startups suggested that selling in the same medium must be central to any marketing strategy.
Carol Myers had a problem. She had put together the start-up capital, the suppliers, and the website for her own virtual shopping portal. She thought it would be easy to market her company in the medium in which she operated. What she found instead was disappointment and setback. Everyone was pushing and promoting sites online and she could not make a significant breakthrough.
She was the sole owner and operator of the site. Although most of the company’s activities were outsourced, she knew she would have to do sales and marketing herself.
It was a tough start to the year. Roger Forney and his marketing team thought they had put together an aggressive promotion and publicity campaign to promote their company’s new line of laptop and tablet cases. They had advertised on a variety of sites. They had even made a YouTube video demonstrating the utility and advanced design of the cases.
The trade show still lives as one of the best ways to promote new products. If you are on the cusp of introducing a new invention or product line to the world, you should use this excellent form of promotion and marketing to get the word out.
Setting up a tradeshow booth is not an activity that should be left to amateurs. There is too much at stake. You need to work with people who have the insight, imagination, creativity, and raw intelligence to make your brand shine amongst your competitors.