Toolbox-with-a-variety-of-print-and-digital-media.

10 Types of Marketing Collateral: Connecting Your Audience to Your Brand

by BlogEdmiston Group

In the world of business, your marketing collateral plays a crucial role in conveying your brand’s message, building credibility, and driving customer engagement. Marketing collateral isn’t a single asset used for business growth efforts. It refers to a combination of different assets used to communicate with your audiences, raise awareness of your brand, and encourage your audience to buy. 

Being successful starts with having the proper marketing material with consistent messaging, branding, and calls to action. The combination of these materials is part of your custom marketing toolbox.

Here are 10 common types of collateral you should have in your marketing toolbox:

1. Brochures

Brochures are versatile pieces of printed material that offer a condensed overview of your products, services, or brand. They’re ideal for trade shows, networking events, and direct mail campaigns. A well-designed brochure should include attention-grabbing visuals, concise copy, and a clear call-to-action.  Always make sure to include various ways to contact you – website, email and phone.

2. Flyers

Flyers are single-sheet documents that are perfect for promoting events, special offers, or limited-time deals. They can be distributed in high-traffic areas, handed out at events, or even included in shipments to existing customers.  A QR code can easily direct people to a landing page or directly to your website.

3. Business Cards

Business cards are essential for leaving a lasting impression after networking events or meetings. They include your contact information and often feature your brand’s logo, helping you establish credibility and build connections.  

4. Posters

Posters are attention-demanding visuals that can be displayed in various settings, from retail stores to public spaces. They’re great for promoting events, products, or campaigns that require maximum visibility.

5. Presentation Decks

Presentation decks, often created using tools like PowerPoint or Keynote, are essential for meetings, seminars, and webinars. They feature slides with compelling visuals and concise text to illustrate your message effectively.

6. Case Studies

Case studies provide in-depth insights into how your products or services have positively impacted your customers. They showcase real-world success stories, instilling confidence in your services to potential customers.

7. Whitepapers

Whitepapers are authoritative documents that delve deep into a specific topic related to your industry. They demonstrate your expertise and provide valuable information to your audience, helping you establish thought leadership.

8. Catalogs

Catalogs are comprehensive collections of your products or services. They are often used by retailers or businesses with a wide range of offerings, allowing customers to browse and choose what suits their needs. 

9. Product Sheets

Product sheets are concise documents that detail the features, benefits, and specifications of a particular product. They are effective tools for sales representatives to communicate product information to potential buyers.

10. Infographics

Infographics combine visual elements and data to present complex information in an easily digestible format. They’re perfect for conveying statistics, processes, or comparisons in a visually appealing manner.

In the end, the purpose of marketing collateral is to help your audience connect with your brand!  

If you are ready to maximize your business growth efforts by creating your own custom Marketing Toolbox of marketing collateral, the Edmiston Group would love to help. Email me at [email protected] to see how we can help solidify your marketing collateral efforts.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Variety-of-different-marketing-print-and-digital-media.

Why Does Your Business Need Marketing Collateral?

by BlogEdmiston Group

Why do businesses need marketing collateral? The answer is simple. Marketing collateral is a critical component that helps connect your audience with your brand! And this connection ultimately leads to new business growth and to sustainability with existing customers.

A logo is a great example of the importance of your marketing collateral. Does your audience recognize your logo? When your audience sees your logo, do they automatically connect it with your brand? A logo is a foundational piece of your branding. Be sure to get it right and to use it on all your marketing collateral.

Marketing collateral goes well beyond your logo. These marketing assets include all of your sales and marketing materials that you use to promote your products and services, as well as to increase sales and conversions, and to build loyalty. Examples include flyers, business cards, and brochures, as well as many other types of collateral.  People may think that printed material may not be necessary in today’s world, but electronic versions of your materials can easily be forwarded to potential customers.  QR codes on flyers can drive traffic to a landing page or directly to your website.

An effective service description and call to action communicate why potential and existing customers should do business with you, above all others. This is another reason why your business needs quality marketing collateral. It is also why your marketing materials need to communicate your message consistently and effectively.

Many businesses also choose to integrate the power of storytelling into their marketing collateral. Storytelling can be one of the most important aspects of your marketing collateral. Being able to tell your story in a creative and easily digestible way prevents your message from getting diluted, documents your story, and helps anyone understand exactly what it is that your company does. Examples of this can include case studies.

In a cluttered landscape, well-crafted collateral cuts through noise, delivering information, evoking emotion, and driving action. Your marketing collateral is more than paper. Marketing collateral helps form a bridge between your brand and your target audience and helps you effectively communicate your message, thus influencing your customers’ decisions. 

