44 | October 2016 | NNB2B www.newnorthb2b.com

Professionally Speaking is a paid promotional spot in B2B.

44 | October 2016 | NNB2B www.newnorthb2b.com

Professionally Speaking

3 Reasons Your Tradeshow MarketingProgram is Failingby Peter Linn of Exhibit Systems 920.460.0303

While many companies use tradeshows and events to fuel incredible growth and profitability, others are struggling to break even. Some don’t know how well they are doing at all! There are many factors that go

into successful exhibiting at tradeshows. Here are some common reasons your event marketing program might be failing to perform well:

1. Little or no (or poor!) pre and post show marketing

Are you reaching out effectively to your target audience before and after the show? Do you let them know about your booth and what they can learn about or experience there? Consider a multichannel approach using direct mail, email and social media for your “broadcast” messaging, as well as personal invites to key clients and prospects.

Segment your list and target your messaging as much as possible – avoid the “spray and pray” method of marketing! Start planning your campaign well in advance to get the best possible results.

2. Your follow up stinks

A staggering number of trade show leads are never followed up on. Not only do you need to follow up, but you need to do so quickly and thoroughly. Make good notes after every interaction and send specific information related to each discussion. Document everything in your CRM system.

3. You’re not at the right show(s)

If you are in front of the wrong people, you’re wasting your time and money. You need to constantly evaluate the amount and quality of interactions from each show and its relationship to closed new business. If a show isn’t panning out, consider reallocating resources towards an expanded presence at your most profitable shows and/or look at

different shows to attend. To ensure it’s the right event, you should consider walking it first before you decide to exhibit at it.

Event marketing is one of the best vehicles for face-to-face interaction with potential buyers. In a world of constant, (and often superficial!) electronic communication, there is still nothing better than meeting with your clients, shaking their hand and forming long-term, trusted partnerships. But like anything, strategy, planning and execution are essential if you are going to maximize your event opportunities in today’s highly competitive marketplace.

Peter Linn is the Account Executive covering Northeast Wisconsin for Exhibit Systems, a full-service tradeshow display and exhibit house. Visit www.exhibitsystems.com for more information or email Pete directly at peter@exhibitsystems.com.

5 Questions to Ask YourBanker Tomorrowby Matt Bakalars of Fox Valley Savings Bank 920.379.9378

When was the last time you visited with your banker or were solicited to switch over your banking to another financial institution?

In the age of shiny offers and boisterous claims, how do you know how to pick the right banker for you?

We’ve put together 5 simple questions to ask when interviewing your future or current banker to help ease your decision making process.

1. Are you prepared to meet my lending needs? When the time is right, and you need working capital to support the growth of your organization, make sure your banker has the local lending power to help your organization succeed.

2. Are you the right partner for my organization? Financial institutions come in all shapes and sizes. It’s important that you select the right banker for your current and future needs. Cookie-cutter services and experiences work for the big banks, but for FVSBank, delivering a custom experience is what we’re all about.

3. Are loans approved locally? If your banker doesn’t have local decision-making authority, what’s the point of working with them? Your banker should be there to support and understand your organization’s needs.

4. Who do I call if I need help? If you don’t know or if you have to get through assistants, secretaries and customer service call centers before you get to your banker, it’s time to start looking for a new financial partner. At FVSBank, we work hard to know each one of our clients, allowing us to give knowledgeable,

responsive and personal service. When you need help: call me, email me, text me, stop by or come over for dinner!

5. How do you show value to your clients? Your business banker needs to be more than a banker, they need to be your partner. They should take the initiative on a regular basis to find opportunities that support your growth and success. At FVSBank, we don’t believe in “bankers’ hours.” We work during your hours.

At FVSBank, we strive to create a business banking experience that is personal and exceeds your expectations. If you have questions, give me a call at the Oshkosh branch. Better yet, call my cell phone at 920-379-9378. I’ll return your call, even outside of “bankers’ hours.”

Matt Bakalars is Vice President of Business Banking with Fox Valley Savings Bank.