| This is when I realized it is a whole new level of | | | | contracts in the future? Or, at least looked to as an |
| marketing for any type of business out there, from the | | | | option for a solution? Pretty cool the way business |
| local business to the large national corporation. | | | | works similar to war, it's as if we can really see how |
| The lessons we learned included, but were not limited | | | | an early troop pull-out may affect an extended war |
| to: | | | | effort. The reaction to a lack of presence will almost |
| What our clients would like to see available on the | | | | have twice the back-lash of not being there at all. |
| marketplace, | | | | Our place in the industry: |
| Our competitor's image and how they communicate | | | | Well at this event there were at least four companies |
| with their clients, | | | | that offered similar services/products as us. Well |
| Our place in the Industry,and, Potential lucrative alliances | | | | considering we knew at least one of them would be |
| with other industry players. | | | | there we spent a good amount of money and time |
| What our clients would like to see in the marketplace: | | | | focused on educating the marketplace as to what |
| We had many people approach us about problems | | | | services we had to offer. At the end of the day in our |
| they currently face working with current suppliers in | | | | commoditized economic environment we face two |
| our Online industry. We were able to understand from | | | | types of shoppers those concerned with price and |
| our potential client's eyes how they see our industry, | | | | those concerned with value (service). We are more |
| and the potential upside value they see in our services, | | | | oriented on the value (service) portion of the |
| and where they are currently being short served. | | | | environment because we understand our potential |
| They also expressed growing concerns of the | | | | clients are not necessarily operating a price oriented |
| dynamics of our Industry and how they do not | | | | business. Their clients expect value (service) which is |
| understand all cost's to do business in our marketplace | | | | what they sell, and our clients expect value (service) |
| but understand there is large upside value. This | | | | from those they do business with. |
| communication allowed us to realize the expanse of | | | | Our position in the industry is very niche oriented and |
| market opportunity beyond the services we currently | | | | focused at helping our client's increase conversion |
| offer. It also allowed us to see what services we can | | | | rates and exposure. We realized at the meeting there |
| package and in particular how to package them to | | | | is a solid fit for us within the cosmetic dental industry in |
| give our clients this wanted value. | | | | helping higher end practices market their value to |
| Our competitor's image and how they communicate | | | | clients through the power of the Internet as the Yellow |
| with their clients: | | | | Pages becomes increasingly obsolete. |
| For the first time we were able to see eye to eye | | | | Potential lucrative alliances with other industry players: |
| with our competitor's and how they present | | | | We found that many other companies in the industry |
| themselves to the public eye with the display at their | | | | could increase their sales if we helped their end users |
| booth space (or lack there of). How a company | | | | increase sales. This is where synergies/alliances kick-in |
| decided to setup their displays spoke a lot about them | | | | and companies stand to gain value from working with |
| because at this point it became their satellite office to | | | | one another. In all types of business there is always an |
| landing business, communicating with their clients, and | | | | opportunity for a beneficial partnership, examples: a |
| communicating with their industry. | | | | cosmetic dentist referring to a cosmetic surgeon, |
| For the first time I understood how market leaders | | | | McDonalds sending their customers to Blockbuster for |
| could become yesterday's leaders. This could happen | | | | a rental special, to a corporate attorney referring out |
| many ways, but mainly through lack of communication | | | | to an intellectual property attorney. Wow talk about |
| of not being there to field your current clients' | | | | varying business goals, huh? But at the end of the day |
| concerns. This could have happened with many types | | | | they all want to be the provider providing the solution |
| of companies there from equipment suppliers, your lab | | | | someone wanted. This creates a happy person and |
| guys, to technology suppliers. If your provider wasn't | | | | the likelihood they will return to you when they need |
| there to field your concerns you just as easily went to | | | | the service you provide. |
| their competitor who was there to field your concerns. | | | | So now you're wondering?What does all this mean to |
| The week before presenting at this event, I went to | | | | my business? |
| the boat show in Fort Lauderdale and spoke to some | | | | The information provided can fit into any field of work |
| exhibitor's who told me "It's not being at the show that | | | | and the importance to understanding your clients and |
| gets your client's attention, but your lack of presence | | | | their needs. Stop asking yourself what people want |
| there." Well I finally understood it and saw it first hand. | | | | and get out there and find out. Whether it means |
| The importance of a credible presence at the show | | | | taking a booth at a local mall expo, or a convention |
| spoke volumes about your regard for your current | | | | aimed at your particular business field. Yes, the quality |
| client base and concern to keep your company | | | | of traffic will differ depending on the event you choose |
| innovative. | | | | but you will have the chance at traffic. Survey these |
| This relates to many marketplaces, it would be like Intel | | | | people and find out what they want and not what you |
| figuring they have a complete upper-hand in the | | | | want to sell them. It will help you make an increasingly |
| semi-conductor industry so they decide to slack on | | | | compelling pitch and at the end of the day help your |
| their presence at the upcoming computer expo. They | | | | close. |
| setup their table and let their computer's do the talking, | | | | Best of luck in your future business endeavors. And, |
| where AMD has their engineers on the floor fielding | | | | Carpe Diem. |
| concerns. Well who will be the one picking up the | | | | |