By understanding and leveraging the different types of marketing collateral available, you can create a cohesive and impactful marketing strategy that resonates with your customers. Whether it’s a well-designed brochure, an attention-grabbing poster, an informative case study or white paper, each piece of collateral contributes to building a strong brand presence and fostering meaningful connections.

If you are ready to maximize your business growth efforts through marketing collateral, the Edmiston Group would love to help. Email me at [email protected] to see how we can help solidify your marketing collateral efforts.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

strong fourth quarter: Business people in office holding a conference and discussing strategies.

Planning for a Strong 4th Quarter and Beyond

by BlogEdmiston Group
strong fourth quarter: Business people in office holding a conference and discussing strategies.

We are just about to start the fourth quarter of the year… are you prepared? The fourth quarter is the most important business growth quarter of the year. You have about 12 weeks left and want to end this year strong and prepare for whatever is coming in 2024. This period often holds immense potential for revenue growth and can establish a strong finish to the year. To make the most of these final months, strategic planning is essential.

Follow these key points to help plan for a robust 4th quarter in business:

1. Make a Plan

Reflect on the year so far. Analyze the performance of the first three quarters, then work with your team to determine which customers you are going to call on… more specifically, when and how you are going to call on them. Set clear objectives about what goals you are going to accomplish, how you are going to accomplish them, and who from your team will be involved. These goals should align with the company’s overall annual objectives. Be prepared to use the holidays to your advantage and determine where you want your sales to come from during the 4th quarter and in the new year. Once you implement your plan, review it every three weeks or so and take the time to adjust based on real-time data and market shifts.  

2. Reach Out

Networking and connection are key. There are many ways to reach out to your customers and open the door for opportunity. You can invite your customers to parties, take them an end-of-the-year gift (just be sure to comply with any regulations around gift-giving), or just stop by and wish them a happy holiday. 

The holidays and the relaxed party atmosphere provide a good reason for you to get out of the office and visit with your current customers and stay in touch with those all-important prospects you have been nurturing all year long. You can also invite them to a fall trade show you are taking part in. This is a great way to reconnect with your current customer base and attract new prospects. You can learn more about the benefits of networking and attending fall trade shows here.

3. Set the Stage

With the next year’s budgeting being reviewed, the fourth quarter may not always be the right time to ask your client for their business. However, it is the perfect time to set the stage to ask in the coming weeks or months. By setting the stage, you can plant a seed for the new products or services you will begin offering. Knowing and catering to your customer’s needs will help differentiate you from your competitors. So when you give them a call the first week of January, they are not only expecting your call, but they are open and ready for the conversation to purchase your new products or services.

4. Strategize

While pushing for a sale can be the wrong strategy during the holiday season, it is a great time to add value and position yourself for success for the first quarter of the following year. When all your competitors are using December to celebrate the holidays, you can meet with your team. Having team meetings will help clarify which customers you called, what you discussed with them, what gifts you delivered to them, and how they enjoyed your holiday visit. More importantly, having discussions on what decisive actions to take for each customer can help turn the holiday visit into a sale, thereby creating more revenue. Strategizing with your team during these slowest weeks of the year (the week before Christmas and New Year’s) can help you create a very clear and precise action plan. You and your team will know exactly what to do when you walk in your customer’s door and close those deals before your competition even know what hit them.

By planning for a strong 4th quarter, businesses can capitalize on the unique opportunities that arise during the holiday season. Taking proactive steps to align strategies with changing consumer behaviors and market trends will position your business for success and set the stage for a prosperous year. Remember, the 4th quarter isn’t just an ending — it’s an opportunity for a remarkable new beginning. Are you ready to get started?

If you need help planning for your fourth quarter strategy, please give me a call at 724-612-0755. Together we can help your business end this year strong!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Businesspeople With Digital Tablet Having Meeting In Office one-to-one meetings

The Power of One-to-One Meetings at a Trade Show

by BlogEdmiston Group
Businesspeople With Digital Tablet Having Meeting In Office one-to-one meetings

Trade shows have long been a cornerstone of networking and business growth, offering small business owners a unique platform to showcase their products and services. Amid the busyness and vibrant displays, one aspect stands out as a game-changer: the one-to-one meeting. In a sea of handshakes and business cards, these personalized interactions offer invaluable opportunities for small business owners to make meaningful connections, foster relationships, and drive success. 

Here’s why these meetings are so relevant:

Tailored Engagement: One-to-one meetings allow you to customize your pitch or discussion to each individual. This personal touch showcases your commitment and understanding of their needs, setting you apart from competitors.

