How To Create A Customer Appreciation Event

Customer appreciation events are more than just a nice gesture; they are a strategic tool for businesses to deepen relationships, foster loyalty, and create new opportunities. This article, based on a comprehensive video guide, provides you with a step-by-step process to create a memorable customer appreciation event. We’ll delve into the reasons why these events are crucial, and provide you with a practical roadmap to create your own.

With a staggering 69% of customers leaving businesses due to perceived indifference, it’s clear that showing appreciation is not just a nice-to-have, but a must-have strategy. So, let’s dive into how you can create an event that not only shows your gratitude but also contributes to your business growth.

Why Create a Customer Appreciation Event

Creating a customer appreciation event is not just about saying ‘thank you’. It’s a strategic move that can significantly impact your business. The video guide highlights three main reasons why these events are important.

Firstly, a large number of customers, around 69%, leave a business due to perceived indifference. This means that customers want to feel valued and appreciated. By hosting an event dedicated to them, you’re showing that you care about their business and their loyalty. Secondly, customer appreciation events are a great way to deepen relationships. They provide an opportunity for face-to-face interaction, which can lead to stronger connections and increased loyalty. Lastly, these events can create business opportunities. They can be a platform for introducing new products or services, or for networking and forming partnerships.

Steps to Creating a Customer Appreciation Event

Creating a successful customer appreciation event requires careful planning and execution. The video guide provides a process to help you create an event that your customers will remember.

The first step is to find a suitable venue. The venue should be easily accessible and comfortable for your guests. Next, create a theme for your event. A theme can make your event more engaging and memorable. Then, identify potential partners or vendors who can contribute to your event. This could be in the form of sponsorships, collaborations, or providing services. The fourth step is to address all the senses. This means considering the ambiance, music, food, and visual elements of your event.

Once you have these elements in place, start promoting your event and get an RSVP list. This will help you manage your event better and ensure that you have a good turnout. At the event, give out merchandise that ties to the theme. This not only enhances the theme but also serves as a reminder of the event. Most importantly, make the event fun. A fun event is a memorable event. After the event, follow up with attendees. This could be a thank you note or a survey to get feedback. Lastly, track the success of the event and gather feedback. This will help you improve future events.


Creating a customer appreciation event is a strategic move that can significantly impact your business. It’s a way to show your customers that you value them, deepen relationships, and create business opportunities. However, the success of the event depends on careful planning and execution.

Remember to track the success of the event and gather feedback. This will help you understand what worked and what didn’t, and how you can improve future events. With careful planning and execution, a customer appreciation event can be a powerful tool for your business.

You can find all of the content we create on our blog page here.  And if you want to create a marketing campaign that truly Hits The TARGET, check our FREE TARGET Marketing Playbook here.

Lessons from DMJ: Frank Husmann on Becoming the Authority in your Niche

Delivering Marketing Joy is an award-winning interview show that helps marketers level up.  Each week, Kirby Hasseman interviews the best and brightest minds in marketing to help you level up.  This time on Lessons from DMJ, Kirby talks with Frank Husmann about becoming the authority in your niche.  Watch now!

In this insightful video interview, Kirby talks to Frank Husmann, the founder of Maxiality. Frank shared his expertise on authority marketing, particularly for B2B companies. The conversation was a deep dive into the intricacies of becoming an authority in your niche, a feat that is not easily achieved but can be incredibly rewarding. The discussion touched on various aspects of authority marketing, from understanding what it entails to starting a successful campaign and avoiding common pitfalls.

Frank also highlighted the importance of demand generation in B2B marketing, explaining how it differs from lead generation and why it’s more effective in the modern B2B landscape. He also shared some practical tips on creating a pleasant buying journey for potential customers. Finally, he offered some advice on authority marketing and shared where viewers can find more information about him and his work.

What is Authority Marketing?

Authority marketing is a strategic approach that involves showcasing your expertise in a particular niche to establish yourself as an authority. This process is not a one-time event but a continuous effort that requires consistency and dedication. By consistently demonstrating your knowledge and skills, you gradually build credibility and trust with your audience, positioning yourself as the go-to expert in your field.

Frank emphasized that the key to successful authority marketing lies in identifying the main topics you want to be known for and creating content around them. This content can take various forms, including podcasts, YouTube videos, blog articles, and email newsletters. The goal is to consistently show your expertise over time, which will help establish your authority in your niche.

