Borns

Borns Preshow ideas: direct mail, follow-up email, link to landing page, link to website; invitation calls, news release, show publication listing

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Borns Preshow rationale: 76% of visitors have an agenda but they can’t see all of the 286 exhibitors (avg per show); improves booth traffic by 35%

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Borns Preshow connection: Only 22% of exhibitors reach out to visitors prior to a show; what a prime opportunity to engage before your competitors

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Borns Trade show selection: horizontal/broad to vertical/narrow focus; international to regional; trade association events; supplier conferences

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Borns Trade show budget: Trade shows are the no. 1 B2B marketing spend to support sales (reason enough for pre-, at-, post-show lead generators)

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Borns Trade show cost: $212 to generate a qualified show lead (vs. $308 in the field) and $705 to close a show lead (vs. $1,140 in the field)

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Borns Trade show time commitment: visitors spend 7 to 10 hours at a show, but you may get just 3 to 5 minutes with those entering your booth

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Borns Trade show objective: leads, brand awareness, new market, customer relations, launch, recruiting, new channel, media, industry support, etc.

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Borns Trade show info gather/share: 91% of visitors get the most useful buying information at shows; they tell 6+ people about their experience

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Borns Trade show visitors: 83% have some kind of buying power; 63% plan to buy at the show; 86% will be new contacts; 40% attending for first time

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Borns SEO maxim 9: It's strategic and more cost-effective to optimize a new site as it's being developed or as an existing site is being rebuilt

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Borns SEO maxim 8: SEM or PPC (search engine marketing or pay-per-click) should only be considered after a website has been completely optimized

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Borns SEO maxim 7: Nothing automates search rankings, it’s a worthy ongoing process since a vast majority of internet users rely on search engines

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Borns SEO maxim 6: Benefits of optimized sites include greater visibility (than competitors), more qualified visitors, increased brand awareness

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Borns SEO maxim 5: Meta description copy encourages (or discourages) potential visitors to click through to your site from a search results page