Promoting Your Business at Events and Festivals

Promoting your business at events and festivals can be a very effective way for a business to reach their target market. The opportunities can range from large trade shows with very specific target markets through to local community festivals, school galas and sporting events with a wide variety of attendees.

No matter what size the event is, you will need to invest resources into preparing for and attending the event including time, money and perhaps staff. To ensure you get the most benefit from this investment it is important you put some careful thought and planning into how you approach this type of marketing.

This article provides an overview of what you need to consider when planning and preparing for an event. It will help you get maximum benefit from your investment.

IDENTIFY WHAT TYPE OF EVENTS ARE MOST SUITED TO PROMOTING YOUR PRODUCTS AND SERVICES
To do this you will need a good understanding of your target market to help you identify what type of events they are most likely to attend.

IDENTIFY THE EVENT/S YOU WISH TO ATTEND
Find out what events are held that would be suited to your target market. Use the internet, contact local councils and art galleries, read newspapers, ask others…

If at all possible attend the event as a spectator first or attend a similar event. Really take notice of what other business owners are doing with their sites. Take notes, ask questions – this is your chance to really find out what is required and how to best approach this type of marketing. What sites really stand out? What sites look scruffy and why? What sort of people are at these events – are they really the type of customer that would be interested in your product or service.

IDENTIFY THE PRACTICAL STUFF
Once you know which event/s you are going to attend, contact the organizers as soon as possible and find out how things work, what facilities are available and any other information that will help you prepare your display.

• Find out how much space you will have. If your stand is complex, get exact measurements. You will need exact measurements for printing banners and other signage and you will want to know how much room you have so your display looks complete but not overcrowded.

• Will you be in a covered area or do you need to supply your own cover? If you are outside and have to supply your own cover, make sure it’s sturdy enough to handle wind and rain – just in case… and that any products that can get damaged by the weather will be well protected.

• How far will your vehicle be parked from your site? You may need to organize help carrying your display material to your site or need more time to set everything up.

• If inside, are there partitions to fix promotional material to and if so, what will you need to do this? If there are no partitions, will you need to organize some yourself?

• Power, water… what other services will you require?

PLAN HOW YOU ARE GOING TO DISPLAY AND PROMOTE YOUR PRODUCTS AND SERVICES
Once you know what you have to work with, you can start planning your display.

• If your stand is complex, draw up a scale plan of where everything will be positioned, including each wall if applicable.

• Will it benefit your product to allow people to walk in and around your display or is it better that you display your products on a table with you standing/serving behind the table? The type of event can influence this to a certain extent.

• How are you going to entice people to your site? Competitions, moving display items, music (check with the organizers first and if they allow it be respectful of your neighbors), if you want to run a competition ask the organizers if they would like to promote the competition in their marketing material – it can be a win win, it gives them something to help draw crowds and you get some free advertising.

• If you plan to give away items such as food, wine, balloons or other items please check with the organizers first. For small events in particular, it may not be fair on other stallholders who are selling these items.

• Decide how you are going to collect prospective customer information if that is relevant to your business. This can be a great opportunity to collect names, contact details and email addresses for further promotions in the future or email newsletters.

• Where will you sit/stand? Do you need chairs and tables for visitors to your stand?

• What display material and other equipment do you need? Banners, posters, stands, tables, chairs, flooring, pot plants, backing sheets, signage, brochures, business cards, table covers, food and drink for you – it can be a long day, and anything else you think you will need.

• What will you wear? If you will be standing all day wear appropriate shoes. If the day is hot keep this in mind – your site might be positioned in direct sunlight for several hours.

• How are you going to talk to people? How do you want to talk about your products and services? Perhaps jot down a few notes so you don’t overlook anything important.

• Presentation is everything. Try and tie all your presentation and display material into your brand. If your brand colors are red, green and black – don’t go for a pink chair! Look for something the same color as your brand or perhaps something neutral such as silver or white as a last resort. Make sure your logo, business cards and other marketing material look tidy and professional and are consistent with the rest of your brand.

