About Business Marketing

Getting closer to customers is something businesses strive to do every day, and now you can do just that with Point of Purchase Displays and Portable Work Stations. Both of these tools have their uses but though their function differs slightly, they share the same characteristics – they are cost effective, they are easily moved from venue to venue and they put you and your business right next to potential customers.

Anyone who has gone through a US airport or mall will have seen credit card sales people or cell phone agents or cable TV package offerings not from a retail outlet, but from a temporary kiosk or booth. In effect a mini trade show display, usually comprising of a “desk”, writing area combined with attention grabbing, promotional signage. These vendors are taking advantage of a significant retail fact – more than 70% of buying decisions made by US consumers take place within a retail environment – not on the internet, but in a retail store, mall or other shopping center.

Now this contrasts with a business problem – many products and services coming to the market are new and innovative, and getting them adopted by major retailers or even regional or local retailers can be an uphill struggle. Now with a Point of Purchase Display, you can take your new product direct to market for a fraction of the cost of getting your merchandise into a major retailing store, and certainly a lot less than investing in a shop itself!

The extremely low-cost alternative provided by Point of Purchase Displays and Portable Work Stations allows merchandisers to effectively “piggy back” on retail space already available in established outlets. As they take very low amounts of retail footage, you can gain access to retail traffic in the most expensive areas for relatively little money. In the battle to win customers, these booth displays deliver very high margins combined with very low risk due to the low cost involved. They are perfect for experimenting with new product launches and eminently suitable for moving your product and service offerings beyond the traditional retail outlets and closer to where potential customers hang out, for instance, at the airport!

The same design principals apply as with other business promotional tools – make sure you have an eye-catching design which will attract interest of your prospects, and keep your retail display fresh and inviting. Highlight your product and service offering by incorporating them into the design and display and make sure your brand takes prime position. The low cost of these displays allows you to keep up with fashions and trends, so don’t be afraid to treat these mini-booth displays as commodity items.

Make sure you consult with your trusted design partner and ask them about the options provided by Point of Purchase Displays and Portable Work Stations – the costs are extremely low, the opportunities are extremely high and with the flexibility and functionality, they provide exceptional value and a great opportunity to sell and promote your business in ways you only dreamed of.

Mat Kelly is the president of ExhibitDEAL, a leading provider of trade show displays and accessories such as Point of Purchase Displays and banner stands. ExhibitDEAL can be found online at: ExhibitDEAL.com.

By Mat Kelly

With the growth and expansion of electronic and digital communication, print media is quickly becoming a lost art. It is with some sadness that we recognize that with this detachment from traditional publication, we are losing touch with what many people consider the humanity behind the written word. Everything from mail and advertising to literature and greeting cards has seen a drastic change in the mediums in which they can be most commonly found. With that being said, there is still something nearly indefinably more pleasing about holding something tangible and physical in one’s hand when trying to communicate with written language. Newsletters, for instance, were once a highly regarded and infinitely useful means of reaching the community, employees and even customers. With the right methods of publication and distribution, these handy methods of communication can prove just as useful and worthwhile an investment as any email or digital marketing campaign.

Hard-copy publication offers a personal touch to newsletter communication that is often lost in the transfer to electronic media. Every decision that goes into the design, printing and distribution of the document has an impact on the reader. Publishing a newsletter is far more involved than simply printing some events and information on a piece of paper with some clip art and making copies. Careful decision making and tailor-made craftsmanship can take a dull, lifeless rag and turn it into a vibrant and engaging way to reach any audience.

There are a number of ways to tailor a newsletter to a particular audience. Apart from letting the information alone communicate the message, the physical document speaks volumes about the motivations and resources available to the entity (be it individual or business) who publishes the information. For instance, a daycare center may choose to include a list of upcoming activities or recent announcements, but providing the information in a periodical printed on quality paper with colorful print and age-appropriate images can make a much more positive impression on the parents that will be expected to read it. The same can be said for a newsletter that is distributed to the employees of a large corporation. Rather than sending out a bland, half-hearted mass email, administration can provide copies of a professionally designed and well-produced document that provides a more personal touch to a world of business that can often leave employees feeling more like a number than a name.

