social media – SHOT Show Blog

Getting Social—Social Media, That Is—#SHOTShow

The mantra “If you build it, they will come” just isn’t enough these days. The good news is that the mileage potential on your marketing effort has grown exponentially in recent years, and you can now reach hundreds, thousands, millions of customers with little effort. No one knows this better than renowned trade show industry consultant and thought leader Traci Browne, author of “The Social Trade Show,” who offered these valuable tips for 2015 SHOT Show.

I’ll be giving away free copies of Traci’s book to the first two people who share this blog post on Twitter. Be sure to include #SHOTShow! Ready. Set. Go!

How To Find Potential Customers On Social Media

Before you can decide which tools you are going to use in your social media strategy, you have to find out where your customers are and what tools they are using. Where are they going to be receptive to your messages? And by messages, we don’t just mean advertising and product pitches. Your customers are looking for support and helpful information.

Facebook – The SHOT Show has a very active Facebook page where they post, not just news about the show, but valuable industry information. This is a great place to meet members of your community and see what they are interested in. Just remember, you want to participate in the conversation…not force your marketing messages on the community.

LinkedIn – If Facebook is a casual party, LinkedIn is all about business. The SHOT Show has its own LinkedIn group, but do a group search on LinkedIn for “sport shooting” and you’ll see there are more than a few groups. Some have just a few members and others have thousands.

Start by observing what members are discussing and jump in when you can offer information people are looking for. This is a great place to bounce around new ideas for products and services off enthusiasts.

Twitter – Do you think Twitter is just a place for Justin Bieber fans? Think again. The SHOT Show (@nssfshotshow) has more than 41,000 followers and the official Twitter account of USA Shooting (@USAShooting) has more than 31,000. Start connecting to their followers and share valuable information with them, as well as the companies you do business with or with which you want to begin a relationship.

Remember, on Twitter you want to practice the 80/20 rule. Spend 80 percent of your time talking about others and 20 percent talking about yourself. In no time, word will get around and you’ll develop a good following of your own. Also be sure to stay up-to-date with show information by following the SHOT Show hashtag #SHOTshow. Twitter is great during the show, because it’s quick and easy to use when you are on the move.

What’s in it for you?

It’s important to remember that it’s not only potential customers that are part of your community. The media is spending a lot of time in these online communities as well, and they are on the lookout for a good story and/or experts to interview.

Social media gives a voice to many who would never have been heard from before. Someone in your company could be the next industry thought leader just by participating in these social media communities and putting people in touch with valuable educational information.

When the SHOT Show rolls around attendees will know you as more than just a brand, but a provider of valuable information.

Don’t forget to share this blog post for a chance to receive a copy of “The Social Trade Show” by Traci Browne. Good luck!

Traci Browne  Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers”;  TheSocialTradeShow.com.

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Let NSSF’s Exhibitor Spotlight Come to You at SHOT Show

Video sharing across social media platforms is a top way to get you and your product noticed. At NSSF, we want to help each of our exhibitors experience the results this kind of marketing effort can produce.

For the second consecutive year, NSSF is pleased to offer Exhibitor Spotlight Videos to every exhibitor at the 2015 SHOT Show. With this service, NSSF deploys a professional video crew and on-camera host to your booth during the show, providing you an invaluable opportunity to highlight the products and services you most need to deliver to buyers, media and consumers. Once filming’s completed, our videographers edit the footage and audio, then post to both the SHOT Show and NSSF websites, as well as the NSSF and SHOT Show Facebook and Twitter feeds, all while SHOT Show is taking place. This is real-time advertising for you and your brand—but the promotion doesn’t stop there.

Post-show, your video will be archived on the NSSF and SHOT Show YouTube channels, which experience continued viewing year round. Our exhibitor spotlights from last year garnered up to 20,000 views, providing exceptional coverage for those exhibitors participating in this unique and high-profile marketing tactic. NSSF also emails a post-show roundup to more than 80,000 individuals, complete with links to all SHOT Show Exhibitor Spotlight Videos.

Exhibitor Spotlight reservations are extremely limited, and we encourage those exhibitors interested in taking advantage of this opportunity to contact us now. To download the rate card and order form click here, then click on the Exhibitor Spotlight Video heading. For more information, please contact me directly at ctatulli@nssf.org.