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BUDGET
Draft up a budget. Take into account your time (to organize the event, set up for the event, attend the event, and tidy after the event), additional staff, loss of income if you are not able to carry out your normal working day because of the event and any other costs that you will incur such as display material, stock etc.

ORGANIZE YOUR DISPLAY MATERIAL… WELL IN ADVANCE!
Make sure you allow plenty of time to organize everything. Give your designer a call as soon as you can to find out how much time they will need to organize the job for you, especially if they are organizing the printing as well. Order in stock with plenty of time to spare in case something goes wrong. You want to be calm and relaxed on the day – not feeling like a frazzle from running around at the last minute trying to get everything finalized.

THE EVENT
Yay – the day has finally arrived. You have had lots of rest, are full of energy, look amazing and are rearing to get out there and promote your products and services. Yeah right – probably not after organizing for the event as well as keeping on top of business – ignore it, you can rest at the end of the day!

Try and get to the event well in advance to give you plenty of time to set everything up – and allow time to spare for the inevitable last minute oversights.

It’s time to start promoting your business. How you do this will depend on many things, including the type of product or service you have, your level of confidence and comfort level – it can take one or two events to really get comfortable for some people, and the type of people attending the event. Engage with people walking by, smile and chat with them to make them feel welcome… and don’t forget to give them a business card and take their details if they are happy to give them.

AFTER THE EVENT

• Follow up with any contacts you have made during the event. Try and do this within a week of the event, two at the most.

• Spend an hour or so reviewing the event before you forget anything. You want to learn from each experience and continue improving your presentation and promotional methods. Make notes of what you want to remember next time. Now is a good time to write a checklist for next time and a template timeline.

WILL THERE BE A NEXT TIME?
It could be some time in the future before you really know if attending the event has been a worthwhile marketing strategy for your business or not. You may never be able to assess the full extent of how your business benefited from the event. Marketing and advertising is the perfect example of the phrase ‘the sum is greater than it’s parts’. An effective marketing strategy is made up of many parts; vehicle signage, advertisements, consistent look and feel of all your marketing material, sponsorship, brochures, mail-outs, attending events… depending on your business. It is the combined effect of all these elements that has the real power. That’s why it is important to follow up with contacts made, perhaps do further follow up advertising three or four weeks after the event targeted at the same people who attended the event or think of other ways you can remind attendees of the event about your business.

THIS METHOD OF PROMOTING YOUR PRODUCTS AND SERVICES ISN’T RIGHT FOR EVERY BUSINESS
You will need to decide if this is in fact the best way to spend your marketing budget. If for example your primary target market is global then attending a local school gala obviously isn’t likely to be worthwhile to you… do keep an open mind though, they may have international feature guests at the event!

This is a very summarized overview. How you approach a small school gala will be quite different to attending large trade shows. There are many more considerations you need to take into account if you are attending international trade shows or events.

Good luck with your next event. You are welcome to contact me if you have any questions or need help organizing your next event. I can help you with designing your site layout, designing and printing your promotional material and give you ideas on ways you can let people know you will be at the event to help you further promote your business. If you have any feedback, comments or suggestions that may help others please feel free to leave a comment below.

AND FINALLY – THE NUMBER ONE TIP IF YOU DO DECIDE TO TRY THIS TYPE OF MARKETING…

DON’T LEAVE THINGS UNTIL THE LAST MINUTE!


You can almost guarantee that when you pull out the kit set shelving your products will be displayed on from its box the color will be wrong or a ‘bit’ will be missing. Or, something will break or you will realize you have run out of tape… don’t do as I did for the last event and leave everything until the day before when all the shops are closed and you have no time left for those unexpected ‘things’!


Source: http://slicecreative.co.nz


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Promote Your Business (Even On A Tight Budget)

The steps leading to a startup launch sometimes happen under the radar. Behind closed doors, you research the competition, define your target customer, figure out finances, enlist assistance, and padlock intellectual property with patents, trademarks or copyrights.

But as you draw closer to launching your business, it’s time to abandon stealth tactics and build a plan to etch an indelible mark on customers’ consciousness. Having a clear strategy to promote your business will set you apart from competitors.

Wait, you say. I can’t afford a flashy promotion campaign.