Relationship Building: Trade shows are about more than immediate sales – they’re about building lasting partnerships. One-to-one meetings provide a chance to connect on a deeper level, forging relationships that can lead to collaboration, referrals, and mutual growth.

Efficient Use of Time: In a busy trade show environment, time is precious. One-to-one meetings let you focus on high-priority prospects, maximizing your time and efforts for the best possible outcomes.

Information Exchange: These meetings offer a two-way street for information sharing. You can learn about potential clients’ pain points, goals, and preferences, enabling you to tailor your offerings and solutions more effectively.

Problem Solving: One-to-one meetings are conducive to problem-solving discussions. Whether a prospect has reservations or queries, you can address them directly, turning hesitations into opportunities.

Qualifying Leads: Not every interaction leads to a solid lead. One-to-one meetings allow you to qualify prospects, ensuring you invest resources in prospects that align with your business objectives.

Memorability: In a crowded trade show, personalized attention leaves a lasting impression. When you take the time for a one-to-one discussion, potential clients are more likely to remember your brand and message.

Versatility: These meetings are adaptable – they can be casual, structured, spontaneous, or planned. This flexibility enables you to accommodate various prospects’ communication styles.

The more technology comes into our lives, the more important these one-to-one interactions are. They are invaluable. At trade shows, these personal meetings offer an opportunity for small business owners to connect, engage, and thrive. This connections empowers you to deliver tailored pitches, build relationships, and gain insights that can steer your business toward greater success.

If you are getting ready for your next trade show and need help with organizing your exhibit or planning your strategy, the Edmiston Group can help! Give me a call at 724- 612-0755.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Back-to-school sales poster with realistic school supplies. Paper cut style letters on blackboard background. Vector illustration.

Maximize Your Business Success with a Back-to-School Sale

by BlogEdmiston Group

As the summer days wind down and the back-to-school season approaches, as a small business owner, you have a golden opportunity to boost your business revenue and to engage with your community through a well-executed back-to-school sale. This annual tradition doesn’t just benefit students and parents; it can significantly impact your business’s success. According to an article by Statista, “American parents, guardians, and children were planning to spend an estimated total of 41.5 billion U.S. dollars. This would equate to roughly 890 U.S. dollars in school supply expenses per American household”. Let’s delve into why a back-to-school sale is essential for small businesses and how to make the most of it.

Back-to-school sales poster with realistic school supplies. Paper cut style letters on blackboard background. Vector illustration.

Why Back-to-School Sales Matter:

  1. Increased Foot Traffic and Online Traffic: Back-to-school shopping is a seasonal ritual that drives customers to your store or website. Capitalize on this heightened interest to expand your customer base.
  2. Revenue Boost: A well-promoted sale can bring a surge of income during a period when spending is on the rise. It’s an excellent way to make up for any lulls you might have experienced earlier in the year.
  3. Brand Awareness and Engagement: Offering exclusive deals during a back-to-school sale can create a buzz around your brand. It encourages potential customers to interact with your business and become loyal patrons.

Strategies for a Successful Back-to-School Sale:

  1. Early Planning: Start your preparations well in advance. Decide on the dates, discounts, and marketing strategies you’ll implement.
  2. Attractive Discounts: Consider offering enticing discounts on school supplies, clothing, and accessories. Bundle deals and “buy one, get one” offers can also attract attention.
  3. Multichannel Promotion: Utilize your online presence, social media platforms, email newsletters, and physical storefront to spread the word about your sale.
  4. Themed Marketing: Craft engaging marketing materials with a back-to-school theme. Use visuals that resonate with students, parents, and educators.
  5. Incentivize Loyalty: Consider offering additional discounts for repeat customers or creating a loyalty program to encourage future purchases.
  6. Collaborations: Partner with local schools or educational organizations for mutually beneficial promotions. This can strengthen community ties and increase your reach.

Key Takeaways:

Back-to-school sales aren’t just about boosting sales for a limited period. They’re an opportunity to showcase your business, attract new customers, and foster loyalty among your existing clientele. By offering attractive deals and a positive shopping experience, you create a lasting impression that can translate into repeat business throughout the year.

As a small business owner, you have the advantage of agility and personalization that larger corporations often lack. Use this to your advantage by tailoring your back-to-school sale to resonate with your local community’s needs and preferences. With careful planning and creative marketing, your back-to-school sale can become a cornerstone of your business’s success year after year.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Hand pointing at a Brand Word Illustration on white background.