Business Expert Gene Marks Highlights SHOT Show University Classes

The NSSF is pleased to announce that columnist, book author and small business owner and expert Gene Marks will be hosting two segments of the 2015 SHOT Show University. Marks writes daily for The New York Times and weekly for Forbes, The Huffington Post, Inc. Magazine, Entrepreneur.com, FOX Business and Philadelphia Magazine. He’s authored five books on business management specifically geared toward small and medium-sized companies, the most recent being The Manufacturer’s Book of Lists (Create Space, 2013). A dynamic speaker, Marks has appeared on FOX News, FOX Business, Bloomberg and CNBC discussing matters affecting the business community.

Through his keynotes and breakout sessions, Marks helps business owners, executives and managers understand the political, economic and technological trends that will affect their companies, so they can make profitable decisions. He owns and operates the Marks Group PC, a highly successful 10-person firm that provides technology and consulting services to small and medium-sized businesses.

In his first segment at SSU, “How to Leverage the Power of Digital Marketing for Your Small Business,” Marks will discuss the many technological changes ahead everyone in the world of business faces. The next few years will bring big changes to how all businesses drive revenues, and Marks will address the decisions retailers should be making now so that they can increase revenues in the future.

In talking about these changes, Marks will tell you that it’s not just Google, Microsoft and Apple that are leading the wave. It’s Facebook, LinkedIn, Twitter and other social media platforms, as well as the right kind of e-mail marketing, using video to connect to your prospects, taking advantage of new voice, chat and text tools to generate leads and using mobile tools for search, payment and relationship building. Marks’ questions to retailers: How are you touching your customers, your prospects? How are you making sure nothing falls through the cracks? What workflows have you created to make sure customers never leave? How are smart business owners leveraging the latest services, applications, devices and processes to maximize their revenues?

Marks’ second seminar is entitled “The Latest Ideas to Better Manage Your Cash Flow.” This presentation is for the owner and manager working in an established business and looking at the future—not next week or next month, but rather planning for the next few years. Marks explains that if you’re not thinking all the time about ways to manage your cash and grow your business, then there probably won’t be a business in the future. He emphasizes that if you think that your employees are as happy and productive as they’ll ever be, then this is where you’ll always be, and if you’re not always wondering about ways to reduce overhead and lower your costs, then someday someone is going to come along and out-think you.

During this fast-paced session, Marks will keep you on your toes with dozens of the latest methods and ideas for reducing expenses and building profits, i.e., generating more cash for your business. You’ll learn cost-effective ways for squeezing out more profits, boosting your bottom line and keeping more customers happy.

SHOT Show University is the premier event for firearms retailers. Seats are limited and this event will sell out, so retailers are urged to sign up now. NSSF Premium Retailers are offered a complimentary ticket to SSU. Additional tickets for both Premium Retail members and all other NSSF members who wish to attend is $250; non-members may attend for $500. To learn more about SSU and its many sessions, click here. To upgrade your membership to the Premium Retail level or to join at NSSF at the level that best serves your business needs, visit www.nssf.org/join or e-mail membership@nssf.org.

5 Important Resources of SHOT Show

As the size of the SHOT Show continues to increase, it seems like more questions are asked by attendees. To ensure you and your company are ready for everything the SHOT Show can throw at you, utilizing the many SHOT Show resources is crucial.

With the steady advances in technology, the many SHOT Show resources are rarely out of reach. Mobile devices like smartphones and tablets have incredible power that can be essential to have at the show. Remember, help is literally at your fingertips!

Here are five valuable SHOT Show resources:

1. The Website

The SHOT Show website is a “one stop shop” for answers, because it gives you access to all of the SHOT Show resources . Exhibitors, media and other attendees can browse through commonly asked questions that appear throughout all phases of the show. From booth information to sponsorship opportunities, the SHOT Show website is a resource that you can use to find most answers.

2. Social Media

Whether you are in the heat of the action or preparing for the show well in advance, social media is a valuable resource for timely, important information. Social media offers a unique way to find answers and news by providing a live channel of information from everyone attending the show. Follow the SHOT Show action on Twitter, Facebook and Youtube.

If you have a SHOT Show related question, tag either me (@dcauley) or @ChrisDolnack on Twitter.

