Day three at the International Fastener Expo (IFE) in Las Vegas began with a reminder that marketing is more than just advertising and social media. The advice came during a Marketing Workshop hosted by Hali Gibson, Marketing and Communications Director at Threaded Fasteners and Rosa E. Hearn, Director of Product Marketing & Communications, Brighton-Best International.

Gibson and Hearn told attendees at the Mandalay Bay Convention Center that marketing includes many facets of the organization, such as the maintenance of consistent styles and un-rushed launches.

For marketing professionals working on a shoe-string budget, Hearn had a silver lining. “Restrictions and limitations are your friends,” she said. “If you have a budget, now you know your limit. Too many options may also contribute to a fear that you are doing something wrong.”

As for what to avoid, Hearn was adamant: don’t mix styles; avoid themes; avoid rushing; don’t ask for too many opinions; don’t be afraid to push back; and don’t wait to make big purchases.

And what’s the difference between branding and marketing? Marketing has a return on investment that often includes a follow, a comment, a like, or a share. “Your brand is not just your logo and website,” Gibson says. “Your brand is how people feel after interacting with every aspect of your company.”

On a day-to-day basis, Gibson encourages single-tasking, because marketing is hectic enough. “Most marketing teams operate with 80 tabs open in six different windows and no one can find out where the music is coming from,” she said. “A good marketer starts closing tabs. A great marketer knows how to organize and prioritize. Nothing is off the table.”

This is just a small snippet from the 2-hour Marketing Workshop. IFE was pleased with the positive feedback and enthusiasm from workshop registrants and is excited to introduce new topics to the 2025 agenda. Stay tuned for updates on registration and how to participate in next year’s workshops at www.fastenershows.com.