Maximize Your Trade Show Success with These Expert Marketing Strategies
Trade shows can be a goldmine for businesses looking to expand their reach and generate leads. However, with hundreds of exhibitors vying for attention, it can be challenging to stand out from the crowd and make a lasting impression. That’s where trade show marketing comes in. In this article, we will explore five of the best trade show marketing tips that can help businesses maximize their presence and achieve their goals at trade shows.
From creating eye-catching booth designs to leveraging social media to attract attendees, these tips will cover a range of strategies to ensure your trade show experience is a success. We will also delve into the importance of pre-show planning, including setting clear objectives and identifying your target audience. Additionally, we will discuss the value of engaging and interactive booth experiences, as well as the power of post-show follow-up to nurture leads and build relationships. So whether you are a seasoned exhibitor or new to the trade show scene, these five tips will equip you with the knowledge and tactics needed to make the most of your next trade show opportunity.
Key Takeaway 1: Define your goals and target audience
Before participating in a trade show, it is crucial to clearly define your goals and identify your target audience. This will help you tailor your marketing strategy and booth design to effectively attract and engage potential customers.
Key Takeaway 2: Create an eye-catching booth design
Your booth design plays a vital role in attracting attendees and leaving a lasting impression. Invest in high-quality graphics, utilize creative lighting, and incorporate interactive elements to make your booth stand out from the competition.
Key Takeaway 3: Offer engaging experiences
Engaging experiences can significantly enhance your trade show marketing efforts. Consider hosting interactive demonstrations, product launches, or even organizing contests or giveaways to capture attendees’ attention and generate leads.
Key Takeaway 4: Leverage social media and digital marketing
Utilize social media platforms and digital marketing strategies to create buzz before, during, and after the trade show. Engage with attendees online, share sneak peeks of your booth, and encourage them to visit you at the event. This will help increase your visibility and attract more visitors to your booth.
Key Takeaway 5: Follow up with leads promptly
After the trade show, it is essential to follow up with the leads you generated promptly. Send personalized emails, make phone calls, or even schedule meetings to nurture these leads and convert them into valuable customers.
1. Utilizing Virtual Reality (VR) and Augmented Reality (AR) Experiences
As technology continues to advance, trade show marketers are finding innovative ways to engage with their audience. One emerging trend is the use of virtual reality (VR) and augmented reality (AR) experiences to create immersive and interactive booth displays.
VR allows attendees to be transported to a different world, where they can explore products or services in a virtual environment. This technology can be particularly effective for industries that offer experiences that are difficult to replicate in a traditional trade show setting, such as travel or real estate.
AR, on the other hand, overlays digital information onto the real world, enhancing the physical booth experience. For example, attendees can use their smartphones or tablets to scan QR codes or markers at a booth, triggering interactive 3D models or videos.
The potential future implications of utilizing VR and AR in trade show marketing are vast. These technologies can help businesses stand out from the competition and create memorable experiences for attendees. By immersing potential customers in a virtual or augmented environment, companies can showcase their products or services in a more engaging and interactive way, leading to increased brand awareness and potentially higher conversion rates.
2. Personalization and Customization
Another emerging trend in trade show marketing is the focus on personalization and customization. Gone are the days of generic booth displays and one-size-fits-all marketing materials. Today, companies are tailoring their trade show experiences to meet the specific needs and interests of their target audience.
One way businesses are achieving this is by using data and analytics to gather insights about their customers. By understanding their preferences, demographics, and buying behaviors, companies can create personalized experiences that resonate with attendees. This can include customized product demonstrations, tailored marketing materials, and one-on-one consultations with sales representatives.
Additionally, companies are investing in interactive technologies that allow attendees to customize their experience at the booth. For example, touchscreen displays or virtual configurators enable visitors to design their own products or explore different options and features.
In the future, personalization and customization will continue to play a significant role in trade show marketing. As technology advances, companies will have even more tools at their disposal to create unique and tailored experiences for attendees. This trend will not only help businesses make a lasting impression but also foster stronger connections with potential customers, leading to increased brand loyalty and sales.
3. Integration of Social Media and Influencer Marketing
Social media has become an integral part of our daily lives, and trade show marketers are leveraging its power to amplify their reach and engagement. One emerging trend is the integration of social media into trade show marketing strategies, along with the use of influencer marketing to boost brand awareness.
