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If you’re a regular reader of this blog, you know I’m a big devotee of reading the hard copy print edition of my local newspaper, the Minneapolis Star Tribune. Work travel sucks. Consultants tend to travel a lot for work. To tradeshows. And, like many, I particularly enjoy the Sunday edition.
As screenshot nearby shows, (photo credit: Kaon blog ), it creates “a magical pop-up AR appearance at tradeshows that people can activate and walk around.” It is easy to see how this could be used as a visual tool in sales or marketing meetings anywhere rather than just a tradeshow booth.
Launching an attention-getting idea for 3-D printing client, WhiteClouds came to us this way. In the lead-up to last year’s Super Bowl, our team learned that an injured football player would possibly wear a 3-D printed brace produced by WhiteClouds. Gambling on that possibility, we punted and hoped for the best. The reason?
This has led to less time for attending press events, tradeshows, and covering stories, making B2B PR harder than ever. Other Factors: Factors such as media not wanting to travel to cover stories and the impact of competing political coverage were also mentioned as contributing to the difficulty in obtaining earned media.
Early on, I worked at a printing technology company where we had a big poster on the wall that said, “Freedom of the press belongs to those who own one.” Trying to tie print ads or direct mail directly to sales, for a high-value, long-sales-cycle B2B product, was a nightmare. Second, almost everything is now measurable.
It can deepen your sense of community, reduce your need to travel and allow you to dominate your local market. Use direct mail, print ads Facebook or LinkedIn to reach your desired market. You can also network in person by attending conferences or tradeshows. However, as a solo you are not restricted to working local.
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