Tag Archives: Marketing

Why it is so important to have a back-up plan when organising events, and how to deal with problems

Now that winter is here it has reminded me how important it is to have a back-up plan. Unforeseen circumstances can affect your event causing them not to run to order.

Along with risk assessment and health and safety is always advisable to have a plan B.  So many outside circumstances can affect your event.  It is also very important to make sure whatever event you are holding that you have the right kind of insurance cover which includes cancellation.  You should also have all the details of attendee emergency contact details and a detailed process for a disaster with line of management contacts and a plan for implementation.

  • Natural Problems -Weather is a factor outside of our control, especially if organising an outdoor event, you should always have an alternative plan in case the event cannot go ahead outside.
    • Snow can affect not just transportation of delegates getting to an event; it can delay speakers or key attendees attending.  Remember to consider the date and time of year you are holding your event. How probable is weather going to affect your event by blocked roads due to snow or heavy rain causing flooding.
    • Winter time can also be a time when people tend to get colds or flu.  Have a back-up if your key speaker is unable to attend.  You may have to change to another speaker or the order of the programme.
    • Heatwave – It is lovey to have sunshine for your event but too much heat can also be dangerous.  Make sure you have plenty of cover and shade, fans or air conditioning, plenty of water for people to drink.
    • Fire can also affect a venue or area, be aware of previous history of any of these events to the venue/location.
    • Drought can cause water shortages and some areas have to reduce the availability of water.  You may need to use bottled water instead of jugs of tap water for drinking.
    • Strong winds can affect power as well as transportation to an event and if you are holding an event outside you need to make sure all power cables and marquees and free-standing temporary buildings, posts, signage, fencing etc… are anchored.

 

  • Man Made Problems – A Strike this can affect the venue, staffing, and public transportation to an event.
  • Terrorism – if travelling abroad check with government websites regarding travelling to certain countries.
  • Politics – streets being closed due to protestors, check with local authorities and police as to what is being affected.
  • Power outage – hopefully this can be temporary but always check with venue what they do in the event of this happening do they have back-up generators?
  • Fire – At venue make sure that you are aware of all emergency exits and also the drill in where to meet should this occur.
  • Health – If required have a medical team and ambulance on site.  Ill health or food poisoning, check all food standards and certification, know where the nearest Dr Surgery, hospital etc…
  • Security – make sure that you have the right level of security in place whether it is security on access or if an exhibition make sure expensive equipment is secured.

On the whole most of the time the event will run according to plan, but the better prepared you are the better the outcome should the unexpected happen.

 

Corporate reasons for having a conference

Conferences-And-Meetings

There can be many business reasons why a company should consider having a conference, and events are an important part of the marketing mix.  Listed below are some marketing reasons for holding a conference or seminar that a company or organisation may use to promote.

Reasons for a conference could be:

  • A medium for passing on information, specifically for new products and services
  • Internal communication to employees regarding internal information, such as training, boosting morale, making announcements, launch a new culture
  • Used by associations to network and educate their members
  • Yearly or quarterly way to communicate with their sales force, partners or distributors
  • A forum for discussing world issues or topical subjects

An example of benefits for the business client to attend a software companies conference or seminar

  • Excellent communication forum for the end user, ability to meet senior managers from the corporation,  to get advise, discuss business propositions, get answers straight from the software engineers, product developers
  • Ability to fast track communications to the highest level
  • Good for the client to feel that they are having an impact on the future direction of the company and its products in relation to their requirements
  • Excellent for networking and meeting other users and hearing their business experiences, share ideas, solutions to problems
  • Good for education and increasing knowledge of the products and business environment
  • The event enables the attendee to build up a picture of the quality of the company products or services

Benefits from the Companies perspective

  • One of the marketing vehicles for increasing regular communications with both current, new and potential customer
  • A platform enabling the company to know the client better and understand their business needs for the portfolio of products and services that they are developing
  • Make the customer feel that they are being listened to and giving the company first hand research into the future product direction
  • Excellent PR opportunity to made customer feel important and build on loyalty and customer relationship by sponsoring a drinks reception and dinner
  • Good opportunity to get the TPV/Resellers involved promoting the companies products and making them more involved with the clients, as well as strengthening the business alliance
  • Opportunity to increase sales of products with users through workshops demonstrations
  • Event feedback should be measured against the objectives to understand the bench mark for the next event.  All events should be reviewed and measured to see if it has been a good marketing vehicle for ROI, and how to improve on future events.