Companies are encouraging attendees to share their trade show experiences on social media platforms by creating dedicated hashtags, offering incentives for posts, or hosting social media contests. This not only generates buzz around the event but also extends its reach to a wider audience who may not be physically present.
In addition, businesses are collaborating with influencers in their industry to promote their booth and products. Influencers, who have a large and engaged following on social media, can help create excitement and generate interest in the trade show. They can also provide valuable endorsements and testimonials, which can significantly impact attendees’ perception of a brand.
In the future, the integration of social media and influencer marketing in trade show marketing will continue to evolve. As new platforms and technologies emerge, companies will find even more creative ways to leverage social media to connect with their target audience and drive engagement. By harnessing the power of influencers, businesses can amplify their brand message and establish themselves as industry leaders.
Section 1: Setting Clear Objectives
When it comes to trade show marketing, setting clear objectives is crucial for success. Before you even step foot on the trade show floor, you need to have a clear understanding of what you hope to achieve. Are you looking to generate leads, increase brand awareness, or launch a new product? By defining your objectives, you can tailor your marketing strategy to meet those goals.
For example, let’s say your objective is to generate leads. You can set a target number of leads you want to collect during the trade show and create a plan to achieve that goal. This might include offering a special promotion or hosting a giveaway to encourage attendees to visit your booth and provide their contact information.
Setting clear objectives not only helps you focus your efforts but also allows you to measure the success of your trade show marketing campaign. By tracking your progress towards your objectives, you can make adjustments as needed and ensure you’re getting the most out of your trade show experience.
Section 2: Designing an Eye-Catching Booth
Your trade show booth is your first impression on attendees, so it’s important to make it eye-catching and memorable. A well-designed booth can attract more visitors and create a positive brand image. Consider incorporating your branding elements, such as logo and colors, into the booth design to create a cohesive look.
One effective strategy is to use large, high-quality graphics that showcase your products or services. These visuals can grab the attention of passersby and entice them to learn more about your company. Additionally, consider incorporating interactive elements, such as touch screens or product demonstrations, to engage attendees and make your booth stand out from the crowd.
For instance, let’s say you’re a technology company showcasing a new software product. Instead of simply displaying a static poster, you could set up a demo station where attendees can try out the software themselves. This hands-on experience not only attracts attention but also allows potential customers to see the value of your product firsthand.
Section 3: Preparing Engaging Marketing Collateral
Trade shows are a prime opportunity to distribute marketing collateral and leave a lasting impression on attendees. However, not all collateral is created equal. To make the most impact, you need to prepare engaging and informative materials that attendees will want to keep and reference later.
Consider creating brochures or pamphlets that highlight the key features and benefits of your products or services. Make sure the content is concise, visually appealing, and easy to understand. Include compelling visuals, customer testimonials, and any relevant statistics or case studies that demonstrate the value of your offerings.
Additionally, think beyond traditional print collateral. In today’s digital age, it’s important to offer electronic versions of your materials as well. Consider creating a USB drive or providing a QR code that attendees can scan to access additional resources or exclusive content. This not only reduces paper waste but also allows attendees to easily share your materials with others.
Section 4: Leveraging Social Media
Social media has become an integral part of trade show marketing. Utilizing platforms like Twitter, Facebook, and LinkedIn can help you create buzz before, during, and after the event. By leveraging social media, you can reach a wider audience, engage with attendees, and generate excitement around your brand.
Prior to the trade show, start promoting your participation on social media. Create posts that highlight what attendees can expect from your booth, any special promotions or giveaways, and any speakers or presentations you’ll be hosting. Encourage followers to visit your booth and use event-specific hashtags to increase visibility.
During the trade show, actively post updates, photos, and videos to keep your followers informed and engaged. Share live updates from your booth, showcase customer interactions, and highlight any awards or recognition your company receives. This real-time content not only keeps your brand top of mind but also allows those who couldn’t attend the trade show to feel included.
Section 5: Engaging with Attendees
Engaging with attendees is essential for successful trade show marketing. While having an eye-catching booth is important, it’s equally important to have knowledgeable and friendly staff who can connect with visitors on a personal level.
Train your booth staff to be approachable and well-versed in your products or services. Encourage them to initiate conversations with attendees, ask open-ended questions, and actively listen to their needs. By showing genuine interest and providing valuable information, you can build rapport and establish trust with potential customers.