You’re not alone. But without promotion, the business you’ve worked so hard to establish is more likely to stagnate and be ignored than to grow and find customers.

So let’s go back to the basics and review proven, foundation-level promotion strategies that have power to help new or existing businesses break through the marketing chatter without spending a fortune.

Build a website Have one already? Great. Review and update it regularly. Keep the content fresh, interesting and engaging. But if you’ve put an Internet presence on the back burner because you can’t afford web-design assistance, search online for information about “creating a website” to discover templates and tools that enable anyone to create a basic site at little or no cost. A note of caution – for many of your potential customers, your website is the first impression they have of your company. It is wise to invest appropriately in a well-designed site that accurately portrays your image and company.

Begin your site content with a concise description that introduces your business and sets it apart in the marketplace. Then detail your products and/or services, experience and results, endorsements and testimonials and, of course, your contact information. Plan to add content as your business develops.

List your business in search-engine directories, and reward customers who post reviews When potential customers hear about your business, they will turn to Google, Yelp or other sites to learn more. Ensure your entries on those sites are accurate and include links to your website.

Consider offering customers a discount coupon if they post a review of your products or services. Incentives encourage reviews and also can lead to repeat business.

Create or improve business cards and stationery Don’t underestimate the importance of these tools, which help define your business, show prospective customers that you are a professional, and help them remember you. Search online for information about “creating business cards” to find affordable services that walk you through creating everything from business cards to brochures. Always list your web address and social media handles on your business card, letterhead and promotional materials, and keep a stack of business cards with you.

Network For entrepreneurs, networking is a way of life. But your time is precious, so think quality versus quantity by networking in organizations that attract your target customers or people active in the entrepreneurial space.When you meet someone, restate their name to embed it in your memory, and don’t forget to exchange business cards. As soon as you politely can, jot notes on business cards to remind you about your conversation with each person. Following those conversations, send a handwritten note to each new contact to help them remember you.To become even more well known, offer to be a speaker for industry conferences, volunteer organizations, libraries or local business groups. Speaking engagements can boost your name recognition, build your prospect list and gain publicity for your business.

Create business profiles on LinkedIn, Facebook, Google Plus, Twitter, Pinterest and/or YouTube … and use them to build your credibility Determine which of those sites your target customers frequent, and begin your efforts there. As with your website, ensure your online profiles include a compelling description of what your company does and what distinguishes it from the competition. Then position yourself as a source of expert information by blogging, tweeting, sharing and posting about topics relevant to your industry.Liz Bohannon, CEO of Sseko Designs and a graduate of the FastTrac^® NewVenture^TM program, uses her company’s Facebook page to feature new products and to share stories of the college-bound young women of Uganda who make them.

Email services help you manage your contact list, and send professional-looking e-newsletters or offers. It’s important to request permission before sending email, but you often can build a permission-based contact list by giving something away — perhaps an e-book or a tip sheet about how to do something related to your business.Rob Oyler, a FastTrac^® TechVenture^TM graduate who is president and founder of WANRack, is building his company’s email list by offering a free white paper, “E-Rate Changes Put Private Fiber WANs Within Reach for K-12 Schools.” The paper helps the company’s target audience of K-12 school administrators recognize the benefits of and federal funding options for private, fiber-option wide area networks. Those digital networks provide the bandwidth schools need as they switch to digital learning tools — and those networks are WANRack’s specialty.

Capitalize on opportunities to publicize When you launch a new product or service, send a press release to local media outlets. And also be aware that organizations with which you are affiliated may be ready and willing to publicize your business. For example, my colleagues at the Ewing Marion Kauffman Foundation FastTrac program publish success stories about select program graduates in a print publication and on a website, both of which have broad distribution. The graduates submit information via an online form, and a professional writer crafts the stories, which are revised and approved by the entrepreneurs before publication.

Promoting your business isn’t rocket science. It’s about reaching out to people to share how your business can help or serve them. Grabbing opportunities to share that news could be a key to you

source:http://www.forbes.com


ABOUT WNFP
Westchester Networking for Professionals (WNFP) is an organization consisting of professionals and entrepreneurs which focuses on the success of our Members. We help our Members establish lasting relationships and generate new business opportunities towards the growth of their business.
Stay Connected with WNFP!

