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.

1. How to Market your
Digital Marketplace
Balluun Partner
Marketing
Recommendations
Larry Chao
Vice President of Marketing
2/6/15

2. • 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.
2/6/15 www.balluun.com 2
How to Market your Digital Marketplace

3. • 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
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Agenda

4. How to Market your Digital Marketplace
Website
E-Mail
Content
42/6/15

5. • 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
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Website

6. • 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
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Website: “Sign-In” button

7. • 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.
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Website: “About” page

8. <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.
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Website: sample “About” text

9. • 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
2/6/15 www.balluun.com 9
Website: “Details” page

10. • 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.
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Website: Banner/Footer

11. • 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.
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Considerations

12. How to Market your Digital Marketplace
Website
E-Mail
Content
122/6/15

13. • 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.
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E-Mail

14. • 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
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Suggested E-Mail Campaign

15. 2/6/15 www.balluun.com 15
Example E-Mail Templates

16. • 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.
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Balluun E-Mail Marketing Services

17. • 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
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Considerations

18. How to Market your Digital Marketplace
Website
E-Mail
Content
182/6/15

19. • 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
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Content

20. • 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
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Content: Video

21. ShopToyFair365
https://www.youtube.com/watch?v=uOVNpDQx-yg
ShopTheFloor
https://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
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Content: Sample Marketing Videos

22. • 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
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Content: Webinar

23. • 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.
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Considerations

24. • 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
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Other Content

25. • For more information or support, please contact
Larry Chao, Vice President of Marketing for Balluun, at:
– E-mail: marketing@balluun.com
– 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

26. Digital Marketplaces for Trade Shows
www.balluun.com/resources
2/6/15