Furthermore, consider hosting interactive activities or demonstrations at your booth to encourage engagement. This could include games, contests, or mini-presentations. For example, if you’re a fitness equipment company, you could invite attendees to participate in a push-up challenge or try out your latest treadmill. These interactive experiences not only create a memorable trade show experience but also allow attendees to experience your products firsthand.
1. Pre-show Planning
Before the trade show begins, it is crucial to invest time and effort into pre-show planning. This involves identifying your goals and objectives for the event, as well as understanding your target audience and competitors. By doing thorough research, you can tailor your marketing strategy to effectively reach your desired audience and stand out from your competitors.
1.1 Set Clear Goals
Start by setting clear and measurable goals for your trade show marketing efforts. Do you want to generate leads, increase brand awareness, or launch a new product? Clearly defining your goals will help you determine the strategies and tactics you need to implement.
1.2 Understand Your Target Audience
Knowing your target audience is essential for successful trade show marketing. Conduct market research to understand their demographics, preferences, and pain points. This information will help you tailor your messaging, booth design, and promotional materials to resonate with your audience.
1.3 Research Your Competitors
Identify your main competitors and analyze their trade show presence. Look at their booth designs, promotional materials, and marketing strategies. This will give you valuable insights into what works and what doesn’t in your industry. Use this information to differentiate your brand and create a unique selling proposition.
2. Booth Design and Layout
The design and layout of your trade show booth play a significant role in attracting visitors and creating a memorable experience. A well-designed booth will effectively communicate your brand message and make a lasting impression on attendees.
2.1 Branding and Messaging
Ensure that your booth design reflects your brand identity and effectively communicates your messaging. Use consistent branding elements such as colors, logos, and taglines. Consider incorporating interactive elements, such as touch screens or virtual reality experiences, to engage visitors and reinforce your message.
2.2 Eye-Catching Graphics
Use high-quality graphics and visuals to capture attendees’ attention. Large, bold images and clear signage will make your booth stand out in a crowded trade show environment. Make sure your graphics are easy to read from a distance and convey your key messages effectively.
2.3 Engaging Layout
Plan your booth layout to encourage interaction and flow. Create designated spaces for product demonstrations, meetings, and casual conversations. Consider incorporating comfortable seating areas or charging stations to attract visitors and encourage them to spend more time at your booth.
3. Interactive Experiences
Engaging attendees with interactive experiences can leave a lasting impression and increase their likelihood of remembering your brand. By offering interactive elements, you can create a unique and memorable trade show experience.
3.1 Virtual Reality (VR) and Augmented Reality (AR)
Utilize VR or AR technology to provide immersive experiences for attendees. This could include virtual product demonstrations, interactive games, or virtual tours of your facilities. These technologies can captivate visitors and allow them to experience your products or services in a novel and engaging way.
3.2 Gamification
Incorporate gamification elements into your booth to make it more interactive and fun. This could include quizzes, challenges, or competitions related to your industry or products. Offering incentives, such as prizes or discounts, can motivate attendees to participate and increase their engagement with your brand.
3.3 Interactive Displays
Use touch screens, tablets, or interactive displays to allow attendees to explore your products or services in a hands-on manner. This can include interactive product catalogs, configurators, or demos. By enabling visitors to interact with your offerings, you can create a more engaging and personalized experience.
4. Lead Generation and Follow-Up
Trade shows provide an excellent opportunity to generate leads and build relationships with potential customers. However, it is essential to have a well-defined lead generation strategy in place and a plan for following up with leads after the event.
4.1 Lead Capture Technology
Invest in lead capture technology to streamline the process of collecting attendee information. This could include barcode scanners, lead retrieval apps, or digital forms. Ensure that your staff is trained on how to use the technology effectively to capture accurate and relevant lead data.
4.2 Qualify Leads On-site
Train your booth staff to ask qualifying questions and identify high-potential leads during the event. This will help you prioritize follow-up efforts and focus on leads with the highest likelihood of converting into customers. Use lead scoring or grading systems to categorize and prioritize leads based on their level of interest and fit.
4.3 Prompt Follow-Up
Develop a follow-up strategy to ensure that leads are contacted promptly after the trade show. Send personalized emails or make phone calls to thank attendees for visiting your booth and provide them with any additional information they requested. Implementing a timely and personalized follow-up process can significantly increase conversion rates.
