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November 2005
Welcome to the Brigham Scully Newsletter 
We Canít Help RepeatingÖThe Ebbinghaus Curve and the Law of Forgetting

Half of what we learn in any single day we forget 24 hours laterÖthatís the Law of Forgetting. Ninety percent of what we learn is forgotten in a month. A plot of forgetting is called the Ebbinghaus Curve and it was drilled into us in Journalism School.

The Law of Forgetting is why you need frequent communications. Itís why people who tried a press release once or running an ad once or doing a mailing once were unsuccessful. Nobody remembers who you are or what you do by hearing from or about you only once.

We tell people to think of how they teach a nursery rhyme. They repeat, repeat and repeat again. Thatís how successful marketing communications works as well.


Trade Show Marketing

Trade shows are a great way to see lots of prospects at once. To get the most booth traffic, here are the basics. However, for real success, they are just the beginnings.

  • Promote your audience ahead of time - Give people reasons to come to your booth. Shows often offer mailing lists of past attendees at a reasonable cost.
  • Train your booth staff to help people. They aren't just there to give away pens. Be sure the staff is informed on the key benefits of your product/service.
  • Actively greet people who are walking by to engage them. If a passerby isn't a direct prospect, they may know someone who is.
  • Use good booth signs that say what you do and include your name.
  • Follow-up after the show.

For more tips, call us. We just put together a full show marketing campaign for a client and could do the same
for you or your referral.


Kudos to Us (unabashedly passed on)
"I wish more firms would follow your example of posting high-resolution photos on an easily accessible Web site.
This works out great for editors on our staff."

Kris Atwater, Managing Editor, Government Product News
We hope you have found this newsletter to be informative.  If there are others you know that would like to receive
this email, please feel free to forward us that information or call us at (818) 716-9021!
Copyright (c) 2005 Brigham Scully