The 3-Legged Stool method This is the Larson & Associates marketing strategy which focuses on generating consistent sales leads by utilizing three distinct, simultaneous touchpoints: Direct Mail, Email Marketing, and Teleprospecting. It works by leveraging multiple, integrated channels to create high visibility, and has helped our clients achieve over 17.6% growth by engaging their prospects through various senses and methods. The 3 Legs of the Method Direct Mail: Tangible, physical mail to grab attention. Email Marketing: Digital, direct outreach for engagement. Teleprospecting/Telemarketing: Personal, voice-to-voice interaction. Why Does It Work? This method, which we been using for over 50 years, thrives on a multi-channel approach to ensure that if one channel is ignored, another will catch the prospect's attention. The Multi-Channel way works by using different methods, different tools so you increase the chances of a response and touching people in the way they want to be approached. Do You Need New Sales Now? If you need a marketing company that goes after new sales leads and works fast call us at 847-489-0006. If you are looking for a marketing company that will work with you to  implement sales leads system that we know works call us at 847-489-0006. If you would like to see how it compares to other 3-legged marketing frameworks we use call us at 847-489-0006. LARSON & ASSOCIATES We Make Good Businesses Great And Great Businesses Even Better 847-489-0006

Are You The Perfect Larson Customer?

Are You The Perfect LARSON & ASSOCIATES customer? So we asked AI: Who are Larson & Associates best customer prospects? And ChatGPT said: Larson & Associates — Here are the most common ones and who their best customer prospects would be for: Larson & Associates — Telemarketing, Lead Generation, Trade Show & Target Marketing Firm is a 5.0 Marketing agency. Larson & Associates provides telemarketing, lead-generation, appointment-setting, and marketing services for small to midsize businesses. Best Customer Prospects:  Companies with $500,000–$45M in annual revenue seeking rapid sales growth.  Small- and medium-sized B2B firms without a large internal sales team.  Businesses that want new account acquisition and qualified leads.  Firms planning to exhibit at trade shows and needing pre-show + follow-up marketing.  Companies looking to outsource teleprospecting, email, direct mail or sales funnel work.  Organizations wanting a performance-based marketing partner instead of traditional advertising.  In short: Small & mid-sized companies needing help filling their sales pipeline with qualified prospects. That is what ChatGPT says. What do you say? Call today and find out if you are ChatGPT Larson customer approved.

Larson & Associates 847-489-0006 Howard@larsonassociates.ws We Make Good Business Great and Great Business Even Better

Quick Guide For The New Exhibitor

 

Quick Guide For The New Exhibitor

Thinking about or getting ready to exhibit at a tradeshow here in the United States?

Exhibiting is a great way to reach audiences and give your company a wider exposure fast.

Here is a short but quick guide that will help you prepare to exhibit, answer common questions, and get ready for a successful exhibiting experience.

General Service Contractor / Official Services Contractor

The General Services Contractor (GSC), also known as a General Contractor (GC) or Official General Contractor (OGC), is contracted by the show organizer to handle oversight of the physical setup and teardown of the exhibition. The GSC may provide services such as:

• Generating the Exhibitor Services Manual (also known as Exhibitor Kit)
• Installation and dismantling of exhibit booths
• Oversight of labor
• Material handling and loading dock management
• Getting the venue event-ready (signs, banners, structures)
• Managing freight and storage for move in and move out
• Rental of exhibits, carpet, furnishings, etc.

Some of the GSC responsibilities, such as material handling, cleaning, and rigging are provided on an exclusive basis — meaning only the GSC can perform these services for exhibitors.

Furniture, lighting, flooring, and audio-visual solutions are available for rent individually, as a bundle, or as part of booth rentals. These items are typically ordered through the GSC or a specialty contractor.

Exhibitors should order these items in advance of the show.

To ensure the best pricing, you will want to note deadlines and what products, services, and conveniences are provided with your booth space.

Please note that the venue may also provide exclusive services, such as electrical, food and beverage, rigging, etc. All of the offerings and exclusivities are highlighted in the Exhibitor Services Manual (ESM), including the rules and regulations of the specific venue and exhibition.