Starting an Authority Marketing Campaign

Starting an authority marketing campaign requires a clear understanding of your niche and the main topics you want to be known for. Once you’ve identified these topics, the next step is to create content around them. This content should be informative, engaging, and valuable to your audience. It should demonstrate your expertise and provide solutions to the problems your audience is facing.

Frank suggested using various content formats to reach a wider audience. These can include podcasts, YouTube videos, blog articles, and email newsletters. Consistency is key in authority marketing. By regularly producing high-quality content, you can gradually establish your authority in your niche and become the go-to expert for your audience.

Common Pitfalls in Authority Marketing

While authority marketing can be highly effective, there are common pitfalls that marketers should avoid. One of these is being too salesy. While it’s important to promote your products or services, your primary focus should be on addressing the questions and problems of your prospects. By providing valuable solutions, you can build trust and credibility with your audience.

Another common pitfall is focusing too much on personal stories at the expense of showcasing your expertise. While personal stories can help humanize your brand and build a connection with your audience, they should not overshadow your expertise. Instead, they should be tied to your expertise and used to reinforce your authority in your niche.

Demand Generation in B2B Marketing

Demand generation is a crucial aspect of B2B marketing. Unlike lead generation, which focuses on generating leads, demand generation focuses on creating demand for your products or services. This involves targeting the 97% of people who are not yet in the market for your products or services.

Frank suggested using various channels to showcase your expertise and create demand. These can include YouTube, LinkedIn, and articles. He also recommended using tactics like LinkedIn ads and LinkedIn Live to reach a wider audience and generate demand. By focusing on demand generation, you can position yourself as a top choice when your prospects are ready to make a purchase.

Lead Generation vs. Demand Generation

While lead generation and demand generation are both important aspects of B2B marketing, Frank argued that demand generation is more effective in the modern B2B landscape. Lead generation focuses on generating leads, while demand generation focuses on creating demand for your products or services and being on the shortlist of potential customers.

By focusing on demand generation, you can target the 97% of people who are not yet in the market for your products or services. This allows you to build awareness and credibility with a wider audience, increasing the chances of being considered when they are ready to make a purchase.

Creating a Pleasant Buying Journey

Creating a pleasant buying journey is crucial for attracting and retaining customers. This involves providing clear and transparent pricing information on your website and making it easy for prospects to get in touch and qualify themselves. By making the buying process as smooth and straightforward as possible, you can improve customer satisfaction and increase the chances of repeat business.

Frank also suggested automating processes and using forms or API calls to gather information about prospects. This can help streamline the buying process and provide valuable insights into your customer’s needs and preferences, allowing you to tailor your offerings accordingly.


In conclusion, the video interview with Frank Husmann provided valuable insights into authority marketing for B2B companies. From understanding what authority marketing is and how to start a successful campaign, to avoiding common pitfalls and understanding the importance of demand generation, the discussion covered a wide range of topics. Frank also shared some practical tips on creating a pleasant buying journey and offered advice on authority marketing. For those interested in learning more, Frank can be found at, where he offers a free video training on authority marketing.

You can find all of the content we create on our blog page here.  And if you want to create a marketing campaign that truly Hits The TARGET, check our FREE TARGET Marketing Playbook here.

4 Reasons NOT To Buy BAD Merch

“Friends Don’t Let Friends Buy Bad Merch!”

Branded Merchandise, or ‘merch’ as it’s commonly referred to, is a crucial aspect of any organization or personal brand. It serves as a tangible representation of the brand, often acting as a physical reminder of a brand’s values, image, and identity. However, not all merch is created equal. In this video and blog, we discuss the importance of avoiding bad merch and the detrimental effects it can have on your brand. It’s not just about saving a few bucks, it’s about preserving the integrity of your brand, respecting the environment, and making a smart investment.

It’s essential to understand that cheap and inexpensive are not synonymous when it comes to merch. The quality of the merch can significantly impact the brand’s image and reputation. Furthermore, bad merch is not only harmful to the brand but also to the environment. It contributes to landfill waste and promotes a culture of disposability. Lastly, bad branded merch is a bad investment. It does not leave a lasting impression and may not even be used by the recipients. In this article, we delve into these points in detail, providing you with four compelling reasons not to buy bad merch.

