how to market a digital marketplace by balluun

How to Market your Digital Marketplace

Balluun Partner Marketing Recommendations

Larry Chao Vice President of Marketing

2/6/15

•  Congratulations on your new digital marketplace and welcome to the Balluun family! – Now that you have created and launched

your own marketplace, this guide would like to share some of our experiences and best practices as to how you can drive awareness, education, and activation of your trade show exhibitors and attendees on to the platform.

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How to Market your Digital Marketplace

•  This document will walk you through three types of marketing campaigns that will be key to launch and drive success on your platform: – Website – E-mail – Content


Agenda

How to Market your Digital Marketplace   Website   E-Mail   Content

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•  Your existing trade show landing page is an important gateway to the digital marketplace.

•  Balluun recommends several additions to your current website: –  “Sign In” button for the digital marketplace –  “About” page which describes what the digital

marketplace is –  “Details” page which describes the features,

benefits, and pricing for the digital marketplace – Banner“ and/or “Footer” to link to the digital

marketplace and resources


Website

•  Your existing trade show landing page is an important gateway to the digital marketplace.

•  Having a prominent sign-in button allows them to only remember one site/URL and enhance their experience on your website


Website: “Sign-In” button

•  Your About page should overview what your digital marketplace is and how it benefits users.

•  Key messages to include the fact that a digital marketplace provide social networking, product marketplace, and e-commerce capabilities and that it is available to users any time, any where.

•  This is also a key place for you to insert the keywords about your industry to drive traffic from an SEO/SEM perspective.


Website: “About” page

<Your digital marketplace> is a new and innovative service for <your industry> which enables registered exhibitors and attendees of <your trade show> to connect and conduct business online before, during, and after the event. This digital marketplace allows exhibitors to create a virtual showroom that includes their company profile, contact information, and product catalog, including product descriptions, images, prices, and availability. Attendees can discover, browse, or search these virtual showrooms from a desktop computer or mobile device to follow companies, like their product offerings, and place purchase orders year-round. <Your digital marketplace> enhances and extend the trade show experience for <your industry> with 24/7/365 access. <Your digital marketplace> is brought to you by <your operator name> and Balluun, a global leader in business-to-business SaaS technology.


Website: sample “About” text

•  Your Details page should provide specifics on the package pricing, marketplace features and benefits

•  Package Pricing: –  Include details of features and

monthly subscription cost for each of the different packages offered (e.g., community, marketplace, commerce)

•  Benefits to highlight for exhibitors include: –  Build a new business channel –  Open new customer touch points –  Find new customers –  Increase market exposure –  Transact digitally and gain insight on

business

•  Benefits to highlight for attendees include: –  Enhance their trade show experience –  Follow trends all year round –  Consolidate resources for easier discovery –  Communicate with sellers 24/7 –  Transact digitally and simplify the wholesale

purchasing process


Website: “Details” page

•  Having a prominent Banner on your home page will let them know drive awareness of the digital marketplace

•  A Powered by Balluun footer is a good way to let users know that this is a property verified and powered by Balluun.


Website: Banner/Footer

•  Leverage your existing user base and traffic and build connections to your digital marketplace from your home page rather than create a separate property.

•  Build in the relevant keywords for your industry and trade show into the about page to help optimize search engine traffic.


Considerations


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•  E-mail marketing is a very important piece of a marketing campaign to market to and activate users.

•  Before marketing campaigns can begin, it is important for the trade show to have their user registration list in place. The purpose of the campaign is to activate registered exhibitors and attendees for the physical trade show to the digital marketplace.

•  There should be e-mail campaigns sent before, during, and after the show to the user list.


E-Mail

•  Welcome e-mail to all trade show exhibitors and attendees*

•  Tips to get started on the digital marketplace before the show

•  Reminders immediately before the show •  Suggested actions each day of the show •  Post-show wrap up e-mail

* included for free by Balluun


Suggested E-Mail Campaign


Example E-Mail Templates

•  As part of your license fee, Balluun will include basic e-mail services for free. This will include a “Welcome” e-mail to all the users from your registration list.

•  Balluun’s marketing team can also provide the premium e-mail services to take care of the campaign for you at an additional fee.


Balluun E-Mail Marketing Services

•  Use a reputable e-mail service provider with high deliverability – Choose a plan which can allow you to

affordably deliver the volume required (this can easily be 5-10 times your database size in a given month)

•  Include a call-to-action in your e-mails •  Make sure to include your address and

opt-out options in your e-mail


Considerations


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•  Compelling multimedia content is a concise and effective way to communicate your digital marketplace. To begin with, we would suggest doing two things: 1.  An introductory video to your marketplace 2.  A webinar where you can walk users

through your marketplace


Content

•  A marketing video is a very effective and concise way to describe your offering

•  Balluun recommends creating two videos on your platform –  A <5 minute overview video –  And a ~1 minute teaser video

•  The marketing video should introduce the platform in the teaser and also speak to the features and benefits to users in the overview

•  Balluun has worked with several agencies and can refer our preferred partners


Content: Video

ShopToyFair365 https://www.youtube.com/watch?v=uOVNpDQx-yg

ShopTheFloorhttps://www.youtube.com/watch?v=n9A974QeTzU

Balluun 365 Overview https://www.youtube.com/watch?v=t5GcMWOGJpI

Balluun 365 Teaser https://www.youtube.com/watch?v=MtUQhTksl_8


Content: Sample Marketing Videos

•  Webinars are useful for both marketing activation but also for your customer success.

•  Balluun recommends doing two webinar sessions, one geared towards exhibitors/sellers and one geared towards attendees/buyers.

•  Balluun’s customer success team can help our trade show partners with a marketplace overview presentation geared towards exhibitors usage of the platform but the trade show operator should look at doing additional sessions.

•  The webinar should also be recorded for future replays.

•  Example webinar: –  ShopToyFair365 Training for Toy Fair

https://www.youtube.com/watch?v=dXub-vr0L2M

•  Platforms you can use for webinars: –  GoToMeeting/GoToWebinar –  BrightTALK –  ReadyTalk –  On24


Content: Webinar

•  Quality video production work will likely require the use of a third-party agency and can cost up to $10,000-$20,000 per project.

•  There are a range of webinar service providers that can be considered and should be evaluated based on their capability to share just static slides or live screen sharing, key for product demonstration.

•  Once your videos or webinars have been produced, upload them to YouTube for replay and reuse and promote on social media.


Considerations

•  Over time, as your digital marketplace grows, we would suggest adding more resources on your website and other channels, including: –  eBooks –  Case studies and testimonials –  Product demonstration videos –  Product brochures

•  Also look at how to use social channels, including Twitter, Facebook, LinkedIn to promote your new marketplace and content

•  For more ideas, please refer to http://www.balluun.com/resources


Other Content

•  For more information or support, please contact Larry Chao, Vice President of Marketing for Balluun, at:

– E-mail: [email protected] – Phone: +1-877-280-7222 – Social:

•  Twitter: @Balluun •  Facebook: balluunmarketplace •  LinkedIn: balluun-inc •  Google Plus: +Balluun •  YouTube: balluuninc

– Web: http://www.balluun.com/resources

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Balluun Marketing Team

Digital Marketplaces for Trade Shows

www.balluun.com/resources

2/6/15

how to market a digital marketplace by balluun

Technology

new digital marketplace

product marketplace

marketplace features

details page

business benets

landing page

current website

benets users