Exhibitor Services Manual/Exhibitor Kit

The ESM is developed by the GSC for the exhibition. It contains general event information, labor and service order forms, rules and regulations, and other information pertinent to an exhibitor’s participation in an exhibition.

Booth construction

In the U.S., most small exhibition booths are provided with pipe and drape to designate each 10 ft x 10 ft space (3 m x 3 m). This will consist of metal pipe frames and drapery walls, and is different from what is offered as hard-wall shell schemes more commonly provided outside the U.S.

You will be able to choose how you further design your booth space — that can include:

• Using a simplified online process to order carpet, furnishings, etc.
• Shipping your own exhibit to the show hall
• Contracting with an exhibition stand builder or Exhibitor Appointed Contractor (EAC)

Be sure you are up to date on any requirements for shipping, venue regulations, added expenses, and extended timelines due to customs processes in the U.S.

Labor unions

Don't be scared of them. These guys are pros! In the U.S., it is most common that unions perform the majority of the tasks in facilities.

A labor union is a group of employees in a certain trade, industry, or corporation that organize to improve their salary, benefits, and working conditions2.

Every venue has different union rules and regulations, so it is important to understand the labor union rules and regulations. In your show’s ESM/Exhibitor Kit, you’ll find detailed information about the labor rules and regulations.

If you have a simple exhibit that you or your employees would like to install, it may not require union labor. However, if you have a more complex build, union labor will need to be hired through the GSC, an approved agency, or EAC (Exhibitor Appointed Contractor).

You’ll want to pay attention to the difference in labor rates, which are based on the date and time of when you require labor. Overtime (more than eight hours per day or hours outside of set labor union working hours), Sunday hours, and holiday rates can quickly get expensive. Watch the calendar (for holidays and weekends) and plan ahead to manage costs.

If you are exhibiting in multiple cities, labor rates can vary from venue to venue.

Material handling and shipping

Shipping is the transportation of your exhibit properties from your location to the event. There are two general shipping options:

1. Ship to a warehouse (known as an advanced warehouse) up to one month before the show’s move-in date
2. Ship directly to the show site on the move-in date(s) provided

Material handling is handling the exhibit freight once it arrives at the advanced warehouse or show site. In the U.S., the GSC is the exclusive provider of material handling.

In addition, the GSC brings all material from the advanced receiving warehouse to the booth/stand location prior to the exhibitor move-in date.

You can find these dates in the Exhibitor Services Kit.

All materials shipped to the warehouse or show site must have an in-bound Bill of Lading (BOL) with certified weight tickets. The weight of the material determines the cost to perform all material handling functions. moving the freight from the advanced warehouse to the exhibition venue. This can be a strong cost driver if not planned well and in advance.

Additional exclusive services

In some venues, there may be exclusivity contracts for services such as cleaning, rigging, electrical, internet, food and beverage, catering, hotel, etc. This means exhibitors must order these services through the Exhibitor Services Manual, which specifies approved vendors.

In this case, exhibitors will need to obtain an individual proposal, for each service, from each approved vendor — and will receive separate invoices. More detailed Information is typically found in your Exhibitor Kit or on the GSC online ordering platform.

You can also decide to work with an EAC, who may be able to order all services on your behalf and will be invoiced directly, so you will receive one invoice from the EAC for all services.

Payment process

Please note how the payment process is handled for exhibiting at shows in the U.S.

• When products and services are ordered through the GSC, a single, overall invoice for all products and services is provided
• For specialty services not provided by the GSC, invoices are provided by the service provider(s)
• Services ordered on-site require credit card payment at the time of order

Additional payment options may be available. Contact your GSC for more information.

Start planning for your exhibit today

With the right approach, you’ll enjoy a smooth experience that allows you to focus on what really matters: growing your brand and expanding your market.

An experienced, local, exhibit partner such as Larson & Associates can help you navigate exhibiting in the U.S., so you can avoid frustrating (and sometimes costly) complications. Our teams provide hands-on support, ensuring your exhibitor passport is stamped for a successful show! We have an entire tradeshow marketing plan for you to work with so not only will your booth be great but your at show expectations will be what you need them to be!