Exhibition and Tradeshow Review of ROI

Following on from the last blog on Exhibition and and Tradeshow review and follow-up where we reviewed the logistics, sales lead follow-up plus feedback and analysis.  We will now look at reviewing the original objectives to see if the ROI was achieved.

ROI (Return on Investment)

  • Review your ROI by looking at your original objectives for attending the trade show and see if they were met. If this included a sales target it may take some time before you can determine how successful the show was at generating revenue.
  • The two primary reasons for exhibition performance measurement are
  • To justify the investment.
  • To gather information to make your investment more profitable.
  • A good measurement system can help you determine whether you should continue exhibiting at a specific show, and if so to what extent. It can help you identify your exhibit program’s strengths and weaknesses. It can also provide benchmarks for comparing different shows you that have exhibited at, and measure what your exhibition return was for the current year when compared to last year’s show. You can even look at how your marketing budget spent on trade-shows compare to other sales and marketing media. If you’re going to win the game of exhibiting you must have a score keeping process.

There is a very good article by Jefferson Davis of Competitive Edge which is available on the Internet in a number of places including:

http://www.ewea.org/offshore2011/fileadmin/eow2011_documents/exhibition/9_Exhibit_Measurement_Made_Easy_How_to_Measure_Exhibiting_Results_and_Return_on_Investment.pdf

The article outlines six basic measurements that almost every company should be measuring:

  1. Return on Objectives: What specific goals were you pursuing and what progress did you make toward those goals?
  2. Exhibit Budget versus Actual: What was your total exhibiting budget and what did you actually spend?
  3. Post-show Sales Written: How many orders and what was the total value of orders written after the event? Ideally, you should measure post-show sales at the 90 and 180 day points, unless you have a very long sales cycle. Also take into consideration the frequency of the show.
  4. Quantity and Quality of Leads: How many leads did you capture? How many were A – B – C leads? What is the estimated total sales potential of the leads?
  5. Cost per Lead: What was your cost per lead? Divide total number of leads captured by total show investment to determine this number.
  6. Cost per Interaction: What did it cost you to generate a face-to face contact? To determine this number simply multiply your total lead count by 2.4. This will give you a pretty accurate method way of determining your total booth traffic. Then divide total show investment by estimated total booth traffic.

These six basic metrics are by no means all that could and should be measured, but they are a very solid starting point. They will give you a very good picture of whether you are winning the game of exhibiting.

There is one final metric that all exhibitors should attempt to measure – the elusive exhibiting Return on Investment. To determine ROI accurately you must first be able to track at-show and post-sale revenue. Once you have that, simply follow the formula below.

Here is a Return on Investment example:

Total post-show sales from exhibit leads:                250,000€

Less cost of sales or gross margin:                             -190,000€

Equals Gross Exhibit Profit                                         60,000€

Less Exhibiting Costs:                                                    20,000€

Equals Net Exhibit Profit:                                           40,000€

Net Exhibit Profit 40,000€/Exhibit Costs 20,000€ = 200% ROI

Track the trade show organisers analysis of the show number and type of attendees to check whether this might be a show you would like to continue to attend.

You now have the basis for having the analysis and justification for exhibiting and also for participating in future exhibitions.

 

Exhibition Review and Follow up part 1

Completion of an Exhibition

Your exhibition at a trade show has now finished and there are certain steps you should complete before the whole project is wrapped up.

Logistics

Hopefully the stand or pop-up, all the equipment, literature and give-aways have been carefully packed and returned to office or place of storage.

  • Check that all items have been returned.
  • Unpack boxes where literature needs to go back on the rack or in the literature cupboard.
  • Assess how many give-aways you have left and, if they will be required for your next exhibition, keep record of the number. Order replacement stocks as required.
  • Check that the pop-up has been correctly stored in its box or container and note any breakages or things that need to be fixed before next show.

