ISE Exhibitors: Don’t Fall for This Trick

July 27, 2009

Written by Bob Snyder and published originally on rAVe Europe

Monday, 10 November 2008

You remember this one from the days of telex directories. It comes in the mail, looking very official. It seems to be your official listing in the ISE catalogue as it mentions ISE and headlines "Exhibitors Directory in the Expo-Guide." The letter (with your name and address pilfered from a previous ISE catalogue or a web site) says “The update of your pre-registered listing in our exhibitors directory is essential…” So fill in any changes in your details and send it back. Right….

Expo-Guide is not an official ISE publication. It may not even be a publication. The company behind this sleight-of-hand marketing seems to be from Mexico, but who knows? The campaign is so similar to a notorious German company and the bank named is in Spain.

You need to read the letter (not the form which people tend to grab first) before you see it is NOT affiliated with ISE. You also have to read it carefully to understand if you fill in and send back the form in the envelope provided (how kind), you will get a bill. It cautions you in the letter that the only FREE update is on-line. Except there’s no link provided and if you Google search “Expo-Guide,” you get links to other industries and other shows all complaining about these folks.

Exhibitors: Watch for an orange "EXPO GUIDE" logo. Read any form very carefully before signing. What can you do if you already filled this in, thinking it was official? Ah, thanks to the internet it is now easier for consumers to defend themselves from evil, misleading tactics.

Go STOP – ISE Exhibitors: Don’t Fall for This Trick

3 reasons why you shouldn’t use numbers in headlines

July 15, 2009

As avid LinkedIn followers, we read a lot of posts from various groups and individuals from around the business world. Like any social media service, postings in the various groups to which we belong are very much writing “in the raw” -  an un-edited stream of collective consciousness that is often rewarding and informative, but just occasionally a little annoying. One of our top bugbears is what appears to be (or maybe we just noticed it!) a growing tendency to use meaningless numbers in headlines to try and grab attention.

There is a well established school of thought in marketing that holds that numbers, and particularly odd numbers, used in headlines in some way adds credibility to the message that follows. Personally, I don’t agree. There may be cases where it is appropriate, but the more I see “5 great ways to..” or “7 reasons why…” the more it irritates me.  It’s not often I get to exercise irony in a professional capacity, so I thought it might be fun to examine why I find it irritating and thereby establish a case for not using numbers in headlines. So here goes: My 3 reasons why you shouldn’t use numbers in headlines…

1) It’s patronising. Good business writing does not dictate to its audience, it engages with them. By numbering your points in some arbitrary way, you are lecturing rather than engaging; you are implying that your reader is so dumb that they can’t perceive your points for themselves or that they have the attention span of a goldfish. Either way, it’s not a good way to win friends and influence people.

2) It’s lazy. A good headline is vital to success; you have perhaps a fraction of a second to grab a reader’s eye as it scans the page. Crafting an effective headline takes time, thought and skill – just ask any newspaper subeditor. A formulaic “5 good reasons…” headline demonstrates none of these qualities. The reader could reasonably surmise that the article that follows will be similarly vacuous and skip it.

3) It’s oh-so contrived. Business writing is not numerology; you should not split or conjoin your arguments in order to meet some arbitrary number of bullet points just because some “marketing guru” said so. Make each point clearly and well, and you’ll have no need to number them to get your arguments across. Your readers will respond much better if you treat them like intelligent people.

AJ – Find me on LinkedIn here

Instore Media and Digital Signage, POPAI Japan

July 8, 2009

From DailyDOOH

POPAI Japan are holding an ‘Instore Media and Digital Signage’ event on July 31st

The seminar will feature interesting speakers making inroads into Japan’s instore market. Sony, B2B Solutions Department will lead off the event with a speech about their Mirutokuchannel service. The service targets supermarkets and provides value added content such as sale information, recipes, news and advertising.

The second speaker is from supermarket operator Summit and will introduce Summit Vision, their instore media channel. Summit uses a combination of screen, projector and LED technology to deliver instore content to shoppers.

Lastly, advertising agency powerhouse Asatsu DK, will deliver a presentation on Promotional Media development. ADK will cover instore purchase decision making and their vision of the future of instore media.

The half day event comes with a Japanese price tag as well, USD 250 per attendee.

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