Trade shows can be a very effective marketing channel for your business since they attract potential customers who are interested in your type of product or service. Whether your trade show exhibit is a large pop-up system or a small table-top display, here are some simple tips to help you stand out and get noticed.
Work with an experienced trade show display and graphics provider to develop the right presence for your business and for the show you will be attending. Williams Graphic Solutions offers a wide range of display units and accessories and has a wealth of experience in developing attention-grabbing graphics and marketing materials to display at your booth. Remember, this will be your first impression on many of the show attendees - make sure your display is professional and memorable.
Before the show, reach out to customers and prospects who may be attending the show. Invite them to visit your booth or to a reception or dinner. Use the event as an opportunity to communicate one-on-one with customers and develop new contacts.
Promote your presence at the show, before and during the event, on your website and on your social media channels.
Create a landing page or microsite on your website with images or logos from the event, map of event location and information about your products or services that are relevant to show attendees.
Make sure your display and all your materials are consistent with your company's brand and image. Use images of your product or service that visually communicate the benefit of your company quickly to passersby.
If possible, consider using either a slideshow or video that doesn't require audio. Trade show exhibit areas are usually loud and it will be difficult to hear the sound from your presentation. Use large text, video clips and compelling imagery to capture the attention of show attendees.
Have plenty of trade show giveaways, such as business cards, brochures, pens, magnets, and anything else that has your company name and/or logo on it. Most people who attend trade shows are expecting to take home some goodies. And be sure to use display racks for showing your flyers, specials, brochures, and such.
Offer a prize that in some way complements your business if possible, and appeals to anyone. Have visitors and entrants sign a guestbook, fill in a ticket, or drop their business cards into a fish bowl or gift bag.
Offer attendees a way to sign up for marketing communications from you - email newsletters, special offers, etc. Remember, the CAN-SPAM act requires people to specifically opt-in for your email newsletters, so make sure your sign up form clearly states you will be using the email addresses you collect to communicate with attendees in the future.
Contact us to learn more about maximizing your trade show investment, or to explore trade show display options.
Many organizations are going "paperless" in an effort to be more green. But paperless doesn't have to mean giving up on the printed page.
Rockstock from Williams Graphic Solutions is a "paperless paper" produced from crushed limestone. It is tear resistant, waterproof and unlike any substrate you have seen or felt. Produced without any tree pulp, and without the use of water, Rockstock is a perfect alternative for organizations who are committed to sustainability.
Rockstock is available for digital and offset print projects, comes in both cover and text weights and will give your business cards, brochures and more a unique look and feel while preserving precious natural resources.
The first rule of effective direct mail marketing is to have a clean dataset - a record of names, addresses and other contact information that is accurate. Often, we find datasets that have been compiled from multiple sources and have duplicate entries throughout the file. If the data is in a spreadsheet, like Microsoft Excel, simple sorting is sometimes enough to identify duplicate entries and remove them. But other times, like when the dataset is very large or the duplicates aren't obvious, it requires some advanced filtering techniques to clean up the dataset.
In this video from Tech Republic, Bill Detwiler shows you three advanced techniques for sorting through your spreadsheet data to identify and remove duplicates. If you have questions about how to compile your dataset for direct mail marketing, or if you need help sorting through the data you have, contact us and we'll help you "sort it out."
Your brand and visual identity is how people recognize you in the marketplace. Maintaining a consistent look and feel of your brand is critical to making sure customers recognize your product or service and feel comfortable doing business with you. To ensure your visual brand or logo is always consistent, develop-and adhere to-a written policy of graphic standards.
Large corporations and universities, for example, typically manage all marketing efforts through a central communications department to ensure the organization's brand is always consistent. But what if you are a small business? How can you make sure your brand is always on point?
Begin by engaging a graphic design firm to create your logo. In addition, request documentation of graphic standards and brand guidelines to govern the use of your visual identity. Train anyone who communicates on behalf of your organization to follow these guidelines explicitly, including the specifications for the size, color, font and dimensions of the company logo. For print communication, specifications can include what color and quality of paper the company logo will be printed on, including standard formats for flyers, newsletters, letterhead, brochures, business cards and postcards.
By standardizing the use of your brand and visual identity across all marketing channels, you present a uniform appearance that communicates effectively with all audiences and maintains a consistent image for your organization.
Communicating with your customers is a critical component of a successful marketing plan. Communicating effectively, however, can be difficult if you don't utilize the channel(s) of communication your customers prefer. While some may be happy receiving emails about new products and services, others may prefer a postcard or brochure in the mail. Some may prefer searching your website or reading your Facebook page or Twitter feed. Still others are most comfortable with a phone call or personal visit. As your business grows, it can be increasingly difficult to recognize which channels of communication your customers prefer and in what context they prefer them.
One simple way to learn how your customers want to communicate is to simply ask them with a multi-touch, multi-channel campaign. The process is pretty straight forward:
Contact your customers via email, postal mail, website or other means.
Ask the customer to specify which channel of communication they prefer.
Use the channels they specify in the future.
There are many benefits of determining a customer's preferred channel.
Improve the chances of marketing materials actually reaching your recipients
Reduce time and cost associated with ineffective methods
Enhance customer relationships
Increase the frequency of communication
Improve your return on marketing investment
Contact us to learn more about VisualHub and other ways you can use multi-channel marketing to improve your return on investment. While you're are it, let us know the channel you prefer as well.