Good old boy networks

OK, the old ways do have a place. But do they?

Loyalty and dedication are one thing. Blindness relating to either is quite another.

A recent experience with a client and an incumbent supplier brought this to light. Just because there is an incumbent, doesn't mean they are the best fit. And from the supplier side, we think about this daily. Yes, choose your suppliers because they are loyal, provide the service when you ask, you like the contact person, and they've been with you since day one and know you and your business real well. However, in today's environment, both suppliers and buyers must be looking for or provide the best value for the effort. In recent times this has been referred to as "value-added" service.

Do you provide value-added service? Are you getting value-added service?

If the selection of a supplier is the responsibility of one of your direct reports, let them make the decision on who to choose. Chances are, your colleague has a great sense of what is needed from the supplier and best for the task at hand.

From a supplier standpoint, do you review your services on a regular basis with your clients? Are you evolving to support their changing markets and needs?

Having old, good friends as suppliers has its place, but we must be judicious, but polite.

TTSG

Squeezing a memory out of a show

Snakes and snails and puppy dog tails....chances are somebody has made them into a foam stress item at one point in the trade show world. In an effort to reach out to trade show and event attendees, many exhibiting companies are resorting to the old squeeze play. OK, so I've overdone the analogies. The truth is the world of foam stress balls has grown beyond stress balls. And some of the participants are using the little foam guys in an integrated fashion and to great advantage.

At the recent NACS show I saw a variety of things in this category: foam giraffes, cars, sumo wrestlers, gasoline storage tanks (really), footballs and wrist bands. Anything that you could want in a foam shape, you could have to take home. In fact, one of my colleagues said he's been collecting these things are several years and has hundreds of them.

The best example of an integrated use of a foam figure was Quantum Services. While most exhibitors come up with a foam thingee at the last minute or as a gag, Rachel Bernhardt and the crew at Quantum build their exhibit marketing image around the giraffe icon.

Quantum (www.quantum-services.com) provides audit services to the convenience store industry. Their booth graphics rely on the giraffe icon and they've tied advance show mailings to an offer of a free giraffe when they arrive at the show. They've also used the spotted long-neck fellow in other media to attract attention. It's more than just a squeeze toy: it's a memory and a conversation starter.

Lesson Learned: use foam squeezers in an integrated way to attract attention, start conversations and be a reminder later.

TTSG

*thanks to Rachell Bernhardt and Quantum Services