Howard Larson

Larson & Associates

is the Tradeshow Fanatic

Contact him at 847-489-0006

howard@larsonassociates.ws

And lets talk Tradeshow!

 

Trade Show Notes / Walking the floor

 

I Do A lot Of Tradeshows I Exhibit at them I Buy at them I Walk them I Speak at them I Scout them If you do trade shows you want to talk to me. If you are even just thinking about a trade show you really need to talk with me. There are so many reasons why.

There are lots of reasons to be at a trade show. . .  As an exhibitor Yes this one to the two main reasons to be at a show. To have a booth to sell at. An exhibitor is paying most to the bill for the show. It might be a $250 Chamber of Commerce Show or $50,000 to $100,000 at a major convention center.    As a buyer Going in as a buyer. Do your homework. Check out multiple suppliers. Ask about show specials. Press them for the best deal. Everyone is there so take advantage of it.      Walking the show floor You can walk the floor in a reverse show selling. You don't want to get kicked out and yes show managers will kick out.  There is not real magic in making a trade show successful.  You need to know the territory and you need to have a reason and a plan. Show Scouting Scouting for a new show to put on your personal show list is one of the most important things you can do in preplanning for a show. Is it as good as it looks. I the right people really there? You really need to check it out in person.   Show Speaker Yes you can become a speaker at shows. Many send out for a syllabus of your talk months in advance. If you don't get an invite call show manager and ask for one. If you can get to be a speaker at a show you start to become an industry expert. People with come, they will listen and they will respond.

Year To Date Trade Show List Here is the Larson show list to date. More will be added. Some may be dropped. Yes it is always changing so keep watch for more shows as they become available and we might be to meet with you and work with you! If you need show marketing or advertising specialty items we are here! Modex - Georgia World Congress Center – Atlanta GA - March 11-14   International Cheese Technology 2024 Expo - Milwaukee, Wisconsin - Apr 16, 2024   ASSEMBLY Show South - Music City Center Nashville TN - May 1-2   Food Safety Summit - Rosemont Convention Center – May 6-9, 2024   Automate Show - McCormick Place Chicago, IL - May 6-9, 2024   Design-2-Part Show - Schaumburg Convention Center, IL - May 8 & 9, 2024   National Restaurant Show - McCormick Place Chicago - May 18 - 21, 2024   DSF - Hynes Convention Center, the Sheraton Boston – May 20-23, 2024   NeoCon - Merchandise Mart Chicago IL - June 10-12, 2024   Small Business Expo - 725 W Roosevelt Rd Chicago - Thursday June 13, 2024   IFT FIRST - McCormick Place - July 14-17, 2024   ASI Chicago - McCormick Place Chicago, IL - July 23-25, 2024   IMTS 2024 - International Manufacturing Technology Show - McCormick Place Chicago – Sept 9-14 2024   LABELEXPO AMERICAS 2024 - DONALD E. STEPHENS CONVENTION CENTER Rosemont - SEPTEMBER 10 - 12 2024   PRINTING United Expo - Las Vegas Convention Center - September 10-12 2024   World Beef Expo 2024 - Wisconsin State Fair Park, Milwaukee WI - 19 - 22 Sep 2024   FABTECH Orlando - Orange County Convention Center - October 15-17, 2024 Build Chicago 2024 - McCormick Place - October 22-23 2024   The Assembly Show – Rosemont Convention Center – October 22-24, 2024   The Quality Show – Rosemont Convention Center – October 22-24, 2024   PACK EXPO International - McCormick Place Chicago, IL - November 3-6, 2024   PLMA’S 2024 PRIVATE LABEL SHOW - Stephens Convention Center Rosemont IL - NOVEMBER 18-19 2024   IBTM World - Fira Barcelona Gran Via Barcelona Spain - November 19-21 2024   There are a limited number of coffee cups (meetings) so call or email to order your 1 on 1 meeting today. And remember if you are a Larson & Associate marketing customer, you can get up to 20% off on advertising specialties

Larson & Associates We Make Good Businesses Great and Great Businesses Even Better Larson & Associates 3475 Steeplechase Way    Suite 101 Grayslake IL 60030 847-991-1294 www.larsonassociates.ws

Industry Tech Outlook / Admired Leaders of 2024

 

Howard Larson
& Larson & Associates

has been nominated to receive the
Industry Tech Outlook
Admired Leaders of 2024

Working out of covid, the accomplishments gained in 2023 as an industry role model with innovations for both associates and clients have showed how Howard has continued to be a leader and focused business model. 2023 has again showed that the business model of Big Fish in a Little Pond that Howard Larson and Larson & Associates starting using back in in 1996 has not only worked but brought greater job satisfaction to employees and customers.