5. Post-Show Evaluation
After the trade show concludes, it is crucial to evaluate your performance and gather insights for future improvements. Analyzing your results will help you measure the success of your trade show marketing efforts and identify areas for optimization.
5.1 Measure Key Metrics
Define key performance indicators (KPIs) to measure the effectiveness of your trade show participation. These could include metrics such as the number of leads generated, booth traffic, social media engagement, or sales revenue. Use analytics tools and surveys to collect data and evaluate your performance against your goals.
5.2 Gather Feedback
Collect feedback from your booth staff, attendees, and other stakeholders involved in the trade show. This can be done through surveys, interviews, or post-event evaluations. Understanding what worked well and areas for improvement will help you refine your strategy for future trade shows.
5.3 Adjust Your Strategy
Based on the insights gained from the evaluation, make necessary adjustments to your trade show marketing strategy. Identify strengths and weaknesses in your approach and implement changes to enhance your future trade show performance. Continuously refining your strategy will ensure that you stay ahead of the competition and maximize the return on your trade show investments.
Case Study 1: XYZ Company’s Interactive Booth
XYZ Company, a leading technology firm, implemented an interactive booth at a trade show to engage with attendees and generate leads. The booth featured touchscreens with interactive product demos, allowing visitors to explore the company’s offerings in a hands-on manner.
The key point highlighted by this case study is the importance of creating an engaging and interactive experience for trade show attendees. By providing a unique and interactive booth, XYZ Company was able to capture the attention of visitors and stand out from their competitors.
The interactive demos allowed potential customers to experience the benefits of XYZ Company’s products firsthand, increasing their interest and likelihood of making a purchase. This approach not only generated a significant number of leads during the trade show but also helped XYZ Company build long-term relationships with potential customers.
Case Study 2: ABC Corporation’s Pre-Show Marketing Campaign
ABC Corporation, a global manufacturing company, implemented a comprehensive pre-show marketing campaign to maximize their trade show presence. They utilized various channels, including social media, email marketing, and targeted advertising, to create buzz and generate excitement before the event.
The key point illustrated by this case study is the importance of pre-show marketing in driving attendance and attracting qualified leads. ABC Corporation’s campaign effectively built anticipation and awareness among their target audience, resulting in a higher number of visitors to their booth.
By strategically targeting potential attendees through personalized email campaigns and social media ads, ABC Corporation was able to reach the right people and generate quality leads. The pre-show marketing efforts also allowed the company to schedule meetings with key prospects in advance, maximizing their time and resources during the trade show.
Success Story: DEF Company’s Creative Giveaways
DEF Company, a startup in the consumer goods industry, used creative giveaways as part of their trade show marketing strategy. Instead of traditional promotional items, they offered unique and useful products that aligned with their brand and resonated with their target audience.
The key point exemplified by this success story is the effectiveness of creative and relevant giveaways in attracting attention and leaving a lasting impression. DEF Company’s unique giveaways not only drew visitors to their booth but also sparked conversations and generated word-of-mouth marketing.
By offering products that were both practical and aligned with their brand, DEF Company was able to create a memorable experience for trade show attendees. This approach not only increased brand awareness but also resulted in a higher number of qualified leads, as visitors who were genuinely interested in DEF Company’s products were more likely to engage and provide their contact information.
FAQs
1. What are the benefits of trade show marketing?
Trade show marketing offers several benefits for businesses, including:
- Increased brand visibility and awareness
- Opportunity to showcase products or services
- Direct interaction with potential customers
- Networking with industry professionals
- Generating leads and sales
2. How can I choose the right trade show to participate in?
When selecting a trade show, consider the following factors:
- Your target audience: Ensure that the trade show attracts your desired customer base.
- Relevance: Look for shows that align with your industry or niche.
- Size and attendance: Evaluate the number of exhibitors and attendees to gauge potential exposure.
- Location: Consider the geographical location and accessibility for both your team and potential customers.
- Cost: Assess the financial investment required and weigh it against potential returns.
3. How can I make my trade show booth stand out?
To make your booth stand out, consider the following tips:
- Create an eye-catching design with attractive signage and visuals.
- Offer interactive experiences or demonstrations.
