Your enthusiasm and energy is infectious, and I sincerely believe that you were able to bring a lot of new things to ponder for the whole room.  While it may have been information overload for some, I think you offered relevant, clear, concise and most importantly MODERN concepts to the table.

It was informative, and helped both Justin and I realize we are on the right track with SEO, SEM and the Web Development end of things.  You gave us some other thoughts to munch on as well related to Branding etc too, which is greatly appreciated!

Thanks so much!  It was great to finally meet face to face.”

Ben Fisher
Absolute Mail Solutions

The following are four important steps to follow in order to make the most of your next trade show appearance.

1) Have a Promotional Plan

A significant part of your trade show marketing has to do with promotion, and not just during your trade show appearance. An effective trade show marketing plan should include pre-show, at-show, and post-show promotional opportunities.

One of the easiest and most affordable ways to tackle a promotional plan is to decide upon a meaningful theme that ties into your company’s strategic plan. This will help guide all of your promotional considerations. Next, understand who your target audience is and how you can best catch their attention. One quick and easy way to start promoting your trade show appearance is through the use of social media. Take Twitter for example: tweeting prior to an event will help build hype and excitement, tweeting during the event will encourage interaction and real-time connections, and tweeting after an event will help increase awareness and build brand loyalty.

2) Differentiate Your Products / Services

Trade show competition is considerable. Take the Consumer Electronics Show (CES), for example. There are probably fifty different companies displaying high-definition televisions at this event, making it increasingly more difficult to stand out and attract the attention of a consumer. Too many trade show exhibitors are all too happy using the “me-too” marketing approach, copying other innovative ideas. If you really want to make waves at an upcoming tradeshow, think outside the box. Your exhibit and marketing strategy should leave a strong impression and show why your company is better than the competition.

3) Capitalize on Press Relations

If you want to reap extended rewards from your trade show appearance, make sure your public relations team is on the ball. PR is one of the most cost-effective and successful methods for creating hype and interest around your product. Before the show:

* Contact show management to see which publications will be in attendance at the event.

* Send out newsworthy press releases announcing your show participation. Include teasers about your new products or services.

* Create press kits for the press office. Make sure to include product information, stats, and if possible, a product sample.

* Train staff members on how to deal specifically with media – you never know when a reporter might walk up to your trade show display and start asking questions.

4) Give Incentive

Incentives are a slippery slope at trade shows. On one hand, giving away prizes and products is a great way to attract attention, but on the other it’s expensive and the payoff isn’t always worth it. If you’re considering incorporating incentives into your tradeshow marketing plan, take some precautions first. Always place your promotional materials at the back of the exhibit, as this will compel people to enter your booth. If someone grabs a promotional item, make sure you engage them in conversation. This is the perfect opportunity to deliver your pitch!

Tired of your current trade show approach? Contact ZOO Media Group for an effective trade show strategy and exceptional trade show graphics.

So, what’s the secret to naming success?

Some experts believe that the best names are abstract. Others believe that a great name should be informative and intuitive. Many brand consultants insist on a playful approach, while some prefer a more practical position. In reality, any name can be an effective foundation for your brand and business, provided it’s backed up by the appropriate marketing strategy.

Naming your business is nothing to take lightly. The following are some characteristics to keep in mind when playing the name game.

1) It Needs to Be Available – Online and Off

Naming a brand isn’t just about being cute or clever; it’s also about being visible. “Before you set your heart on the perfect name, do a quick domain search. Nailing down a strong and available URL is extremely important in today’s modern marketplace, so exercise due diligence,” explains Chris Dugas, Partner & Managing Director at ZOO Media Group. Brand awareness is key, so try to avoid any unnecessary confusion with existing companies. Once you’ve found your name, make sure you take immediate steps to secure it.

2) Shorter is Sweeter

Nike, Apple, IBM, Google, Facebook – these successful companies all feature short and punchy names. Studies have shown that brevity leads to memorability, so kick any complex names to the curb and keep it simple.

3) It Needs to be Inventive

Want a great business name? Then make your own language. Gizmodo, Weebly, Lego – the list of successful companies with made-up names is long. A company that prides itself on innovation needs a name that’s equally experimental and fresh. Try combining two words or spelling a word incorrectly for inspiration. Customers appreciate businesses that are independent and have the ability to think outside the box.