Cheap vs. Inexpensive Merch

When it comes to branded merch, there’s a significant distinction between cheap and inexpensive. Cheap merch often lacks quality and durability, leading to a poor representation of your brand. On the other hand, inexpensive merch can still be of high quality. For instance, a high-quality lip balm can be an inexpensive yet effective piece of merch. It’s essential to strike a balance between cost and quality when choosing your merch.

Investing in cheap merch may seem like a cost-effective strategy in the short term. However, the long-term effects can be detrimental to your brand. Cheap merch often breaks easily, doesn’t function properly, or wears out quickly, leading to a negative impression of your brand. On the other hand, inexpensive, high-quality merch can leave a positive, lasting impression, enhancing your brand’s image and reputation.

Bad Merch is Bad for the Brand

Branded Merch is a physical representation of your brand. It’s a tangible extension of your brand’s values, image, and identity. Therefore, bad merch can significantly harm your brand. It’s crucial to choose merch that aligns with your brand’s values and image. If the merch contradicts these, it can be detrimental to your brand’s reputation.

Imagine handing out pens that don’t write or t-shirts that fade after a few washes. This not only frustrates the recipient but also reflects poorly on your brand. It sends a message that your brand doesn’t value quality or customer satisfaction. Therefore, it’s crucial to invest in high-quality merch that accurately represents your brand and resonates with your target audience.

Bad Merch is Bad for the Earth

Bad merch isn’t just bad for your brand; it’s also bad for the environment. Cheap, low-quality merch often ends up in the trash after a short period of use, contributing to landfill waste. This not only harms the environment but also reflects poorly on your brand’s commitment to sustainability.

Choosing sustainable and reusable merch is a better option. Not only does it show your brand’s commitment to the environment, but it also provides a lasting, useful product for the recipient. For instance, a reusable shopping bag or a stainless steel water bottle can be a great piece of merch that aligns with your brand’s sustainability values and provides value to the recipient.

Bad Merch is a Bad Investment

Investing in bad merch is like throwing money down the drain. It doesn’t leave a lasting impression, and it may not even be used by the recipient. The perceived value of the merch is crucial for its usage and impact. If the merch falls apart or doesn’t function properly, it’s likely to be discarded, wasting your investment.

On the other hand, investing in high-quality, useful branded merch can have a significant return on investment. It can enhance your brand’s image, increase customer loyalty, and even generate new business. Therefore, it’s crucial to consider the quality and functionality of the merch before making an investment.


Choosing the right branded merch is crucial for any brand. It’s not just about the cost; it’s about the quality, the impact on the environment, and the return on investment. It’s important to choose merch that aligns with your brand’s values and image. Consider your target audience and what would bring them joy and lasting use. A well-thought-out merch strategy can significantly enhance your brand’s image and reputation, leading to increased customer loyalty and business growth.

So, before you make your next merch purchase, remember these four reasons not to buy bad merch. Invest in quality, align with your brand values, consider the environment, and make a smart investment. Your brand, your customers, and the earth will thank you.

As always, we want to provide you with value.  So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.

37 Game-Changing Books for Business

I love blogs, podcasts, and videos.  Each of these has the chance to inspire me and lift me up.  I have created time in my morning routine to put some good into my brain each day…and these are often my tools of choice.  But if I really want to take a deep dive into a topic, I still am inspired by books.  Whether I read a physical book or simply take a walk with the author (in audio form), books help me grow (and level up).

Over the course of the last 10 years, I have had the chance to read hundreds of books.  Some have been forgettable.  Others have been what I needed to hear at the moment.  But here is a list of 37 Game-Changing Books for Business that have impacted me.  I wanted to share them with you.

I originally wrote this list in 2021.  So I updated this list again to add a few new favorites!

The E-Myth Revisited

This is one of the best business books ever.  I have bought countless copies and have recommended it more times than I can remember.  I have probably read it 10 different times and have found myself in a different place on the journey each time.  If you are in business or want to start a business, this is awesome.

Profit First

When I first listened to Profit-First, I thought author Mike Michaelowicx was following me around.  It spoke to the challenges I was having in my business’s cash flow right then.  We tentatively adopted the philosophy and have not looked back.  It’s been a game-changer for us.  Mike’s goal is to “eliminate entrepreneurial poverty,” and for many in business, that is a real thing.  Love this book.