Sales Lead Follow-Up

The same process should be used for both paper lead forms and leads collected from a scanner in the form of data files.

  • Review leads and grade each according to their urgency, for example as hot prospects or as courtesy follow-ups.
  • Arrange a meeting with all sales personnel and sales management regarding the leads and allocate the leads to appropriate representative or product team.
  • Follow up leads with the required action, for example send out an email or letter thanking attendees for visiting the stand or showing interest in your company, send out literature as requested, or follow up by phone to arrange a meeting etc.
  • Track results.
  • Remind all stand personnel to make sure that any business cards collected are input into the sales database or CRM (Customer Relationship Management) system so that they are updated with relevant information.

Feedback Follow-Up and Analysis

  • Send out a feedback form asking stand personnel for their feedback on specific aspects to do with the trade show that you are interested in and also ask them how they felt it went overall. Ask for any suggestions for improvement etc. Once you have the feedback forms returned analyse them for any learning points or actions required.
  • Follow up with a debriefing meeting for all stand staff and sales and marketing personnel, so that they can share findings and discuss how to improve exhibit performance for the next show.
  • Track the trade show organiser’s analysis of the show attendees by number and type to check whether this is a show you would like to attend again.
  • Review lead contact details and analyse their job titles and profiles to check whether this is a show where the people with the appropriate job roles you want to reach are attending.

The next blog will include reviewing the original planned objects and follow up ROI

Exhibition on-site logistics tips

On-Site Logistics

Build-up – Arrive during the build of the stand. Prepare the stand for display with any graphics, audio visual equipment, furniture in position, hardware, brochures, give-aways, catering etc.

  • Store any additional travel boxes with stand builder or in exhibition storage area.
  • Check all boxes and items have been delivered to the stand or collect them as required.
  • Prepare and give to company representatives and exhibitors their stand roster schedule. Make sure that you have the right combination of expertise on the stand at all times and that you have scheduled meal and coffee breaks.
  • Let all staff know who is the official company spokesperson should you have press coming to the stand.
  • Inform staff of any competitions and how they work, and how the lead forms are filled in and processed.
  • Perform a practice run with all equipment to check it is working. Rehearse any presentation.
  • Inform staff who is in charge of the stand and what each person’s role and responsibilities are.
  • If press packs are required deliver them to the press centre.
  • Re-confirm any booked meeting rooms.
  • Re-confirm times, places and staff attending any hospitality events such as parties, drinks receptions and dinners.

Logistics during Show

  • Before the show opens make sure that you arrive first before the opening of exhibition hall so that you can unlock the office and storage areas and make sure that everything is ready and working before the tradeshow opens.
  • During the show check the stock levels of give-aways, display literature and catering.
  • Make sure that staff do not put all their coats and bags in the back office rather than in the cloakroom where they should be.
  • Make sure that you or another designated person is allocated the responsibility for turning equipment off or locking up at the end of the day.
  • At the end of the day run through any logistics for the next day and identify any problems experienced and communicate what can be done better. Then unwind with staff informally.
  • Take plenty of photos of stand during the show.
  • Collect leads and, if appropriate, make sure that those back at the office prepare any follow up that is required.

Close of Show logistics

  • Allocate duties and responsibilities to staff regarding the close of show and tear down. Debrief staff.
  • Collect any storage boxes.
  • Clearly label any boxes that are returning to the home office.
  • Make sure items from the stand are packed securely and put away. Use your inventory check list for this.
  • Arrange for the transportation of any boxes. If items are being collected by the stand builder make sure that they know which these are and confirm when you expect them back in the office.

In the final tip we will be outlining follow up process from the exhibition and feedback.

Use Your Events Budget for a Corporate Christmas Charity Event

It isn’t just the endless TV re-runs of Scrooged pricking the corporate conscience that makes Christmas the optimum time for charitable giving – although many companies actively seek out opportunities to demonstrate corporate responsibility throughout the year, Christmas really is the time which really brings out the best in businesses, and their employees.