4) It Needs to Be Natural

The best businesses names aren’t forced. They’re natural, simplistic, and smart. Take Apple, for instance. The world’s most innovative computer company got its fruity name because Steve Jobs used to spend a lot time in an orchard in Oregon. Inspiration can come from anywhere, so be open. If a name resonates with you, explore it. The best brand names have a stickiness that’s impossible to shake.

5) Think Big Picture

Many start-up businesses fall into the trap of naming their company after geographic or generic terms. What happens when the “Toronto Glass Company” wants to expand to Montreal? What if they want to diversify and get into the plastics business?

Get Help With Your Name Hunt

Coming up with a great business name can sometimes be a complicated and frustrating process. In order to save some time and trouble, consider enlisting a branding expert with corporate naming experience. Naming firms have elaborate systems for creating new names, plus they have extensive knowledge concerning trademark and copyright law. Brand naming consultants can be pricey, but spending a reasonable amount of money early for expert advice could save you in the long run.

It’s Never Too Late to Change Your Name

Some of the best businesses in the world have changed their company name. For example, Xerox was originally known as The Halloid Company, Nissan was Datsun, and LG used to go by their full name: Lucky and Goldstar Co. Even the almighty Google started out under a different name: BackRub.

It’s never too late to change your brand name for the better. Contact the branding consultants at ZOO Media Group today for more information on our brand naming services and other business branding strategies.

Through that wonderful experience, we now rely on ZOO Media Group for most of our buying group marketing including print advertising, client eblasts, and our important print catalogue.

Thanks ZOO for taming our wild needs.”

Rodney Lover – Director, Sales & Marketing
atWork Office Furniture

Sound familiar?

Residents have taken to the Internet today protesting the name, and its not-so-subtle reference to London, England’s infamous serial killer, Jack the Ripper. And it gets worse.

The team’s mascot will be named Jack. File this under even bad press is good press?

Martin remains unapologetic however, stating via the London Free Press website that the word “rippers” is commonly used in baseball terminology. The term speaks to the batting prowess of a player — great hitters are known to “rip” the cover off the baseball when they connect. And the story behind Jack’s name? Marin explains that the Diamond Jack is a frustrated hockey player who found he could really “rip” a baseball.

While some fans think the uproar is overblown, (@hilariously stated on Twitter, “Dear abused women’s center workers- ctfd. Having a baseball team called the rippers is not going to lead to more battered women”), Megan Walker, executive director of the London Abused Women’s Center, is far from amused. Walker was quoted in the Free Press web edition this morning saying, “You don’t have to be the brightest bulb on the block to realize Jack and Ripper go together. People are outraged. I think it’s appalling. It’s insulting and stupid and they better rethink their entire marketing strategy.” A quick scan of Twitter confirms that Walker isn’t alone. “If only it was a joke! London Rippers! Seriously? What’s your slogan: “batter up”? #london Rippers #ldnont,” states @Barbara36.

If ever you doubted the power of branding, this story should serve as a loud wake-up call. The Ripper’s controversy is the perfect example of how NOT to brand you product, service or organization. Let’s take a look at the evidence:

1) Market Ignorance

At some point in the branding process, someone in this organization must have put two and two together and commented on the obvious issues involved in this project. Surely market research would have turned up some obvious dissatisfaction. Which means that either a) market research was never carried out, or b) the organization chose to ignore the findings? Market ignorance is one of the biggest mistakes a company can make when branding — how can you expect to connect with your audience when you refuse to listen to their feedback?

2) Failure to Understand the Target Market

In the Free Press article, Martin is quoted as saying “it’s about people engaging our brand and getting excited about baseball at Labatt Park.” What Martin fails to realize is that people don’t really want to relate to a serial killer. Some people are seeing an upside however, @trada20 stated: “Now when I say I’m going to the rippers people will think I’m going to the baseball game instead of a strip club lmao;)” – (“rippers” is also a common term used by men in their 20′s and 30′s for exotic dance clubs). Branding that associates your team with a serial killer and strip clubs — you’re kidding, right?

3) Controversial Content

Controversial sells, there’s no doubt about it. By 11 a.m. “London Rippers” had become a trending topic on Twitter, with a number of major news publications, including the National Post, jumping on the story. People who’ve never heard of the Frontier Baseball League are now taking an interest… for all the wrong reasons. Even the team’s logo is a disaster. The simple vector logo features a shady looking man in a top hat wielding a bat.

While the Mayor of London is pressuring Rippers’ management to change the name, the damage is already done. Do you want to be the parent who says, “Hey kids, wanna go to the Rippers tonight?”

I didn’t think so.