3. Blog

The SHOT Show blog brings you the latest news and advice from the people running the show. It’s a great source for anyone interesting in learning more about the show.

4. The App

Are you looking for an easier way to stay on track at SHOT Show? The SHOT Show Mobile app allows you to view the SHOT Show schedules, discounts/rebates and floorplans. The app also features advanced settings that allow you to create notes, plan your agenda, request appointments and callbacks, create smartroutes and more.

5. SHOT Show Hotline

The SHOT Show Hotline is the most direct route to get answers about the show. The 24/7 service is available for any questions regarding travel, lodging, logistics, booth information, events and other SHOT Show inquiries.

U.S. (toll free): 855-355-7468
International: 203-270-2370

We are here for you!

Diedra Cauley is the director of exhibitions and conferences for the National Shooting Sports Foundation. Follow her on Twitter at @dcauley.

5 Keys for Exhibitors to Have a Successful Trade Show

There’s a sign hanging in a barber shop I once frequented that read, “If You’re Looking For A Helping Hand, Look Down At The End of Your Arm.” Truer words have never been spoken when it comes to exhibiting at a trade show. Here are five ways to help you enjoy a successful and profitable trade show experience.

1. Plan Your Work and Work Your Plan.

Open the show manual and calendar important deadlines on Outlook with reminders one week out. Seriously, you should read through the exhibitor manual when it’s received. You’ll save money.

2. Be Part of the Solution

Help show management eliminate tire-kickers by only credentialing booth staff. If vendors, customers and investors want to attend, have them register as legitimate attendees under their proper category. If your college roommate or boot camp buddy wants to attend, explain why they can’t or approach show management with an honest request for guest credentials.

3. Don’t Be Pennywise and Pound Foolish

Book your hotel rooms through the official show housing block as soon as it opens. There are a lot of poachers out there offering deals too good to be true. That’s because they are too good to be true. Booking in the block provides you with rate protection and helps the show organizer avoid attrition. I know of two major exhibitors who fell victim to these scammers and lost over $20,000. In one instance, the scammer went to jail, but the exhibitor was still out $12,000.

4. Close the Loop

Follow up on leads generated at the show. It seems so simple, but time and again attendees say that there is little follow-up post show. I mean, you rented a badge scanner, so why wouldn’t you send literature and have a sales rep contact an earnest prospective customer?

5. Be As Loud As Spinal Tap

Don’t be another band with the volume on 10. As my colleague Bill Dunn says, turn it up to 11. Plan your pre- and in-show promotion. Use direct mail, email and social media channels to entice attendees to your exhibit. Use the show hashtag. Tell them about new products, show specials, contests and celebrity appearances.

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

How To Find Potential Customers On Social Media

Social Media Spotlight: Third of a Four-part Series

The mantra “If you build it, they will come” just isn’t enough these days. The good news is that the mileage potential on your marketing effort has grown exponentially in recent years, and you can now reach hundreds, thousands, millions of customers with little effort. No one knows this better than renowned tradeshow industry consultant and thought leader Traci Browne.

The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting each week for the next four weeks prior to the 2014 SHOT Show.

I’ll also be giving away free copies of Traci’s book. The first two exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!

How To Find Potential Customers On Social Media

LinkedIn – If Facebook is a casual party, LinkedIn is all about business. The SHOT Show has their own LinkedIn group, but do a group search on LinkedIn for “sport shooting” and you’ll see there are 14 different groups. Some have just a few members and others have thousands.

Start by observing what members are discussing and jump in when you can offer information people are looking for. This is a great place to bounce new ideas for products and services off enthusiasts.

Twitter – Do you think Twitter is just a place for Justin Bieber fans? Think again. The SHOT Show (@nssfshotshow) has over 10,000 followers and the official Twitter account of USA Shooting (@USAShooting) has over 12,000 followers. Start connecting to their followers and share valuable information with them.

Remember, on Twitter you want to practice the 80/20 rule. Spend 80 percent of your time talking about others and 20 percent talking about yourself. In no time, word will get around, and you’ll develop a good following of your own. Also be sure to stay up-to-date with show information by following the SHOT Show hashtag #SHOTshow. Twitter is great during the show, because it’s quick and easy to use when you are on the move.

What’s in it for you?

When the SHOT Show rolls around attendees will know you as more than just a brand, but a provider of valuable information.