So, as well as setting aside some funds for an employee event to celebrate the festive season, Christmas could also offer your company the chance to spend some of the events budget on the gift of giving for the wider community. What’s more, by incorporating a little corporate social responsibility into a Christmas team event, you’ll be promoting additional goodwill to your employees, something which is certainly relevant to the budget and the time of year!

Making sense of corporate social responsibility

But why is corporate social responsibility important? At its most basic, corporate social responsibility involves the conducting of business in an ethical way which recognises the impact of the business (activities, production, location etc) at social, economical and environmental levels, and locally, nationally or even internationally.

As such, it is something which is not only important but highly relevant to all businesses, big or small. Demonstrating sound practices in corporate social responsibility openly and transparently – including sharing it with both staff and customers – goes a long way towards building a sound business reputation and trust in the company or brand.

Of course, corporate social responsibility within the business itself can take many forms, for example: such as through Fair Trading, ethical sourcing of components or carbon-neutral manufacturing, but many businesses fall short of demonstrating recognition of their social responsibility, particularly within the local community. Supporting a local charity as part of a corporate event is another way to share the responsibility and allow both employees (and possibly clients) to be involved in the company’s local area and some of the ‘greater good’ that the company is doing.

Best benefits?

The purpose of charitable acts is of course to support a cause, whether this is through raising funds for, or raising awareness of, the cause itself. However, when supporting a charity at a business level, there are plenty of additional benefits to all of those involved:

  • Team building: Nothing brings even the most disparate of teams together like a charity event and including work teams into a Christmas event offers a real chance for teams to bond as individuals, explore their own strengths and weaknesses on an ‘alternative’ task and is a great exercise in working together for a common goal which actually supports someone else.
  • Publicity and PR: Being involved with the charity sector is excellent for public relations and demonstrates dedication to local community, regional, national and international issues or concerns. Any publicity and marketing for the event also particularly benefits charities by raising public awareness of their existence, the work they do and the support that they offer. This is often of most benefit to small charities which cannot afford to pay for publicity themselves.
  • Employee retention: Loyalty, value and worth are all qualities which employees need to feel from the management, in order to pride themselves on their role in the company and the work they undertake. Offering employees the chance to demonstrate their worth by getting involved in something fun and giving (on work’s time) is a great way to bring staff together and help them to recognise how much the company values the work they do, in the context of valuing and supporting a charity or good cause. The goodwill generated from this kind of event can increase employee satisfaction and the potential for employees to stay with the company in the longer term.
  • Communication: Working together on a group task, and in support of a charity, is a great way to break down communication barriers and enhance specific skills, such as participation, instruction giving and following. For teams which mostly work virtually, physically working together can establish an additional communication bond and allow participants the opportunity to experience new ways of working and a greater understanding of each other’s’ skills and strengths.
  • Another goal, another role: One of the key things about plopping the team into a completely different activity with an alternative, neutral goal in mind (ie: the charity or the event task rather than the business) is that everyone gets the chance to take on a different role. Those who would normally lead the team can contribute to the performance from within the team, whilst another person can take a role in organisation and delegation of tasks. This is training at its most alternative and fun, which also offers plenty of scope for follow-up in appraisal.

Of course, it’s all very well seeing what can be achieved from demonstrating a bit of corporate social responsibility at Christmas, but what kind of events could your company put on to help achieve this?

Santa fun run

Paying for employees to take part in a charity Santa run (including the fees and the paid time off to participate) can be great for morale, as well as fitness. Supporting staff with a training schedule and even group sessions from a personal trainer can demonstrate your investment in their success (and health) and can also help to revive stalling production and employee motivation, as well as raise cash for charity.

Christmas Bake-Off

Hosting a Christmas bake-off is a great way to get teams working together creatively and in one of the most trending ways currently. Bakers from all levels of business are mixed together to face the same challenges as the candidates from the popular BBC show, including Masterclass and technical tasks. As well as the fun of participation and treat-based production, sessions end with the bakers choosing to sell off the baked goodies, donate them to a local charity or ensure they are well received as birthday cakes for a needy family, as organised by Free Cakes UK.