- Use technology, such as touch screens or virtual reality, to engage visitors.
- Provide giveaways or promotional items that are useful and branded.
- Train your booth staff to be friendly, knowledgeable, and proactive in engaging with attendees.
4. How can I effectively promote my presence at a trade show?
To promote your presence at a trade show, try these strategies:
- Utilize social media: Announce your participation, share sneak peeks, and encourage attendees to visit your booth.
- Send targeted emails: Reach out to your existing contacts and potential customers to inform them about your presence.
- Create a landing page: Build a dedicated webpage on your website with information about your participation and special offers.
- Offer incentives: Provide exclusive discounts or perks for those who visit your booth.
- Collaborate with event organizers: Seek opportunities for cross-promotion through event marketing channels.
5. How can I maximize lead generation at a trade show?
To maximize lead generation at a trade show, consider these tips:
- Set clear goals: Define what constitutes a valuable lead and communicate it to your booth staff.
- Collect contact information: Use lead capture tools or forms to gather attendee details.
- Engage in conversation: Initiate meaningful conversations with attendees to qualify their interest.
- Offer incentives: Provide incentives for attendees to share their contact information, such as exclusive content or giveaways.
- Follow up promptly: Have a plan in place to follow up with leads within a reasonable timeframe after the event.
Concept 1: Target Audience Identification
One of the most important aspects of trade show marketing is identifying your target audience. This means understanding who your ideal customers are and tailoring your marketing efforts to reach them effectively.
When you attend a trade show, you want to make sure you are attracting the right people to your booth. To do this, you need to research and analyze your target market. Who are they? What are their needs and preferences? What problems can your product or service solve for them?
Once you have a clear understanding of your target audience, you can create marketing materials and strategies that will resonate with them. This might include designing an eye-catching booth, developing engaging presentations, or offering promotional items that appeal to their interests.
By identifying your target audience, you can focus your efforts on attracting the right people to your booth and increase your chances of generating quality leads.
Concept 2: Pre-Show Promotion
Pre-show promotion is a crucial step in maximizing the success of your trade show marketing efforts. It involves creating awareness and generating interest in your participation before the actual event takes place.
There are several ways you can promote your presence at a trade show. One effective strategy is to utilize social media platforms. You can create engaging posts, share sneak peeks of what attendees can expect at your booth, and even offer exclusive discounts or promotions for those who visit you at the event.
Another pre-show promotion tactic is to send out personalized invitations to your target audience. This could be in the form of emails or physical mailings. By inviting potential customers to visit your booth, you increase the likelihood of them stopping by and engaging with your brand.
Additionally, consider reaching out to industry influencers or media outlets to secure coverage or interviews before the trade show. This can help generate buzz and attract more attendees to your booth.
Remember, the goal of pre-show promotion is to create anticipation and excitement around your brand, so that when the trade show starts, people are already aware of your presence and eager to visit your booth.
Concept 3: Engaging Booth Design
Your booth design plays a crucial role in attracting and engaging attendees at a trade show. A well-designed booth can make a lasting impression and increase the chances of converting visitors into leads.
When designing your booth, consider the layout, colors, and signage. The layout should be inviting and easy to navigate, allowing visitors to explore your products or services without feeling overwhelmed. Use colors that align with your brand and create a visually appealing atmosphere. Clear signage with concise messaging will help attendees understand what you offer at a glance.
Another important aspect of booth design is creating interactive experiences. This could include product demonstrations, virtual reality experiences, or interactive games. These elements not only capture attendees’ attention but also provide an opportunity for them to engage with your brand on a deeper level.
Lastly, don’t forget about the importance of your booth staff. Make sure they are well-trained, friendly, and knowledgeable about your products or services. They should be able to answer questions, provide demonstrations, and engage in meaningful conversations with visitors.
A well-designed and engaging booth will make your brand stand out from the competition and leave a positive impression on attendees.
Common Misconception: Trade show marketing is only effective for B2B companies
One common misconception about trade show marketing is that it is only effective for business-to-business (B2B) companies. While it is true that trade shows have long been a staple for B2B companies looking to generate leads and build relationships with potential clients, trade show marketing can also be highly effective for business-to-consumer (B2C) companies.