Attention to detail, from the size and quality of paper used, to the choice of fonts, graphics and colors, and even the method of finishing and distribution makes a bold statement about the importance of the information included within the newsletter. Also, while it may seem more cost-effective to send out mass communications electronically, the costs associated with printing and distributing a hard-copy document may prove surprisingly affordable. Printers and publishers offer a wide variety of printing options, from top-of-the line, heavy stock papers to designers and editors that can make your newsletter worth every penny. Distribution and mailing services are also frequently included as one of the many available options to consider when producing a quality periodical.

So, while many would chalk up the traditional forms of communication up as a lost cause, there are still those who maintain that the cool indifference of the digital age is a poor substitute for the human touch of a quality production.

Lawrence Reaves believes that a balanced approach to marketing is best, which is why he creates both online and print media. He has seen many businesses do well with printed newsletters, and for that he recommends Conquest Graphics.

By Lawrence Reaves

A trade show display can represent a significant investment for those pursuing this powerful marketing and sales strategy. There are a number of options available on the market, but which route you take will depend on a number of factors peculiar to your own business situation.

We’ll take a very brief look at the three avenues open to you with renting, leasing and buying trade show equipment.

Buying the Display

Outright purchase means you own the asset and this reduces your ongoing operating costs if you pay cash. The purchase will be taken to your balance sheet in your accounts and tax allowable depreciation will be deducted from your taxable profits for the business expense allocated over the life of the display.

Buying a display allows you to fully customize the display to your own requirements and you are always assured of its availability when you need it – after all, you own it! You are able to integrate your trade show marketing with your brand marketing to the fullest extent and there are no restrictions on where and when it can be used.

Buying a display will probably be the cheapest and most tax effective method of sourcing a trade show display in the long term.

Leasing the Display

An alternative to outright purchase is to arrange financing on the display and to lease the equipment (as opposed to renting it).

This will reduce your upfront capital cost of acquiring the display, and at the same time you can enjoy sole and exclusive use while still having a fully customizable display. For all practical purposes you own it fully until the final finance payment whereupon you will either acquire outright ownership or the equipment will be returned depending on the lease terms.

The cost of the asset may or may not be taken to the balance sheet and depreciated depending on the type of lease agreement. Typically, it is common for a lease agreement to be framed to allow this and so you get the tax relief on the depreciated amounts taken to company profits. In addition, the finance element of the lease costs are taken directly to the profit and loss account to be offset as a business expense in a similar way to any other interest paid on a business loan agreement.

This method will improve Return on Investment in the short to medium term for many purchasers, and can also provide the most cost effective method of acquiring ownership given the tax advantages available.

Renting the Display

It is possible to rent a trade show display, however you will be restricted in terms of customization and availability. This is an ideal arrangement to look at where you are either a new entrant to the trade show market, or are looking at experimenting with your trade show format or need additional but temporary display equipment.

The full cost of renting the display will be taken against your business profits for tax purposes and for short-term use this will provide the maximum ROI available.

Rena Patton is the president of ExhibitWholesale, a leading provider of trade show displays and accessories such as pop-up displays and banner stands. ExhibitWholesale can be found online at: ExhibitWholesale.com.

By Rena Patton

Trade shows are huge events for many companies, and take a lot of time and planning to successfully pull off. The fact that these shows are such complicated undertakings means that exhibitors would be very wise to purchase some kind of exhibition insurance.

In fact, many times trade show exhibits are not even allowed to take place without insurance covering the building, products being sold, attendees, and so on. Trade show exhibits are often used by companies to promote new, innovative products that may not have been tested fully. What happens if the products malfunction and end up injuring someone, or even damaging the facility? The last thing you want to end up with after a big event is a lawsuit. Luckily, exhibition or festival insurance is available for purchase to cover any damages that may occur, and to give peace of mind to exhibitors, booth attendants, show attendees, and everyone involved.