Christmas build-a-bike

Team building and charitable giving combine with the challenge of putting together high quality bikes, which can then be donated to the team or company’s chosen charity. The team don’t need to be engineers, just willing and up for the challenge of acquiring the parts and materials before all working together to build a bike for charity. For additional fun, competing teams can be pitched against each other to finish first and then pass-on the know-how to other teams before everyone passes on the bikes to the chosen recipients.

Charity Treasure Hunting

There isn’t much which is more festive than London’s Christmas lights and Team Tactics offers the opportunity to complete this challenge against the seasonal sights of London’s city scenery. Charity treasure hunts involve a style modelled on the frantic searches of The Apprentice, with plenty of chances for teams to hone skills and share a great day out, all whilst raising funds for charity.

Whatever your corporate Christmas calendar holds, extending the events budget to include something completely different like a charity event can be a great way to demonstrate your social awareness and thank your teams – and local charities – for all their hard work throughout the year.

Guest Blog from Team Tactics Ltd

 

Tips on Marketing and Publicity for Exhibitors – Marketing your Trade Show Attendance

For every exhibition there will be a variety of marketing strategies that you can use to
promote your stand, brand, business, services, products and expertise. The key to successful promotion is to use the right combination of strategies.

First you will need to know what your objectives are for exhibiting at the trade show in order to determine which forms of marketing suit your promotion. To get any attendee to your stand they need to perceive value, have an experience, or learn in some way. You will need to make sure you have a targeted and up‐to‐date database of contacts.

Traditional Marketing Media

Traditional marketing can include:

Press releases and invitations of journalists to a press conference or briefing at the
show.

Personal invitations to hospitality events or face‐to‐face meetings offered in
advance. You will need to offer them something of value like access to decision
makers and your top management.Invitations including hardcopies of the trade show registration giving an indication
of why they should visit your stand.

Database mailshots with phone follow‐up.

Promotion of a contest or prize draw they can enter or giveaways they can collect
on the stand.

Newsletter to current clients and prospects telling them what you will be doing at
the show and what you will be demonstrating. This can promote any speaking
opportunities you have as well as use competitions and giveaways, and it can
describe the hospitality you’ll offer on the stand.

Business introducers, using face‐to‐face communication to promote your attendance
at a trade show. Make sure all employees are promoting the exhibition at every
opportunity when talking to clients, prospects and third parties.

General correspondence – make sure your exhibition at the trade show is mentioned
in some shape or form on all correspondence that leaves the office, such as fax
headers, note pads, and compliment slips. Create leaflets to include in any
correspondence you send out. You can also use giveaways to promote the event.

SMS messaging. Short texts are great way of reminding attendees of the event, and
sending updates to them about what is happening.
On‐line and Social Media
Many of the above‐mentioned traditional forms of marketing can be done using email
marketing.

Email campaign. This is an excellent way to market your event if you already have
permission to contact the customer or prospect. Often the collection of contact
details through the website for newsletters can be excellent for sending electronic
invitations. The exhibition can be promoted on every email sent from the office with
an additional line on the signature, specifying the stand location and number.

The company website. This can be used to promote all your events on your
corporate website under a specific tab heading of events.

LinkedIn, Facebook, Blogs and YouTube. All of the social media platforms your
company use should promote your exhibition details in advance, especially if you can
engage with potential prospects before the event.


Twitter used in combination with links to your website can be powerful in making
information about your show available to real and potential attendees in an easy‐to read
steady stream. This method is a great vehicle for generating buzz about your
conference.You will need to choose a great hashtag. A hashtag can be included in the
body of each tweet and is a short phrase preceded by a hash (#) symbol. By making a hashtag that is short and easy, other tweets can reference your conference using the tag.

  • Mention your hashtag far in advance of the conference and include in all
    your related publicity – don’t wait until the day the event starts!
  • Tweet white papers, videos, and presentations, as attachments. These can
    be teasers for your trade show appearance or even a reminder of your
    offerings.
  • A great time to send tweets promoting your appearance is a few weeks
    before the trade show. You can offer teaser photos of a new product
    appearing at the trade show or announce the details of an executive who
    will be a keynote speaker.
  • Include hashtag in all print and digital material.
  • Make sure your Twitter profile has the full name, date, location of your
    conference and a pitch about the conference.
  • Encourage your sponsors, exhibitors and speakers to include your hashtag in
    all their conference‐related postings.