Start with Why

You know a book is powerful when it becomes something that everyone else repeats.  It seems every business leader discusses the need to find your WHY now.  Sinek created the conversation and it is an important one in today’s business world.

Leaders Eat Last

I think each one of Sinek’s books has gotten stronger. And while I really enjoyed “Start with Why,” I thought “Leaders Eat Last” was even better.  Sinek goes into what makes a great leader and even the biological reasons for it.  Powerful information…and super interesting too!

Infinite Game

As you might expect, this is my favorite of Simon Sinek’s books.  He explains the difference between a finite game and an infinite game and why it matters so much to know what kind of game you are playing.  For me, it crystallized the idea of playing a “long game” in business.  It’s what I have long believed and discussed, but Sinek does it in a much more articulate way than me!

The Thank You Economy

I love Gary Vaynerchuk.  I am a fan.  But while I love his content, his energy, his speaking, and his philosophy, I don’t always LOVE his books.  But The Thank You Economy was different.  Gary talks about using social media to create appreciation, value, and connection at scale.  Loved this one.

Pumpkin Plan

This is the second Mike Michaelowicz book on the list.  I am a fan of Mike’s work and this is a powerful one about differentiation.  He says “The Riches are in the Niches” and explains how to find your niche and grow into it.  He even spends a bit of time explaining how to “fire a client” which just seems so hard for some entrepreneurs.  The Pumpkin Plan is worth harvesting.

Purple Cow

I am an unapologetic fan of Seth Godin.  He is a thought leader in business and marketing.  And he has the ability to say things in a way that is simple, yet powerful.  “If you want to be remarkable, you have to do something worth remarketing about.”  Read this one if you want to stand out in a crowded marketplace.

The Dip

While this is probably not Godin’s most famous book, it is the one I find myself quoting the most often.  It’s short and powerful.  When you start something new, you will be learning fast and your improvements will be fast.  Then, that will excitement and progress will slow down.  It will not be as exciting.  This is the Dip…and it’s when most people quit.  Get through the Dip…and you become the expert.

The Practice

His most recent book (as I type this), The Practice is a powerful reminder about how we get better at anything.  If you want to build a career, a business, your fitness, content, or a life…creating a Practice will help you do it.

Ultimate Selling Machine

If you are an entrepreneur or are in sales (and we are all in sales), this book is powerful.  There are strategies for everything from creating a sales process to building real relationships.  Love this one.

High Trust Selling

I read this one a long time ago, and it was one of the first books that changed my business.  Duncan’s observation is that 80% of our results in sales come from 20% of activities.  But as salespeople, we tend to focus on the wrong part of the business.  We need to hire out the 80% that does not make us money.

The 5-Second Rule

File this under “simple but powerful.”  Mel Robbins gives you a 5, 4, 3, 2, 1 solution for procrastination.  Along the way, she gives powerful insights into performance and life.  Oh…and this is a great audiobook if you enjoy those.


Jon Acuff is a great writer and speaker.  His sense of humor helps me get lessons I might otherwise miss.  While I love his book Start (Punch Fear in the Face), the book Finish was more powerful for me.  I have never had problems starting things…but finishing?  Squirrel!  He gives some great tips on getting your project to the finish line.

7 Habits of Highly Effective People

I talk about this book as a foundational book for anything.  I find myself referencing it years later.  If you have read it.  Read it again.

The Goal

got this book recently at the recommendation from a friend.  It’s a great look at how to improve a bottleneck and flies in the face of traditional manufacturing policy.


Want to build your personal brand?  I really enjoyed this book from Mark Schaeffer on how to make it happen.  In this book, he outlines the 5 steps you need to take to build your brand and become Known.

Building Your Storybrand

Donald Miller wrote this gem that outlines why most companies get their marketing wrong.  It was a real “a-ha” moment for me and shined a light on why sometimes messages work and sometimes they don’t.  Who is your marketing making “the hero of the story?”  Most of us make ourselves the hero.  The customer needs to be the hero.  Miller explains why in this wonderful book.

Marketing Made Simple

Now that you understand that the customer needs to be the hero of your marketing story, Marketing Made Simple digs into the tactics of how to make that happen.  This book outlines a step-by-step process to create a marketing machine that works for your business.

