The Tomato Story Trade Show Promotion, Technology

It is a story you could study. Perhaps it’s an urban-legend form of a story, but it rings proper. It came to me through a discussion list from the Philippines. However, I suspect it has completed an entire world excursion, and you can see it. It has little to do with exchanging tv shows in step with, say. However, it has masses to do with the use of technology in changing tv show promotion.

An unemployed guy goes to attempt an activity with Microsoft as a janitor. The supervisor there arranges for an aptitude test. After the test, the manager says, “You can be hired at a revenue of $30 consistent with the day. Let me have your email copy so I can ship you a form to finish and tell you where to report for work daily.”

Taken aback, the unemployed guy states that he neither possesses a pc nor an email cope with.
The MS manager replies, “Well, then, meaning that you virtually do not exist and consequently cannot assume to be hired.”
Stunned, the man leaves. Not understanding wherein to turn and, most effectively, having $10 left, he decides to shop for a 10 lb container of tomato nutrition at the supermarket. In less than 2 hours, he sells the tomato nutrition singly at 100% earnings. Repeating the process several times greater than that day, he ends up with $ hundred. And as a result, it dawns on the man he may want to quit without difficulty making a dwelling promoting tomato nutrition. Eventually, he multiplies his earnings many folds in quite a short time.

Not long after that, he acquires a cart to transport several dozen boxes of tomato nutrition, handiest to trade it in again quickly afterward on a select-up truck. By the quiet of the second 12 months, he is the proprietor of a fleet of select-up vans. He manages a body of workers of one hundred previously unemployed human beings, all promoting tomatoes. Considering his circle of relatives destinies, he buys a few life insurances.

Calling an insurance agent, he picks an insurance policy to match his new occasions. In the quiet of the cell phone communication, the agent asks for his electronic mail copy so that he might forward the documentation.
The agent is shocked when the person replies that he has no email. “What, you do not have email? How on earth have you controlled to acquire such wealth without the Internet, electronic mail, and e-trade? Just imagine wherein you would have been by using now, in case you had been linked from the start!”

After a second’s silence, the millionaire responded – “I might be a janitor at Microsoft!”

Morals of the tale:

* The Internet, email, and e-commerce do now not want to rule your lifestyles.
* If you don’t have email, but paintings are tough … You may nonetheless become a millionaire.
* Seeing that you obtain this story thru electronic mail, you’re probably closer to becoming a janitor than you’re to becoming a millionaire.
All the morals are real. In The Millionaire Next Door and other books on workingman wealth, Dr. Thomas J. Stanley says that such wealth can be hidden in your eye, unavailable because it no longer runs with a seen crowd, shirks promoting, and is quiet in its generosity.
What must this do with trade indicates? A lot, when you have completely tech-oriented merchandising that butts up towards non-technology-orientated those who should purchase.
Each week, I acquire facts about events in conventional industries, held in traditional cities, and attended using orthodox parents – but the general public of advertising is electronic. This electronic promoting is often the excessive-stop type requiring no longer only a computer and electronic mail; but however huge bandwidth and the patience to understand retro-techno results. It’s like the kids got into the cookie jar and overdosed on sugar.

Here are TIPS to consider while making plans E-Promotion:

Not Everybody is Online. What, you assert? Impossible. Very viable, and there are multiple essential reasons to remember.
* They’re Not Corporate. Large corporate entities continually buy first and then upgrade to the newest technologies. Small agencies and frugal marketers understand that paper-and-pencil paintings just as nicely. Though slower, guide dexterity and non-public records of the Business can do the same process accurately with the man or woman. Smart agencies recognize that a recorded history is better than an older reminiscence, but no longer is everybody prepared to surrender the reins or the reign.

* They’re Not Up-To-Date. They sold a pc years ago and were given hooked up when AOL became in its early levels and are happy now. They can write a letter, get an email, send an email, and log on to the Internet when essential. They recall they now have a typewriter with a smartphone connected, and that’s all they want.