Mobile Apps ‐The need for mobile trade show apps is greater than ever. Trade shows
are all about showcasing products or services in a short amount of time. You need to
let attendees know about a special discount, or send out a push notification within
seconds. There are a variety of developers of mobile apps such as CrowdCompass.

  • A mobile trade show app means faster and more efficient marketing. It
    means measurable results for your exhibitors and sponsors.
  • Mobile trade show apps also give exhibitors and sponsors more
    opportunities to make stronger connections with existing customers and
    reach out to new ones. It is one way to drive interaction and engagement
    between the company and attendees.
  • A mobile trade show app helps you think outside the booth to improve the
    overall event experience and stay ahead of the competition. These apps can
    be created for most smart devices such as Android, iPhone, and iPad.

As mentioned before you need to use the best method of promoting your trade show
attendance to your market and potential customers. The main point is to make your
attendance known so that those coming to the show know of your presence and want to visit your stand. It does not matter how good your stand and products are if you don’t get footfall and generate leads to your products.

Guest Blog: How to pick the perfect giveaway for your event

Swags gotta have swags!

top image

If you’re anything like me, and by that I mean cheap and love freebies, you would relate marketing events and fairs to a shopping trip for practical stuff you’ll need for the coming year or so. When I’m at such events, I’m usually also on the lookout for freebies I can get concrete use out of. Swags such as pens, notepads and T-shirts are very common at events and for good reason – they’re things everyone needs on a daily basis. In other words, they’re practical. But practical as they are, you don’t always have to go for the same old pens and T-shirts. If you prefer to stand out, you could opt for more creative giveaway ideas.

The basic aim of a swag is to lure event-goers to your stand. That’s the very first step to getting people interested in what you’re offering. Hook them in with a good freebie and proceed from there. From the point of view as a freebie-consumer, you could have the most mundane and mainstream product/service and your stall could be the dullest one in the entire event hall. But if you’ve got an attractive-enough giveaway, I’m making a bee-line for you.

The last event I’d gone to was a work fair some two months ago and while I was looking forward to seeing what job offers there were out there, I was personally more excited about the freebies. They definitely fulfilled their aim of luring me to the different job stalls as I managed to score a number of interviews. But I was perhaps a little over-excited about the freebies which may have compromised my composure during the interviews!

When it comes to choosing the perfect giveaway, you could always go safe or go for something less conventional. With so many options for you to choose from, it can be rather overwhelming. Here’s one easy tip to follow – swags needs to have swag. Given that I’ve never had a green thumb nor been a fan of flowers, a great example of what your giveaway (from my point of view) shouldn’t be like is a pot of flower. The best swag should satisfy the basic criteria of being practical, light, small and easy to print on and cost-effective. A pot of flower is simply the exact opposite of these.

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What the perfect giveaway should be

Practical

A pot of flower sits in the corner of the room and serves no purpose besides taking up space. Plus, I’d have to water it every day – what a chore!

This is key. Items such as T-shirts, pens and thumb drives (they could only be 512mb and I’d still take them in a heartbeat) fair well as popular giveaways for this very reason. They’re items people can use over and over again. I’ve been using pens I got from such fairs for as long as I can remember and in fact don’t even remember the last time I actually bought one.

Light & small

Imagine lugging a pot of flowers all around the fair and on the bus/train home. Sure, it could make for a good conversation starter but I’d very much just prefer a photo of it, thanks.

Nobody, not even freebie-loving me goes to an event with a huge bag with which I can fill freebies. That’s just a tad bit too excessive. That being said, a giveaway needs to be small and light enough in order for it to be practical enough to be taken away.

Easy to print on

Hey let’s print our logo on this petal and have it wilt and fall! No.

If you haven’t already figured this out, your primary purpose of having a stall at a marketing event is to – duh – market your brand! The whole purpose of giveaways is to *drumroll* give away an item by which event-goers will remember you. And if your brand or logo isn’t indicated on the giveaway, chances are that nobody’s going to remember where they got the swag from.