Dare To Lead

Most of us are afraid to put ourselves out there.  We don’t want to be completely authentic because it doesn’t feel like “what a strong leader would do.”  Brene Brown breaks down those myths and challenges us to lean into them.  I feel like this book made me a better leader by making me a better person.

Extreme Ownership

And speaking of leadership, it’s hard to learn from better teachers than Jocko Willink and Leif Babin.  These two team up to give amazing lessons in leadership combined with stories from leading teams in combat.  Oh…and if something is going wrong in your company, or division, or family…you should take extreme ownership.  Good one here.

Meditation for Fidgety Skeptics

Everywhere I looked, I saw people telling me I needed to meditate.  But I didn’t know how.  I felt like I was doing it wrong.  It felt strange and weird.  This book breaks down some of those myths and gives you permission to get started with “just one minute” if that’s what you need to do.  This is a good introduction for someone that feels they might need meditation in your life…but does not know where to start.

The Subtle Art of Not Giving a F*ck

If you are offended by strong language, this book is not for you.  However, if you can get past that, there is a zen-like quality to much of this book that really connected with me.  One of my favorite lessons, which I talk about here, is the idea that successful people are willing to “suffer through” things to get to what they want.  Not everything will be easy.  If you want to reach your goal, you need to decide what you are willing to suffer through.


This book is sort of the bible for Agile productivity.  We read it as a team.  If you want to get more done as a team, this book is a must-read.  Can you break down tasks into small enough pieces so that every member of the team can help?  You probably can…and SCRUM lines up how.

4 Disciplines of Execution

Let me see if you have been there.  We come back from a conference (or read a book) and want to implement a great idea.  We start strong, but then the “whirlwind” of business and life gets in the way.  The 4 Disciplines breaks down how to identify the Wildly Important Goal, and create a process to make improvements with your team.

Epic Content Marketing

If you want to do content marketing “right,” this is your manual.  Joe Pulizzi talks about the start of his company and how creating compelling content (for the customer) works.  He shows you how to create an audience and story-tell in a way that will build your brand.  Loved this one.

Hug Your Haters

So you have created a social media following that is worth having.  What do you do when “the haters” show up?  Jay Baer says you need to “Hug Your Haters” in this book about dealing with tough comments on social.  Jay gives the playbook on what to do when complaints happen (and they will).  Most of us want to ignore the comments so they go away.  Jay explains why that is the wrong play…and how doing it right can change haters into fans!

Never Split the Difference

Life is a negotiation.  If you are in business, you already know this.  In this powerful book, Chris Voss takes us inside some amazing stories from a hostage negotiator…and how many of them can apply to you.

Living With a Seal

This is a fun one.  Jesse Itzler tells the story of how he invited the “toughest man on the planet” David Goggins to live with him for a month and train him.  When I listened to this, no one knew who David Goggins was…but it all makes sense now.  While there are some sincere lessons here about how far we (as humans) can go, this one was fun.

The Power of One More

If you have followed me over the past few years, I talk a lot about Ed Mylett.  His book The Power of One More is a great personal development read.  If you want to level up in any area of your life, Mylett gives you the tools to do that.  And I love the way he frames so many of these important topics.


Jon Acuff is funny and insightful…and this is probably my favorite book from him.  Here Jon talks about the voice that we hear all of the time in our heads…our own.  Most of us can be our own worst enemies, and he gives us permission to push back on that voice…and tools to do just that.  Totally worth a read or a listen.

Buy Back Your Time

Most of the entrepreneurs I know struggle with two things…cash and time.  While this book doesn’t give you any cash, it does give you lots of tactics on how to better use your time in order to grow.

$100 Million Offers

Alex Hermozi doesn’t need any recommendations from me…but he is going to get it anyway!  This book $100 Million Offers, and his follow-up $100 Million Leads, are must-reads if you want to grow your business.  And if you are not following him on social media already, you really should check him out!


I read this a long time ago…but I didn’t implement it.  I went back to re-read after so many people I respect mentioned the book.  We have worked to implement the tactics at Hasseman Marketing, and now I understand the appeal.

The 6 Types of Working Genius

Sometimes you read a book and it changes the way you look at your team.  This was one of those books for me.  I love the concept of how there are 6 types of work in each project.  Then Patrick Lencioni explains how to increase efficiency and avoid burnout by putting people (and yourself) in your area of genius as much as possible.