Remaining quick to shift resources to where they are needed has allowed us to give us a faster response to the needs of our clients and our people. It has not been easy especially over the last four years between covid and high inflation not to mention supply chain issues. We thank God that in our virtual business model we are as cost contained and adept to take advantages of circumstances.  Our philosophy of the Big Fish in a Little Pond and purposefully staying small, seeking out small to mid-sized companies, the majority of our clients continue to be small businesses with revenue of $500,000 to 50 Million with 3 to 15 sales people remains in tact.  2023 with inflation our year over year clients who are using the Larson & Associates 3 Legged Stool Method of Marketing have been seeing growth above 17.9% but more importantly grabbing increased market share with bold tactics and inflation beating market share expansion programs. Those in the trade show area have seen lead follow-up and connections three times the national average. We continue to push our clients deeper into this market area because quite frankly, trade shows are where the customers are. In seminars we have attended this winter with speakers from Freeman and McCormick Place we found untapped marketing areas where we can expand into and see even greater growth for our clients Thank you for your continued support of the Larson Philosophy of Marketing as in April we start our 50th year in business. It is because of you that we are still here and continue to be a success. It is your belief in us that makes us who we are. You give us the freedom to work quick, hard and fast. You are the people who let us out run, out produce and out perform the competition.

If you are not yet a
Larson & Associates client
you should be.

Year after year we out perform other marketing agencies. Why? We are street fighters. If we do not do what needs to be done, we know where to get the experience, the knowledge and the know-how. We have been around the block a few times. You can do what we are able, you can not get what we offer without working on the front lines, in the trenches. If your marketing or advertising company is sitting behind their desk they are doing you a disservice. Things change too fast to to not be involved in the day to day work of lead generation and marketing. If you are not ready to expand I understand, enjoy. But if you are one of the few that says now is the time we have room for 7 new clients in April. Not 8 only 7. When we get our 7 we are done expanding for a while. You will just have to wait in line until we have an opening for new clients.  We are here not only about the money but life. We are looking for not just companies to make a dollar off of. We are searching for companies that have the positive image through service to their customers and their community. These exceptional companies help make the world a great place to live, work and play. If that is you, we want to talk with you, today.

Larson & Associates

We Make Good Businesses Great and Great Businesses Even Better
Larson & Associates

