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Considerations When Designing Your Trade Show Booth

I have always considered trade shows to be one of the best ways to promote my business and showcase our new and exciting products. Over the years I have had…

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I have always considered trade shows to be one of the best ways to promote my business and showcase our new and exciting products. Over the years I have had some great success at trade shows and throughout that time I have learned the best and worst ways to go about business, and how we can best attract an audience, and most importantly, sell our business, and our products.

One of the most important aspects of the trade show experience, and how you can really push for success, is the display booth which you decide upon. I must be honest, in the past I never really saw much value in spending money on a custom designed trade booth, and I used to use a stock display, white, and pretty lifeless. I bought a custom made display at ExpoMarketing after some friends suggested that I did, and the next trade show went amazingly well, convincing me of the power which the display can have. In terms of designing your display, there are some key considerations which you need to make, and from experience, here are my suggestions.

Colours

The common theme which runs throughout this design process is that the display which you decide upon should reflect your brand. Colours are key to this as it is the colours, as well as the logos of your business which people will remember and in terms of brand growth, these are the small details which you should be focussed on. Your display’s colours should represent those of your business and your products.

Space

A large display is only beneficial if you are able to fill it with quality, empty spaces are not appealing and large displays are not going to make you stand out any more than something smaller. The key to your display’s size is that it is functional and fit for purpose, that it gives visitors space to view the product without feeling claustrophobic and that it is sizeable enough of you to deal with customers and sales, separately from the people who are viewing your products.

Bells and Whistles

I have seen all manner of different displays throughout the years and what I have found is that those who want to add all kinds of lights, moving parts or ostentatious designs to their booths, are those who sell less. Firstly this is because if you decorate a display in such an eye-catching way, you need to be able to back this up with the quality of your products, in most instances, this is not the case. The second reason to avoid this is that it smacks of desperation and doesn’t give the message of a business who is taking things seriously. The example I would give here is Apple, think about their stores, clean, bright, spacious, fresh and simple product presentation at its fines. The reason that Apple do this is because their products are so good, if your products are great, just get them out there, without the necessary bells and whistles.

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3 Important Things to Consider Making Your Business Plan for Year 2018

As the curtains begin to close on 2017, your business sights should be set on the road ahead; the new year. A successful plan usually begins with early preparation. What…

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As the curtains begin to close on 2017, your business sights should be set on the road ahead; the new year. A successful plan usually begins with early preparation.

What goals were you unable to achieve? Can you implement business strategies for the same outcome in the new year? What new lessons or perceived trends can take your company to the next level?

This post provides meaningful tips for SMBs to start off on the right step come 2018.

A case for service excellence

To stay competitive, small businesses must transform themselves by leveraging the ever-changing technologies of our current landscape. It is essential, not only for competitive edge, but in contributing to the growth of the overall economy. Your business doesn’t have to be a big to make an impact in its community.

According to a survey by Small Business Administration (SBA), SMBs were responsible for 63% of net new jobs between 1993 and 2013. That said, you can set 2018 as the year your growing business breaks ground in its niche.

Things to consider;

  • Integrate your online and offline customer service

In the current business landscape, you can’t afford to exist in only one channel. Whether you run an online store or manage a brick and mortar company, your presence must be felt everywhere. Build formidable online and offline customer service experience for our clients.

Consider the UK food delivery industry, they have effectively integrated both online and offline channels to serve consumers. In 2017, it was revealed that 46% of users call the restaurant directly, while 36% place their orders online. By merging your channels together, your business can maximise the best of both worlds.

  • Experiential is the way forward

In a world where good communications influence successful business outcomes, strategies that appeal to most human senses will dominate the market. Experiential marketing communicates with our sense of touch, sight, smell, sound and even taste to create strong brand relationships.

According to Event Marketing Institute, 74% of consumers develop a positive impression about a business after a brand-driven experience or an inspirational event. Setting up more experiential campaigns should form a major part of your business’ communications in 2018.

  • Give younger staff more leadership opportunities

Millennials make up for more than 30% of retail shopping revenue alone. This percentage is significant; if you want to capture this market, you must speak directly to them. Already, millennials are filling the workforce space, and it is an opportunity for savvy businesses.

By hiring and giving millennial workers more potent roles, your business can target the market more effectively. While this applies more to specific industries like retail, travel, tech and media, their hunger and drive can also be used to dominate in other professional sectors.

Success in business means forging ahead; never taking your eyes off the price. By adding these suggestions to your business plans for the new year, you can grow and beat the competition.