Cost-effective

Forget the pots, flowers are expensive enough – ask anyone with a girlfriend.

You’re guaranteed to be the most popular stall in the event hall if you’re giving away a trip for two to Las Vegas as a promotional item. But unless you’re also harvesting bills or Bill Gates from your pots of flower, that’s obviously unfeasible. Since you’re going to be giving away these items for free, you have to consider the trade-offs. It’s important to not go overboard. Set a strict budget and stick to it.

2

Another great example of a good giveaway is food. It’s practical in the sense that it satisfies hunger, is a light snack and small enough to fit in your stomach. That’s unless, of course, what you’re giving away is free steak in which case does not satisfy criteria #4. I remember being so hungry at the job fair that I was absolutely famished by the time I got to the PepsiCo booth. I needed to satiate my hunger and drown out the dreadful melodies being churned out by my stomach juices. That resulted in my shameless munching on Doritos as I was speaking to the PepsiCo representatives – probably why I didn’t get the job. But hey at least I got a free bottle of Mountain Dew after – score! Kinda.

Other items I picked up from the fair include this four-coloured-inked pen and heart-shaped notepad. They do satisfy the criteria of a good giveaway but given that I already have loads of pens and notepads lying around at home from previous fairs, I haven’t had much use for them just yet.

3
Hands down my favourite giveaway from the job fair is this tote bag from Estrella Damm’s stall. Given that many supermarkets are now charging consumers for plastic bags, this is an extremely handy item. You’re saving money as well as the Earth! Plus, it can be used to carry all the other freebies from the other stalls, unless someone inadvertently picked up a pot of flower. It’s also simple and versatile enough design that I’d carry it on a regular day out as well. In fact I loved it so much I took a second one when everyone had their backs turned – or so I thought. Suffice to say, I didn’t get this job either!

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In a nutshell (just FYI nutshells don’t make for good giveaways), the main purpose of a freebie is to market your product/service. You want your presence to be felt everywhere. Think of a marketing event as a point where you disseminate information regarding your brand. You’re there to promote yourself and besides networking and chatting with event-goers, another way to do that is through these freebies.

Have you ever seen anyone give away a pot of flower as a freebie? Have you ever shamelessly stuffed your face with food giveaways? What’s the favourite giveaway of yours that you’ve taken? What are some of the most unique freebies you’ve seen around? Do share some of your freebie stories with us!

AUTHOR BIO
Lin’s an all-rounder in terms of physical shape. Her weekly schedule revolves around Printsome, football and abhors cutting her nails.

author pic

 

First things to consider when producing a memorable small business event

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When organising a small business event much of the time is spent in the planning of that event whether it is a workshop, seminar, small exhibition with speakers, and your events success is all down to the planning and in the details.

First decide upon your target Audience:  You need to define who your target audience is.  This will be the start for all your other decisions, such as format, content, price and location etc..  Being structured will enable you to stay focused on achieving your goals.

Have a clear business purpose for holding your event:  You have to be clear on why you are doing this event, as every decision will support your mail goal:

  • Is it a medium for passing on information, educating your market
  • New products or services release
  • Create brand awareness
  • A way to meet new customers/prospects and gather sales leads
  • PR opportunity, a way to make customers feel important build on loyalty
  • Involve third party vendors and resellers, strengthening business alliances

Create SMART goals:  always start with strategy; this will need to be measurable.  You need to know what is you are trying to achieve, outline what you are aiming for, then make sure that you follow this through to enable you to reach your goals.

Check other industry event when they are scheduled:  Check the calendar for dates, no bank holidays, or school holidays etc..   Check other events that your target audience might be interested in attending.

Know your budget:  Know how you are going to pay for the event.  The cost will depend on the number of attendees you will have.  Is the event funded by sponsorship, ticket sales, collaboration with other companies?  You will need to create a budget before looking for a venue.  Remember to add all expenses not just the meeting room such as food and beverage, audio visual etc..