12 Months To $1 Million

If you want to start a business, I think this is a great place to start.  There are concepts here that will help you get started off right…and great reminders for those who have been doing this for a while.  Great book!


This is my one selfish plug, but if you are struggling with your marketing, I really think this can help.  Hit The TARGET is my latest book, written as a parable, that helps you identify your perfect customer and grow your business with them.

So there you have it!  This is my updated list of 37 Game-Changing Books for Business.

As always, we want to provide you with value.  So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.

10 Tips For Trade Show Success

For many organizations, trade shows are a tool in the marketing toolbox.  And, if you pick one that serves your perfect customers, it can be a great investment.  But make no mistake…it is an investment.  It certainly costs money.  But it’s also the investment of time.  So if you are going to make that investment, you want it to be worth it.  So here are 10 tips to ensure Trade Show Success.

Before the Trade Show

Tip #1: Get the list of registered attendees

If it is at all possible, get a list of everyone who has confirmed they are coming to the show. Though trade shows do have a lot of last-minute sign-ups, they should have a great list of attendees who are registered and ready to attend that you, as an exhibitor, can get access to before the event.

In the lead-up to the show, these registered attendees are themselves preparing for the show. If they’re smart, they’re creating a strategy for working the show themselves.

So, the first tip is to simply get that list! As a matter of fact, some of my clients do not even exhibit at trade shows if the organizers don’t provide a list of attendees, it’s that valuable to them. Now that you have the list, on to the next tip.

Tip #2: Send each attendee an email inviting them to come to your booth

Make sure this email is attractive, creative, and personal. Try to whet their appetite. What great promotional item do you have on offer? What’s your fun theme? Are you giving out free beer? Whatever it is, let them know that you want them to come and see you.

Tell attendees where your booth will be located, what’s in it for them, and why they should look for you. If you have enough lead time before the show, you can even send more than one email.

Tip #3: Send a direct mail piece which mirrors the email

This direct mail piece should match the theme of your booth. I like this direct mail piece to be either a postcard (so they don’t have to open it to see it) or a personal card. If you make this direct mail piece impactful, you’ll see returns in better attendance at your booth.

During the Trade Show

Tip #4: Send great people (and people who are familiar with your sales process.)

It’s essential that the people manning your booth know the product or service you provide, and that they are comfortable selling at the booth. Often companies just put “warm bodies” at the booth, or send people who aren’t familiar with the sales process. This detracts from the credibility of the company. So, to get the most return on your investment in the trade show, be thoughtful about who will be staffing your booth.

Tip #5: Have a theme

Let’s be honest. Trade shows can be a little … monotonous. Creating an attractive and memorable theme for your booth (ideally one that’s aligned with or somehow reinforces what makes your company unique) will make you stand out among the long rows of the Trade Show Masses. In addition, having a theme can help you plan out how to dress and what to hand out, making your trade show planning process go more smoothly (and more fun, too!)

Tip #6: Bring a great handout

With this, you want to have a plan too! Handouts, done well, can drive traffic to the booth. Great, thoughtful, and useful gifts have an impact that lasts long after the show is done. If you choose to bring the same old promotional items as everyone else, that pen with your logo in it is going to end up at the bottom of the trade show bag, and might never come out again.

It’s up to you… think about the audience, the item, and its impact. Stuck for ideas? Call a promotional consultant, who can help you think this through. (If you don’t have a promotional consultant, please let us at Hasseman Marketing know! We would love to help.)

Tip #7: Have a VIP Gift

Sometimes at a trade show, one of your current customers will stop by the booth. This is a wonderful opportunity to make a big deal about their business and to thank them with a special VIP gift.

You also might have leads that you have a connection with or who show a real interest in your product or service. This is a great time to reach below the table and get out a VIP gift.

For a current customer, you might say: “Stan, I really appreciate your business and for taking the time to stop and see me today. I am not giving this to everyone, but please take this as a small token of my appreciation.”

With a prospect, the conversation might go like this: “Janice, I think we are on the same page. I know you have a lot of folks you want to see today, but I really appreciate you taking the time to talk with me. I am not giving these to everyone, but please take this and I will follow up with you after the show.”

These VIP gifts should be something a little nicer than what you’re handing out to everyone, and you don’t need hundreds of them. Used sparingly, they leave a big impression on your special contacts and customers, making them feel like the VIP’s they are!