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Why Building Customer Loyalty is a MUST for Small Business Retail Enterprise

Building a small business is no small task. You are required to juggle a lot of tasks and activities. You will define the strategy, execute the strategy, evaluate the business,…

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Building a small business is no small task. You are required to juggle a lot of tasks and activities. You will define the strategy, execute the strategy, evaluate the business, manage the business, do the financial accounting and do every other job you simply can’t afford to outsource. And to top that up, you must build customer loyalty. This is as important as any other business activity you carry out. The PR Newswire estimates that by 2020, the customer loyalty market would be worth 4.0 billion USD. If you think that is too much, think again.

Loyal Customers are the most Important

Research has shown that loyal customers buy more than new customers. A customer who feels a connection with your brand is more likely to purchase more products than a would-be customer. The Gartner Group estimates that 20% of your loyal clients contribute about 80% of your earnings. They will have more willingness to try new products and services from your business than others.

Loyal Customers are cheap to sell to

The average cost to sell to an existing customer is far less than the cost to sell to a new one. An existing customer would be more willing and able than other customers to find a solution to their problem from your self-service portal instead of calling you and requesting personal service. Since they are more knowledgeable about your business, they make it easier to be served, and you know, easier is usually cheaper. Also, they do not require marketing because they already know your brand. It is a win-win to have loyal customers.

Loyal Customers sell for you

When customers like a product or service they tell others. If they are loyal, they tell even more people. For instance, your loyal customers are those who would refer their connections to you when they want the particular service you’re providing. This would also help reduce your marketing cost because you have unofficial and unpaid brand ambassadors. TechOneStop suggests that a satisfied customer shares a good experience with 9 other people. They also say that a dissatisfied customer tells 22 people, so you have to ensure that every customer leaves satisfied.

Loyal Customers eliminate your competition

This Marketing Mentor post explains that loyal customers are less likely to stray towards the competition, as if they are completely happy with you a competitor simply won’t appeal. When customers believe that they get good value for their money from you, they don’t think of going elsewhere. This eliminates the risk of losing customers to your competition.

Once you’ve managed to sort the internal aspects of your business like shop protection, you can finally make the effort to improving customer loyalty. You should know it is directly connected to keeping you in business. It also doubles up as customer engagement which creates a positive connection with the customer.

They are more likely to give useful feedback and suggestions which ultimately help the business. An engaged customer is a gift to your business. You are lucky to have them and not the other way round. So, develop good customer loyalty and see your business grow in leaps and bounds.

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How to Make Your Business Trip Run Like a Dream

I recently went to Paris on my very first business trip and it wasn’t until I got home and started assessing how it went, that I had the chance to…

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I recently went to Paris on my very first business trip and it wasn’t until I got home and started assessing how it went, that I had the chance to work out what I would do differently next time around. From a business perspective, the trip went just as planned, I wasn’t late for any meetings and I closed the deals that I was looking to close. With that being said, there was many areas of the trip that I could have made better and I wanted to share them with you so that if you are planning a business trip, you can learn from my mistakes.

Airport Transfer

I wish I had booked an airport transfer in Paris because although the flight wasn’t a long one, I was nervous about the meeting the next day and I could have done without trying to negotiate the public transport system upon arrival. Getting straight to the hotel, getting some food and prepping is all I wanted to do so I would recommend that wherever you are heading to, make sure that someone is waiting for you at the airport.

Entertainment

I had no idea how much down time that I would have as I was waiting for meetings or even in my hotel room alone at night and I wish I had planned some entertainment a little better. If you are heading away, take the time to download some movies or games to your electronic devices, it is a great way to switch off and after a day of meetings, you will need it.

Sim Card

One near-fatal error that I made was not realizing that my phone couldn’t accept foreign SIM cards and so I was forced to duck into cafes for their wi-fi whenever I needed to make a call. You should check before you go that your phone is able to accept the local SIM or buy a cheap phone which can, being out of touch when you are in the midst of a business trip is most definitely not recommended.

Day Before

I flew the day before my first business meeting and whilst it worked out alright, I was quickly reminded how fine I had cut it. The flight that went to Paris from London just after mine, was delayed by 9 hours due to mechanical break down, had this been mine, I would have missed my first meeting, not the impression which you want to give prospective clients. If you are booking your flights then I advise you do it 2 days before your first meeting, just to be sure.

Paper Copies

If you are taking important information with you, make sure that you do so in both paper and digital form. Shortly before one of my meetings, my tablet suddenly died and I was forced to ask the receptionist to charge it up for me. I managed to get my information in time but I won’t be running that risk again, print off your info before you go and take it should anything go wrong.

What business trip tips do you have? Feel free to share it with us in the comments section below.

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