Traci Browne
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers
www.TheSocialTradeShow.com

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

Five Reasons for Adding Social Media to Your Show Marketing Mix

Social Media Spotlight: First of a Four-part Series

Social media has transformed the way companies market tradeshows. No one knows this better than renowned tradeshow industry consultant and thought leader Traci Browne.

The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting each week for the next four weeks prior to the 2014 SHOT Show.

I’ll also be giving away free copies of Traci’s book each week. The first two exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!

Five Reasons for Including Social Media in Your Show Marketing Mix

With all the work you already have on your plate to get ready for the show, why add another task? Social media is a growing communication tool, and if you’re not taking advantage of it, you’ll soon be left in everyone else’s dust. But if you need more convincing, here are just five reasons to get you moving.

1. Reach a wider audience.

As sad as this may seem, there are some very qualified buyers who cannot attend this year’s SHOT Show. They might not have the budget to travel or the time to spare. They might have family obligations that prevent them from attending. They want to be there to see all the new products and services available, but they just can’t swing it. But they can and will be following along with what is happening at SHOT Show via social media.

Savvy exhibitors can stand out from their competition by paying attention to these online buyers. Make them feel a part of the event by:

Live blogging from sessions they are missing.
Live stream or video demonstrations taking place in your booth.
Tweet about new products and services you are seeing on the show floor you think they might be interested in by using the #SHOTShow hashtag.

2. Attendees will pay more attention to you.

It’s likely this is not your first SHOT Show rodeo. Even if you are a first time exhibitor at SHOT Show, you probably have some great advice you can impart on the attendees. Share helpful information that attendees will value before and during the show and your company will stay on their radar. People tend to pay attention more to exhibitors who don’t just market at them but those who are helpful as well. What kind of helpful information could you share?

Tips on great restaurants attendees should check out while in Vegas.
Tell them where to find the best coffee with the shortest lines closest to the trade show floor.
Point out sessions taking place with speakers they don’t want to miss.
Offer to introduce them to industry celebrities you know and who will be at the show.

3. Listen to what your customers are saying.

The SHOT Show is always a great place to do market research. By listening to conversations taking place around the show you can uncover valuable information about what your customers are looking for and what they wish existed in the marketplace.

We’ve always been able to do this in line for coffee, in the hallways between sessions, at the bar or restaurant in the evenings. Now, social media provides you an opportunity to amplify your listening and expose you to conversations taking place even if you’re not in the same room.

Pay particular attention to social media conversations that start with, “I wish…” Where can I find…” and even “I hate…” Chances are you just might have the solution to their problem or know someone who does.

When you are not just pushing your message out on social media but paying attention to what your potential customers are saying, you may over hear things like, “I wish there was a way to connect all my stores’ security systems.” If you are in that business jump on it and invite them to your booth to discuss solutions to their problem. If you are not in that business but know someone that can help them, invite them into your booth to meet that person.

4. Become part of a community.

Social media isn’t a campaign or a tool to be rolled out a week or two before the show. It is a commitment of time and resources undertaken so your company can connect not just with customers and potential customers at an event, but also with your industry’s larger community; a community of other suppliers, associations, media representatives, thought leaders, potential employees, mentors, and mentees.

Being an active member of a community builds your company’s reputation as a trusted solution provider and its employees as thought leaders in your industry. People in your community will get to know your company as more than just a brand. Buyers will start seeking you out and listening to what you have to say. Your company will be put on people’s “must see vendor” list.

5. Expand the length of the show.

Let’s face it, a lot of buyers are coming to SHOT Show, and there will be a lot for them to see and do. Chances are there are a few people who might miss you. By incorporating social media into your marketing and communications mix you won’t have to wait until next year to see them. You can easily continue the conversation and continue reaching out to potential buyers long after the show by doing the things mentioned above.

Just remember, keep your audience needs in mind when communicating on social media. It shouldn’t just be all about you.

*****

Traci Browne
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers
www.TheSocialTradeShow.com

Chris Dolnack is Senior Vice President and Chief Marketing Officer for the National Shooting Sports Foundation. Follow him on Twitter at @ChrisDolnack.