After the Trade Show

What’s the secret to trade show success?

It’s what happens once you get back to the office.

The fortune is in the follow-up.

Tip #8: Follow Up Quickly with Email

Truthfully, email follow-ups are really just the bare minimum, but it’s an essential step. Make sure you have a rock-solid system in place to follow up with everyone that stopped by your booth. Thank them for coming, and remind them who you are and what you do.

Trade show attendees meet a lot of people in a short period of time, so do your best to remind them of you. If you remember the conversation it would be great to reference it in the personal email you send.  Time is of the essence. The sooner after the show you follow up, the more you convey that you and your company are “on it!”

Tip #9: Follow Up with a Card

Everyone sends emails. You should send a card. It’s a really nice personal touch. Now, I understand, if you need to contact thousands of people this might not be a realistic goal. If you can’t send a card, consider at least sending a direct mail postcard. This is one more way to get across their desk and to remind them of your awesomeness. The personal card, when appropriate can REALLY make you stand out!

If the idea of writing, stamping, and sending all of those cards makes you squeamish, look into automated ways of doing it. At Hasseman Marketing, we use a system called Send Out Cards. It’s perfect for personal follow-ups like these.

Tip #10: Follow Up with a Call

You probably saw this coming. Now it’s time to call them. After going through this process, a call is a great way to make the final personal touch. It’s time to reel them in!

So there you go…these are my top 10 trade show tips to ensure success.

Depending on how many emails you send in the email steps, if you follow all my tips you will have “touched” each prospect between 7 and 12 times. Studies show it takes, on average, 7 touches before a prospect buys … so follow all 10 tips and you’ve done a complete job!

It’s not rocket science, but to make the most of your investment in a trade show you need to have a plan.

As always, we want to provide you with value.  So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.

Our Proven Process

Years ago, I read the book Traction from Geno Wickman.  While I found the book good, I did not dive into the principles.  I read the book…and moved on.  Recently though, I noticed how many of the people I admire in business talked about the book, and his “Entrepreneurial Operating System.”  The EOS is a system that helps many small businesses survive and thrive.  So I went back and re-read the book…and decided to work on implementing the tactics.

Our Proven Process

One of the concepts in the book recommends you create a “proven process” around your business.  This proven process is how you, as an organization, can create successful results for clients…regardless of which team member is working with you.  This is something that I had not taken the time to work on the first time I read the book.  But this time, I dove in and documented what we were already doing…when we were at our best.

our proven process at Hasseman Marketing


While some organizations in our industry will jump in and “sell” from the jump, that is not what we set out to do.  We need to meet with you to find out what you want to accomplish.  This is when we “discover” your budget for the project, who your perfect customer is, and what action you would like to move them toward.  While we will occasionally have some ideas right away, most of the time we leave our discovery call and go to do some “homework” for you.

Present Solutions

After the discovery call, we “go back to the lab” to work on ideas for you.  Once have a plan created, we present some solutions that we hope will be perfect for your event or promotion.  While it sometimes seems there are millions of options for marketing and branded merch (and there are), we try to curate the best solutions for you here.  We might set up a new meeting or just send over these solutions digitally.  And if none of these solutions perfectly hit the mark, tell us!  We will go back to work for you!

Implement & Deliver

Once you decide on a solution that fits your needs and your budget, it’s time for us to go to work!  Now is when we work with our partner network of suppliers to fulfill your project.  Now is the time that we send you proofs to make sure things are what you need, and we keep you up to date on how the project is coming.  When all of those boxes are checked, a box of “marketing joy” finds its way to your office!

Follow Up On Results

So how did we do?  Now is the time in the process when we need to follow up.  We know that you need to have time to execute the event or the promotion.  But once that happens, we will check in to see if the project hit the mark.  We hope so!  But either way, we want to circle back to see what we can do better next time.


And then we start the process over again.  We work hard to be proactive, but there are obviously projects that we don’t know about.  So now is the time to get together and start the discovery over again.

So that is our Proven Process.  Our goal is to help you create marketing and promotions that help to meet your goals and affect human behavior in your organization.

And as always, we want to provide you with value.  So if you want to create marketing campaigns (and appreciation gifts) that hit the TARGET, check out our TARGET marketing playbook here.