Trade shows provide an excellent opportunity for B2C companies to showcase their products or services to a targeted audience. It allows them to engage directly with potential customers, demonstrate their offerings, and gather valuable feedback. Additionally, trade shows often attract a large number of media representatives, providing B2C companies with an opportunity to generate publicity and increase brand awareness.
For example, a fashion brand participating in a trade show can not only showcase their latest collection to potential customers but also connect with influential fashion bloggers and journalists who can help spread the word about their brand. Similarly, a tech company can use trade shows to demonstrate their latest gadgets to tech enthusiasts and gain valuable insights into consumer preferences.
Common Misconception: Trade show marketing is expensive
Another common misconception about trade show marketing is that it is expensive. While it is true that participating in a trade show can incur costs such as booth rental, travel expenses, and promotional materials, trade show marketing can also be a cost-effective strategy when executed strategically.
Firstly, trade shows provide a platform for companies to reach a highly targeted audience. Instead of spending money on broad advertising campaigns that may or may not reach the right audience, trade shows allow companies to connect directly with individuals who are already interested in their industry or niche. This targeted approach can lead to higher conversion rates and a better return on investment.
Secondly, trade shows often offer opportunities for companies to network and form partnerships with other businesses. These partnerships can lead to cost-saving collaborations, such as joint marketing initiatives or shared booth spaces at future trade shows. By leveraging these partnerships, companies can reduce their individual costs and maximize their marketing efforts.
Lastly, trade shows provide an opportunity for companies to gather valuable market research and feedback. Instead of investing in expensive market research studies, companies can engage with attendees at trade shows, gather insights, and make informed business decisions based on real-time feedback. This can help companies save money in the long run by avoiding costly mistakes or investing in ineffective strategies.
Common Misconception: Trade show marketing is outdated in the digital age
With the rise of digital marketing and online platforms, some may believe that trade show marketing is outdated and no longer relevant. However, this is a misconception that fails to consider the unique advantages that trade show marketing offers in the digital age.
One of the key advantages of trade show marketing is the opportunity for face-to-face interaction. In an increasingly digital world, where most communication happens online, trade shows provide a valuable opportunity for companies to connect with potential customers on a personal level. This personal interaction allows companies to build trust, establish relationships, and create a memorable brand experience that is difficult to replicate through digital channels alone.
Furthermore, trade shows offer a unique sensory experience that cannot be replicated digitally. Attendees can see, touch, and experience products or services firsthand, which can have a significant impact on their purchasing decisions. This experiential aspect of trade show marketing can be particularly beneficial for companies selling physical products or offering services that require a tactile experience.
Additionally, trade shows provide a platform for companies to leverage digital marketing strategies. Many trade shows now incorporate technology such as interactive displays, virtual reality experiences, and social media integration. These digital elements can enhance the overall trade show experience, attract more attendees, and generate buzz both online and offline.
Trade show marketing is a powerful strategy that can be effective for both B2B and B2C companies. It is not limited to a specific industry or company size. By debunking these common misconceptions, it becomes evident that trade show marketing can be a cost-effective, targeted, and impactful marketing strategy in the digital age.
Conclusion
Trade show marketing can be a powerful tool for businesses to generate leads, build brand awareness, and engage with potential customers. By implementing the following five tips, companies can maximize their trade show success:
Firstly, it is crucial to set clear goals and objectives before attending a trade show. This will help companies focus their efforts and measure their success. Secondly, creating an eye-catching booth design that reflects the company’s brand and values is essential to attract visitors. A visually appealing booth will make a lasting impression and draw attendees in. Additionally, engaging with attendees through interactive displays, demonstrations, and personalized interactions can greatly enhance the overall trade show experience. This will leave a positive impression and increase the chances of converting leads into customers. Moreover, leveraging social media and digital marketing strategies before, during, and after the trade show can amplify the brand’s reach and engagement. Utilizing hashtags, live streaming, and online contests can create buzz and attract a wider audience. Lastly, following up with leads promptly after the trade show is vital. Sending personalized messages, offering exclusive deals, and nurturing relationships will help convert leads into loyal customers.
By implementing these five trade show marketing tips, businesses can stand out from the competition, generate valuable leads, and ultimately achieve their marketing objectives. Trade shows provide a unique opportunity for companies to showcase their products and services, connect with potential customers, and build lasting relationships. With careful planning, creativity, and a strategic approach, trade show marketing can be a highly effective tool in a company’s marketing arsenal.