4 Ways to Build Your Small Business Brand Awareness

Did you know that branding is just as important for small businesses as it is for large corporations?

Many small business owners I talk to understand that branding is essential to their business, but a surprisingly high number of them don't really know why.

Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business’ “identity”.

The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo and communicate your brand.

Event marketing can be an integral part of how you can build your company’s brand and increase awareness.

So what do you need to do?

1. Get a great logo. Event marketing allows you to showcase your business logo on the event marketing materials such as email blasts, calendar postings and event fliers.  
2. Develop a tagline. Use event marketing to share your company’s memorable, meaningful and concise statement that captures the essence of your brand.
3. Design creative marketing materials (business cards, brochures etc…). Promote your company’s marketing materials at business events. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
4. Be consistent. You must be consistent with your event marketing strategies for positive results. Once is not enough to build your brand awareness.

Event marketing has allowed me to build my network of professional connections, increased my referral base and increased my sales.

If you’d like to find out how you can partner with Westchester Networking for Professionals, visit our Events Calendar to learn when the next event will take place to get involved and integrate event marketing into your small business marketing strategy to help grow your business.

Click here to learn more about WNFP's event marketing opportunities!

ABOUT WNFP
Westchester Networking for Professionals (WNFP) is an organization consisting of professionals and entrepreneurs which focuses on the success of our Members. We help our Members establish lasting relationships and generate new business opportunities towards the growth of their business.

Stay Connected with WNFP!

Using Events to Promote Any Business

No matter what type of business you run, events marketing is a great way to promote your products and services, interact with current and potential customers, and position yourself as a leader in your field. In-person events offer important face-to-face contact with your targets, while online events help you reach a broad audience. 

In The UPS Store/Inc. survey, respondents reported that the most common free and paid ways businesses promote their services or products are social media (73 percent) and personal interaction (67 percent). Events incorporate both methods and can help you generate leads, build relationships, and create awareness. 

Once you’ve chosen the right event to promote your business, plan how you’ll participate-; and how you can make the most of your time there. Events offer a great opportunity to cultivate word-of-mouth marketing and referrals.

DURING THE EVENT

Think about ways to make your participation memorable, fun, or interesting. Demonstrations and giveaways can be great options. Postcards, brochures, and other custom print materials are tools to keep your business on attendees’ radar after they’ve gone home. 

Actively encourage attendees to sign up for your mail or email lists by creating a special offer or information for those who do so. Use signage to encourage them to follow your business on social media. Create an incentive for them to let you know how they learned about the event and your business.

AFTER THE EVENT

Follow through after the event, with a telephone call, thank-you email message, or special offer via a postcard campaign. Such activities help you build your customer and prospect base, making your participation and investment worthwhile.




Source: http://www.inc.com/


ABOUT WNFP
Westchester Networking for Professionals (WNFP) is an organization consisting of professionals and entrepreneurs which focuses on the success of our Members. We help our Members establish lasting relationships and generate new business opportunities towards the growth of their business.

Stay Connected with WNFP!

We're Celebrating National Shameless Promotions Month!

Lets be shameless this September! This month is Shameless Promotions Month. September is the time to promote yourself or your business shamelessly.

The words shameless and promote do not usually seem to correspond, but you do not need to feel shame for promoting... even though it can make you feel guilty sometimes. This month recognizes how important promotion is for a business!

Here are a few resources to helping you promote yourself and your business: 

• 4 Ways to Market Your Business for Free
• 32 Low-Cost Ways to Promote Your Business
• How to promote your business on social media without being “spammy”
• Top Secrets for Using LinkedIn to Promote Your Business or Yourself

In today's society, the options to promote your business are endless!

What are the best ways to promote yourself or your business?

ABOUT WNFP
Westchester Networking for Professionals (WNFP) is an organization consisting of professionals and entrepreneurs which focuses on the success of our Members. We help our Members establish lasting relationships and generate new business opportunities towards the growth of their business.
Stay Connected with WNFP!