Decide on type of venue for the event:  Know your event size, location, how easy is it for your attendees to get to this venue?  You may have to be flexible on this depending on availability and how the event may change in size.

Make a checklist of the details:  The checklist needs to contain everything you are planning for the event.  Are you are going to do all this your-self, or just certain parts? Event management logistics that needs to be considered include:

  • Programme content of the event
  • Putting together a Gantt chart showing time lines with action points, responsibility and critical dates
  • Marketing the event – the invitation process to include attendee invitation and registration
  • Registration management – client lists
  • Venue liaison to include:
    Room set up
    Audio Visual requirements
    Food and beverage
    Running order for breaks, luncheon, reception
    Logistics of getting materials to the conference venue
  • Speaker management including co-ordination of speakers, presentation, hand outs
  • Production of delegate documentation including delegate packs and badges

The organisation of an event is a project planning process.  Like all projects it will grow and develop and you have to be flexible but still keep your eye on the ball as with all events that are going to happen at a certain time and all has to be ready and in place for this time.  Checking and re-checking is so important to make sure that you have covered as many eventualities.  Remember your events success is in the details.

 

Tips on how your marketing plan can help you succeed in exhibiting

To be successful exhibiting at a trade show one of the most important actions after deciding to exhibit is to prepare a Trade Show Marketing Plan. You need to know what you want to accomplish and how to achieve it. A marketing plan helps you establish the strategy and decide what actions are required for you to exhibit and how to communicate this to others. It helps you to target decisions and it keeps you on track.

What is a Trade Show Marketing Plan?

A Trade Show Marketing Plan is the end result of a process. It gives you a format to follow and allow you to be consistent. The Plan should include:

  • An analysis of the market environment
  • The development of the exhibition plan
  • Writing an executive summary

 Market Analysis

Marketing analysis forms the basis for creating the goals, strategies and tactics used to develop the plan. This consists of your understanding of:

  • The market environment
  • The customers
  • The competition
  • The company

Information for a market analysis can be found on the internet, in trade journals and company reports, through direct customer research, by speaking to internal managers and sales people within your company, and by compiling a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis report.

 Market Environment

  • Look at the market as a whole and seek to understand the dynamics that can impact the company and its products
  • Examine the company’s market share and get a statistical evaluation of the market

 Understand your Customers

You need to understand why customers buy your products or services so that you can create an environment that encourages the behaviour outcome you would like from the exhibition.

This can include:

  • Demographics – the statistical characteristics of your customers
  • Psychographics – understanding the lifestyle and personalities of your customers
  • Buying patterns and preferences
  • Environmental influences

 Competitive Analysis

Consideration should be given to your own company as well as its competition. Use a SWOT analysis, speak to the sales personnel of your company and use post-show evaluations.

In the competitive analysis include all the questions you need to have answered regarding the exhibition such as:

  • Current exhibition strategy and trend
  • Size of space occupied
  • Style and theme of exhibit
  • Graphic message
  • Staffing levels
  • Lead capture and follow up
  • Pre & post show promotions

You also need to examine competitive positions outside the trade show environment.

After collecting and understanding the market analysis you then need to set the strategy and decide how you will accomplish your goals.

The Trade Show Marketing Plan should include

  • Market analysis – include the key findings from your study
  • Marketing objectives for the trade show. You can link the trade show programme to wider corporate marketing objectives. These need to be measurable and can include:
    • Who will be attending
    • What is the purpose of the exhibition
    • When are the dates of the exhibition
    • Where is the location of the exhibition
    • Why – define the objectives and purpose for attending
  • Marketing strategies – how you are going to accomplish your goals
  • Action plans – what are the tactics you will undertake to carry out your strategies
  • Resources and timings – what do you need to carry out the plan in the timescale
  • Executive summary – summarise the above elements as a distillation of your plan so that you can communicate it to senior management

Once you have written the Trade Show Marketing Plan, check that it is in line with your other marketing mix plans. Ensure you refer back to the Plan to make sure that you are fulfilling your strategy, objectives and actions. The Plan can be used at the end of the exhibition to review your return on investment.

Reference: Jim Burch, How to Write a Trade Show Marketing Plan You Can Actually Use