How To Find Potential Customers On Social Media

Social Media Spotlight: Third of a Four-part Series

The mantra “If you build it, they will come” just won’t cut it these days. The good news is that the mileage potential on your marketing effort has grown exponentially in recent years and you can now reach hundreds, thousands, millions of customers from the sitting position. No one knows this better than renowned trade-show industry consultant and thought leader Traci Browne.

The author of “The Social Trade Show” has graciously provided us with a series of blog posts that we’ll be posting right here — and in the Exhibitor Resource Center at shotshow.org — each week for the next four weeks in advance of the 2013 SHOT Show.

I’ll also be giving away free copies of Traci’s book each week. The first six exhibitors (and you need to be a SHOT Show exhibitor to qualify) to send me an email (be sure to include your mailing address) requesting a copy will receive one. Ready. Set. Go!

How To Find Potential Customers On Social Media

LinkedIn – If Facebook is a casual party, LinkedIn is all about business. The SHOT Show has their own LinkedIn group but do a group search on LinkedIn for “sport shooting” and you’ll see there are 14 different groups. Some have just a few members and others have thousands.

Start by observing what members are discussing and jump in when you can offer information people are looking for. This is a great place to bounce new ideas for products and services off enthusiasts.

Remember, on Twitter you want to practice the 80/20 rule. Spend 80 percent of your time talking about others and 20 percent talking about yourself. In no time word will get around and you’ll develop a good following of your own. Also be sure to stay up-to-date with show information by following the SHOT Show hashtag #SHOTshow. Twitter is great during the show because it’s quick and easy to use when you are on the move.

What’s in it for you?

It’s important to remember that it’s not only potential customers that are part of your community. The media is spending a lot of time in these online communities as well and they are on the lookout for a good story and/or experts to interview.

When the SHOT Show rolls around attendees will know you as more than just a brand, but a provider of valuable information.

Traci Browne
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers
www.TheSocialTradeShow.com

Five Reasons for Including Social Media in Your Show Marketing Mix

Social Media Spotlight: First of a Four-part Series

Social media has transformed the way companies market through trade shows. No one knows this better than renowned trade-show industry consultant and thought leader Traci Browne.

Five Reasons for Including Social Media in Your Show Marketing Mix

With all the work you already have on your plate to get ready for the show, why add another task? Social media is a growing communication tool and if you’re not taking advantage of it, you’ll soon be left in everyone else’s dust. But if you need more convincing here are just five reasons to get you moving.

1. Reach a wider audience.

As sad as this may seem, there are some very qualified buyers who cannot attend this year’s SHOT Show. They might not have the budget to travel or the time to spare. They might have family obligations that prevent them from attending. They want to be there to see all the new products and services available but they just can’t swing it. But they can and will be following along with what is happening at SHOT Show via social media.

Savvy exhibitors can stand out from their competition by paying attention to these online buyers. Make them feel a part of the event by:

Live blogging from sessions they are missing.
Live stream or video demonstrations taking place in your booth.
Tweet about new products and services you are seeing on the show floor you think they might be interested in by using the #SHOTShow hashtag.

2. Attendees will pay more attention to you.

It’s likely this is not your first SHOT Show rodeo. Even if you are a first time exhibitor at SHOT Show you probably have some great advice you can impart on the attendees. Share helpful information that attendees will value before and during the show and your company will stay on their radar. People tend to pay attention more to exhibitors who don’t just market at them but those who are helpful as well. What kind of helpful information could you share?

Tips on great restaurants attendees should check out while in Vegas
Tell them where to find the best coffee with the shortest lines closest to the trade show floor.
Point out sessions taking place with speakers they don’t want to miss
Offer to introduce them to industry celebrities you know and who will be at the show.

3. Listen to what your customers are saying.

4. Become part of a community.

5. Expand the length of the show.

Let’s face it, a lot of buyers are coming to SHOT Show and there will be a lot for them to see and do. Chances are there are a few people who might miss you. By incorporating social media into your marketing and communications mix you won’t have to wait until next year to see them. You can easily continue the conversation and continue reaching out to potential buyers long after the show by doing the things mentioned above.

Just remember, keep your audience needs in mind when communicating on social media. It shouldn’t just be all about you.

*****

Traci Browne
Author of “The Social Trade Show – Leveraging Social Media and Virtual Events to Connect With Your Customers
www.TheSocialTradeShow.com