Buzzword Marketing: Macworld edition

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Josh asked me if I knew of any Sacramento area companies that are going to be at Macworld, so I was perusing the Macworld exhibitor list and found some lovely examples of small business marketing.

SmartMotion Technology says they develop "SwingSeat, the Ultimate Computer Chair. Doctor-Recommend, Reduces Back, Hip and Leg Pain." Sounded interesting, so I clicked their web link. The page has an Under construction banner on it. But there’s a link on the page to their product catalog that has a nifty video showing off their chair. Why not link directly to that?

In another effective use of web traffic from MacWorld, Starking Limited’s web link goes directly to a password protected page. Their company description isn’t too useful, either. "Starking Limited has developed a wide range of products dedicated to music fans. Products are mainly targeting iPod users, but does not exclude other Mp3 players' users either. Starking Limited has become one of the most innovative companies in the multimedia accessories' market, by developing its own designs and adding the newest technologies available. Starking Limited has the Made for iPod licence [sic]."

iStockPhoto has a good description. "iStockphoto is the only image site you need: fast, easy to use, with the best new exclusive content from around the world starting at just $1 an image. With more than 1.2 million royalty-free photographs, Vector illustrations, and video clips, iStock has the right image for every project. Join us today." Tells me exactly what they do, and what value they bring.

LapWorks has a great description for a small business. "We make lap desks & desktop stand for notebook computers that reduce heat, protect the lap and improve ergonomics. 20% to 50% discounts at our booth." As a small business, they have no brand to promote, just their product and their value. From this description, I know exactly what they do and why I should come to the booth.

iSkin makes a great product that’s the epitome of elegant simplicity. My son has one of their covers on his iPod. Their product description is a little convoluted, however. "iSkin, the preferred choice among iPod owners creates new and fashionable ways to protect the iPod without sacrificing the functionality and aesthetics of the device. iSkin makes protective devices for the iPod, MacBook and other Apple products, iSkin is committed to delivering the best protection using the most advanced technology available." How about a simple "iSkin protects your iPod without changing how it looks or works. Also available for many other Apple products."


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