3475 Steeplechase Way    Suite 101 Grayslake IL 60030 847-991-1294 www.larsonassociates.ws

Using Email Marketing In Your Mix

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Emails The Second Part Of The 3 Legged Stool Plan More than 340 billion emails are sent daily. This figure is expected to reach 376 billion daily emails by the end of 2025. Email marketing strategies have changed over the years. What worked five years ago, now no longer works. But it's still a key player to any marketing strategy. In fact, for the very best online marketers’ email marketing is their go-to marketing channel. Why? It's because it brings in the results and delivers the best marketing ROI: Email Marketing Is The Next Step Just remember if you can not follow up with a phone call it is not worth doing. That’s right! Email marketing outperforms all online marketing strategies, including SEO, PPC, and content marketing! An email marketing strategy is an important part of any marketing strategy. Email is the most cost-effective way to promote your products, communicate with your customers and reach your business goals. And on average, for every $1 you spend on email marketing, you can expect a return of $42, if the list is right! Creating personalized subject lines in emails can increase open rates by 26%,  marketers have experienced a remarkable 760% boost in email revenue by employing segmented campaigns. Not bad, right? Here, are some of the best email marketing strategies you can use or have us use for you to achieve extraordinary results through email marketing. A few ideas we use at Larson's for better email marketing campaigns These are some of the email marketing strategies in the 3 legged stool that we use, email will become your second most important channel!   1. Segment your subscribers Segmentation is the top initiatives list this year. Do you know why it is so high? It's because when you segment your database, your email campaigns become much more targeted to your audience. Let’s take a look at an example: You're hosting a networking event for small business owners located within a 20 mile radius. How can you expect to get the best turn out for your event? The answer is to segmenent. The best way to get business owners to turn up to your event would be to create a segment of people who list themselves as a small business owner that lives within 20 miles of your event and then send them an invite by email. How annoying is it to receive an email that invites you to an event that is located on the other side of the world? The segmentation results include increased performance in: If you segment your lists, you get better open rates, revenue, leads, transactions and more customers. And according to research from Campaign Monitor, segmented email campaigns lead to a 760% increase in company revenue. Another benefit is that segmentation goes hand in hand with GDPR and email marketing. does it really work? Yes! Here's an example from our own email marketing campaigns: We recently sent out two email marketing campaigns. Both campaigns had the same subject line and the same content. The first campaign was sent to our non-segmented email list, while the second was sent to our segmented list (segmented by interest). The first non-segmented email earned an impressive 42 % open rate and a 4.5% click-through rate. However, the segmented email campaign earned a 94% open rate and a 38% click-through rate!  it’s pretty valuable, wouldn’t you? And that's why so many marketers' are segmenting their emails, right? Wrong. As 9 out of 10 email marketers' do not segment their database. So, here are a few examples for you to get started with segmentation: Segment by industry: Do you offer services and products to businesses or consumers? Knowing the industry of your subscribers is a great way to segment your email campaigns. For example, a business that sells car parts would engage at a much higher rate if they receive email campaigns on car products, compared to a business that sells software. Segment by company size: Also known as account-based marketing, segmenting email campaigns by company size or annual revenue is a great way to increase response rates. A small business that employs 5 people is not likely ready for the biggest industry conference of the year, whereas a business that employs 750 people might be a better fit. Segment by sales cycle: Early stage buyers will not be ready for an aggressive sales pitch or one-to-one demo but, they will be more appreciative to receive an industry research white paper. On the other end of the cycle, buyers who are ready to buy will respond well to product webinars or free trial offers.   Spend time creating great subject lines In email marketing, the subject line plays a crucial role. Here's why it's so important: Surprisingly, 69% of people determine if an email is spam just by glancing at the subject line. Much like how segmenting your email list improves the precision and effectiveness of your campaigns, your email's subject line is the first thing recipients see. It's your initial opportunity to capture their attention. Create subject lines that pique curiosity, offer value, or generate excitement. Pro Tip: Avoid using spammy or clickbait subject lines, as they can lead to a surge in unsubscribes and damage your sender reputation. Send your emails at the right time Another tip is to think about when you send your emails.  Why? Because people check their emails at different times.  Study your subscribers' habits, including time zones, to figure out when to send your emails. A/B testing can also show you the best times to reach your particular audience. For example, consider Tuesdays as the day in which you sent out most of your emails.  Sending emails on Tuesdays and Wednesdays, especially from 10-11 am, often yields the best results. Most emails (about 53%) are opened between 9 am and 5 pm, except during lunch. Surprisingly, emails sent from 4:00 am to 8:00 am see a strong 33% transaction rate Conclusion Email marketing continues to deliver results. But email marketing has evolved. It's no longer as simple as sending the same email to all. It's time to update your email marketing strategy. Now, you need to send targeted messages. Messages that are personalized, and optimized for multiple devices. You also need to test new elements. Trends change quickly, and what worked 12 months ago may not be successful today. Be open to testing. And when you understand what works, find ways to automate it through triggered emails. Be sure to create great subject lines and send your emails at the right time.  If you implement these tactics into your email marketing strategy your customers will be more responsive, your campaign performance will improve and your business will continue to grow. Larson & Associates We Make Good Businesses Great and Great Businesses Even Better Larson & Associates 3475 Steeplechase Way    Suite 101 Grayslake IL 60030 847-991-1294