Picture this, I get my latest publication of Entrepreneur magazine and I’m eager to read it. Of course, I’m not reading a paper version, I am reading it on my phone. And wouldn’t you know it, I have to flip through the magazine. Ugh. It’s so frustrating and it’s hard to get back and forth and then dig into topics I really want to read. After five minutes of fumbling through the app, I turn it off. Flip books have been a digital replacement for a magazine or booklet or catalog. And some even have fancy sounds and animations to make it feel like one is flipping through a magazine. Ugh. Again, not something that helps the function of reading a book or quickly getting to the article I want to read. In the last year, technology has advanced five years. The pandemic is awful and there have been so many lives lost and people are scared for their lives and people have lost work. There is a lot of darkness. However, in all challenging times there are bright spots where we start to see the positive things that are coming together. One of the industries that has been hardest hit is tradeshow design. I mean it went from 110% to 0 just like that. There aren’t in person gatherings of thousands of people to protect people from this nasty virus. So, people want and need to connect and get together and what do we do? We innovate. We use technology to come up with new ways to connect, socialize, build relationships, do business together and move forward with minimal exposure to the virus. In many cases the technology was there but not utilized for this purpose. This is exactly one those cases. Now with trade shows eliminated in the traditional sense, they are popping up in digital environments. I mean business has to happen, people need to eat, people need to work and people need to find solutions to the problems we face. The new trade show is happening digitally and because the face to face interaction isn’t happening, innovation happens. Our client Spectra, a national gutter manufacturer, is attending one of these digital trade shows and they were asked for a PDF. And of course, a PDF can be bland or can be something that peaks the interest of buyers. We opted for the second. Let’s show you what it looks like https://indd.adobe.com/view/7d1b07d5-212a-4de2-acd2-e694cf5e039c Some of the advantages: Work is done in Adobe InDesign Lives online and can be seen in any web browser Updates can be made in seconds Easy to see and interact with every page Images on one page can open more information Doesn’t require a development team Fulfills most digital trade show requirements Tips Understand who will be attending the trade show and cater the content to that audience Find out the requirements of the digital trade show first If you have a complex product, use the rollover features to highlight the technology or benefit of that product Get multiple uses from this: Your sales team could use it while on the phone or in a zoom meeting or even linked from your website or email.

One sentence BIG IDEA:  Obtain repeated exposure to customers using Pinterest's audience targeting tool.   Why is this relevant to marketers? One of the challenges of public relations is obtaining repeat exposure in front of target audiences. If someone is exposed to your product by reading an article in a publication, for instance, how do you also appear before them in other places, such as through ads, podcasts, and social media?   There is a Pinterest audience targeting tool that allows marketers to upload existing customer email lists and post targeted ads to their customers who have Pinterest accounts.  I audibly gasped when I heard about this tool because it has so much potential.  Let’s take a look at an example.  Let’s say you have an online retail business. You have built up an email list of prospective customers who have engaged with your company, but have not yet made a purchase.  You can upload that list of prospective customers to Pinterest and place targeted ads that will appear in front of prospective customers who also have Pinterest accounts. Talk about targeted exposure!  The tool is also ideal for staying top of mind with existing customers. Upload a list of existing customers to Pinterest and place ads for your latest products or do special discounts for existing customers. The possibilities are endless. Below are instructions from Pinterest on how to upload a list of contacts to Pinterest.  From Pinterest:  Customer lists You can upload existing customers' emails or mobile ad IDs (MAIDs) through a single-column CSV file. Leave out any additional information you have, like names, phone numbers or physical addresses. Keep in mind that your final audience list will likely be smaller than the total number of emails or mobile ad IDs you originally uploaded as we match your customer list to people on Pinterest. Create a new customer list audience Log into your Pinterest business account Click Ads at the top of the screen, then click Audiences Click Create audience Select A list of customers that you upload, then click Next Enter a Name and Description for your audience Click Choose file to upload your .CSV file Click Create Note: Once you’ve created your audience based on your customer list, the audience size will update within 24-48 hours on the Audiences page in Ads Manager. To delete a customer list audience, click the trashcan icon on the Audiences page. Once your list has at least 100 matches, the status will turn green on the Audiences page in Ads Manager and you'll be able to use that audience for your ad. If your list has fewer than 100 matches, the status will be red on the Audiences page and you will not be able to use that audience. Try to add more emails or MAIDs to the existing list to increase the chance of getting additional matches. To do this, follow the edit steps below. Challenge for Attendees:  Upload a customer list to Pinterest and see how many of your customers have Pinterest accounts. Start marketing to them on Pinterest today!  Sources: https://help.pinterest.com/en/business/article/audience-targeting Relevant hashtags: #publicrelations #SGMCtip #marketing #pinterestmarketing

One sentence BIG IDEA: Promote value, availability, and convenience through your brand. Why is this relevant to marketers? In 2021, success will come from a focus on flexibility, innovation, and visibility. About 20% of U.S. consumers have switched brands during the Covid-19 pandemic, with nearly three-quarters of these consumers intending to stick with the new brand. Due to limited value, availability, or convenience during the pandemic , Americans are more likely to try new brands, retailers, and modes of purchasing. What are your tips or recommendations for attendees? Find ways to show consumers that you are listening to their concerns. Prioritize the immediate needs (value, availability, convenience) of each of your audience segments. Update and align brand messaging and creative elements to reflect changes in consumer behavior and decision-making factors. Consistent brand visibility and communication will help create brand loyalty during uncertain times. Know the core values of your brand and how these resonate with consumers. A strong foundation will help your brand adapt and embrace unexpected change with successful agile marketing. Relevant EXAMPLES: Review your customer personas (current target audience segments) and analyze your customers’ priorities. Conduct a brand audit to discover any areas with potential to strengthen consistency. Challenge for Attendees: Consider if your brand speaks to consumers and their current needs. Then, consider if your brand is positioned for long-term success and ready to adapt with changes presented in the new year. Sources: McKinsey & Company David Morrissey Relevant hashtags: #SGMCtip #marketing #consumerbehavior #brandstrategy