Possible Dangerous Scenarios At Trade Show Booths

People usually aren’t consciously aware of all the possible dangers that can arise at any moment, especially at exhibits and shows. However, there is always the slight possibility that something catastrophic could occur, and for this reason, we purchase insurance. Consider the idea of an event specific to home improvement tools. If an exhibitor is demonstrating a brand new chain saw, he could risk cutting off his own finger. Should this happen, he’d probably drop the saw in shock and pain, and it could fall to the floor while still on and injure nearby attendees.

There are many business sectors that contain products that can be dangerous. For instance, what about trade show booths that promote knives and guns? While exhibitors are extremely knowledgeable about their products and know how to handle them safely, there is always the possibility that a show attendee could drop a knife on their foot, or even use it to hurt someone else. Even seemingly safe trade show exhibits that are interior design focused have their dangers; someone could accidentally knock over one of those new long-lasting, ‘calming’ scented candles and set the exhibit and the entire building on fire.

Types Of Insurance And What They Cover

You should definitely purchase insurance to cover any of the above scenarios should they occur. It is important to have insurance that covers you as the exhibitor, the attendees, the trade show booths’ props and displays, and the building hosting the show.

When deciding on an insurance policy, it’s crucial to check that the policy covers everything you want it to. Oftentimes, companies offer both single event policies and annual event policies. Usually, these policies protect you from general liability, liabilities related to property damage, and losses or destruction of trade show exhibits, displays, and props. Some policies also cover medical expenses of event participants, event cancellation, or weather insurance. It is critical to find out what each policy you are considering covers, if there are any lapses in coverage, and if temporary guests and employees are covered.

When participating in trade show exhibits, it is essential to purchase insurance to cover any damages. New products on display could fail and cause injury, and you will want your company to be covered in case of emergency.

Chris Harmen writes for the leading provider of trade show exhibits, Canada Skyline. They offer many Canada trade show booths in a variety of shapes, sizes, and styles to suit anyone’s budget and needs.

By Chris A. Harmen

Trade show season is ushering in, and by now, preparations for your exhibit should be under way. These dedicated industry events offer your business much exposure and will help you to expand your network. Especially if you are interested in bringing your brand outside the US, trade shows give you an opportunity to meet possible franchisees or distributors or alternative manufacturing hubs to enable you to keep your operating costs down.

Participating in trade shows is no joke. You not only pay for the floor space, but you will also be spending on marketing materials such as trade show giveaways, brochures, and flyers. Moreover, if the trade show is held abroad or in a different state, you must set aside some funds to cover plane tickets, hotel, food, and transportation.

The rewards of your trade show participation depend on whether the show brings you good prospects, if it enhances your expertise, and helps you find cost-effective suppliers. Here are some ways to make sure your next trade expo will be rewarding:

* Check out the competition. Take the opportunity to see what other suppliers and companies are doing and learn from them. What are they doing in terms of R&D? Are they becoming more creative with their design? Are they using environment-friendly materials?

* Find out advances in the industry. Trade expos gather the movers and shakers in the industry. These include suppliers of materials, packaging, machines, and tools.

* Learn about new industry policies. Trade expos feature forums and talks to inform industry players of new certification, quality assurance tests, export policies, and other relevant developments. Manning the booth may take up a lot of your time, but remember that trade expos are an opportunity for you to know firsthand of industry developments. If you want to stay ahead in the business, it helps to know many things.

* Send out samples via direct mail before the show. If you have clients near the area who might want to see you, why not send them some trade show giveaways imprinted with your booth number and the trade expo details so they remember to look you up when they’re at the expo?

* Hand out samples or giveaways during the trade expo. Be realistic. You will not be able to show your wares to everyone who visits the show. Buyers and guests will not have the time to check out all the halls, but you can make sure they know about you by handing out samples and giveaways at the entrance or at the buyer lounges. Interested suppliers will know how to reach you as long as they have something with your contact information on it.

Amanda Dean is an expert in the promotional product industry with chief specialization in Promotional Key Holders and Custom Promotional Bags.

By Amanda Dean