* They Don’t Care. Their commercial enterprise machine has been in place for years. The relationships have been built thru years of working together. They genuinely consider their Business built on personal friendship and honest dealings. Electronic commerce is something out-there and does not affect their Business – look at all of the online aggregate marketplaces that have crashed and burned. Does this suggest they don’t know about the Internet and e-commerce? No. It just means that they don’t care approximately it – they will do commercial enterprise the old-fashioned way.

* They Don’t Trust People. Whether it’s a circle of relatives, pals, or an outdoors counselor, there may be a fear that the phrases of expertise might not be actual. Did they buy warm shares in 1999? Of route now, not. Did they buy Microsoft in 1991? Maybe, if they read Forbes, which they, in all likelihood, do. They are more willing to believe the alternate media – although they do not sell themselves – than in popular press; more willing to talk with humans in their identical industry in any other city – non-competition – than to the neighborhood Chamber of Commerce; extra willing to inform the own family the commercial enterprise – if not own family-in-the-enterprise – than to talk to strangers at a networking occasion. These proud people do not brag; however, they exude the handiest quiet pride in their enterprise.

Got It. It’s Mine. It would help if you bought hundreds of thousands of email addresses. However, personalization and privacy problems are very vital to humans.

* Age. Though older age must be determined, numerous Gen X-Y-Zers are uncomfortable with the medium. Their hobbies lie someplace else, normally in someone-to-man or woman communications fashion, as in name at the cell telephone, They use email and IM (immediate messaging) for personal correspondence handiest, and if they do not know you, or in case you’re now not referred by way of a member of the organization, they delete you.

* It’s Business, Not Pleasure. Despite the rumor that 70% of porn websites are energetic between 9 and five weekdays, you won’t locate the non-tech person signed on. Business is a commercial enterprise, and its commercial enterprise runs during business hours.
* It’s a Pleasure, Not Business. Using an email blast? You might also pick out domestic addresses while shopping for an email listing – or SPAM – and may be deleted. Many commercial enterprise humans, a good deal to a marketer’s marvel, do now not log on for commercial enterprise functions. At the same time, at home, nor do they want their youngsters subjected to random commercial enterprise-orientated email – ergo, you’re filtered.

What’s Real? Some humans are nonetheless skittish approximately electronic mail, unsolicited mail, and websites. They do not forget to be a come-on. The era isn’t accepted as true with-worth in their minds because the people using the technology are not accepted as true with-worth. Why-

* It’s Old. Does your net website say: Last updated – April 26, 2004? You’d be amazed at websites that take a seat for weeks, months, years, and mold. My suggestion isn’t always to position a date on your website online; if you do, please keep it up-to-date. Unless refreshed and re-dated daily, your appearance is old and out-of-date. Inaccurate, outdated, or deceptive information isn’t always perceived as just a mistake by someone who isn’t always era-savvy. You are perceived as a phony and could, without a doubt, lose commercial enterprise.

* Check Your Site. When was the final time you individually checked your company website online? Is the information accurate? Can people find a cellphone variety – do they understand which to jot down? The bodily additives are essential because if people don’t experience security online, they may feel more comfortable when they have a (1) fixed address and (2) a cellphone-wide variety.

* Can’t Connect. Putting up a text page for a registration shape and asking humans to print and fax it would not reduce it. If you need an interactive hyperlink, it needs to be interactive.

The wrap-up? Make it easy for humans to find you online; make your email promotions pleasant and clean. Do not rely completely on an electronic communique for registration, special offers, and observe-up.

If they no longer use a laptop, email, etc., you will speak the old-school manner with print and phone. If they’re reluctant individuals inside the new economy, appreciate their wariness, make it quick and clean – and nonetheless talk by methods in which they are comfy.

The aim is to grow attendance, not to place barriers. So, whether you are a display organizer, promoter, or exhibitor, understanding the era and every traveler’s comfort degree is important.