The Power of Brand Awareness: Guiding Small Businesses Towards Success

by BlogEdmiston Group

In the bustling world of small business, carving out a distinct identity is crucial for survival and growth. One of the most potent tools at your disposal is brand awareness. Let’s delve into the importance of cultivating a strong brand presence and how it can shape the destiny of your business.

Hand pointing at a Brand Word Illustration on white background.

Why Brand Awareness Matters:

  • Recognition in a Crowded Market: In a sea of competitors, your brand acts as a beacon, enabling customers to spot you amidst the noise. Building brand awareness establishes familiarity and trust, helping you stand out in a saturated marketplace.
  • Trust and Credibility: Consumers tend to gravitate towards brands they recognize and trust. A strong brand presence fosters credibility, as people are more likely to choose a business they perceive as established and reliable.
  • Emotional Connection: Branding isn’t just about a logo or colors; it’s about the story and emotions your business evokes. A well-crafted brand can create an emotional bond, turning customers into loyal advocates.

Benefits of Strong Brand Awareness:

  • Customer Loyalty: A recognizable brand encourages repeat business. Loyal customers who’ve had positive experiences are more likely to stick around.
  • Premium Pricing: A strong brand commands premium pricing. Customers are often willing to pay more for a product or service associated with a reputable brand.
  • Word-of-Mouth Marketing: Happy customers become brand ambassadors, spreading the word about your business to their networks.
  • Ease of Introduction: Expanding your product or service line becomes easier when you have a solid brand foundation. Existing customers are more likely to explore new offerings from a brand they trust.

Strategies to Boost Brand Awareness:

  • Consistent Visual Identity: Develop a cohesive brand identity encompassing logos, colors, and fonts. Consistency builds recognition.
  • Content Marketing: Create valuable content that resonates with your target audience. Sharing knowledge positions your brand as an authority.
  • Social Media Engagement: Leverage social platforms to interact with customers, share updates, and maintain an active online presence.
  • Partnerships and Collaborations: Collaborate with complementary businesses to expand your reach and tap into new audiences.
  • Community Involvement: Participate in local events or causes to showcase your brand’s commitment to the community.

There are countless reasons why a business must raise its brand awareness. And the above strategies are crucial to keep in mind for any company looking to find success in 2023. 

Brand awareness isn’t a luxury; it is a necessity in today’s competitive business landscape. 

A strong brand cultivates trust, fosters customer loyalty, and paves the way for growth. By investing in brand building, you’re investing in the long-term success and recognition of your small business. So, take the time to define and refine your brand identity – it might just be the key that unlocks your business’s full potential.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Contact Us. Creative Collage Of Smartphone With New Messages Notification And Communication Tools Icons Flying Around

Boost Your Trade Show Success: Harness Automation for Efficient Selling and Lead Generation

by BlogEdmiston Group
Contact Us. Creative Collage Of Smartphone With New Messages Notification And Communication Tools Icons Flying Around

Trade shows present a valuable opportunity for small business owners to showcase your products and connect with potential buyers. However, managing the selling process and collecting vital buyer information can be a time-consuming process. 

Fortunately, automation can improve your trade show experience by streamlining sales and lead generation. In this blog, we explore how small business owners can leverage automation to enhance your trade show success and maximize your return on investment.

Streamline the Sales Process

When sponsoring a trade show booth, streamlining the sales process is crucial for maximizing your revenue and customer satisfaction. To achieve this, consider implementing a mobile point-of-sale (mPOS) system such as Square. This kind of App allows you to process transactions on the go, ensuring a seamless and efficient buying experience for your customers.

You can also incorporate barcodes or QR code scanning technologies for more accurate transaction processing and to expedite purchases while minimizing the risk of human error. Integrating your inventory management system with your sales platform can ensure visibility of real-time product availability, and eliminate the risk of overselling and disappointing potential buyers. By embracing these strategies, you can enhance your sales process, boost customer satisfaction, and ultimately drive greater success at trade shows.

Capture Lead Information Efficiently

Efficiently capturing lead information is essential when sponsoring a trade show booth so you can nurture potential buyers and convert them into loyal customers. To achieve this, consider investing in a lead capture app, such as iCapture. iCapture can help streamline the process, allowing you to seamlessly collect valuable buyer information such as contact details and product interests, right on the spot. 

Furthermore, by taking advantage of badge scanning technology, you can quickly capture attendee information from trade show badges, saving time and ensuring accuracy. By implementing these strategies, you can efficiently capture lead information, establish meaningful connections with prospects, and enhance your chances of post-trade show success.

Automate Follow-up Communication

Automating your follow-up communication is a key strategy for maximizing the impact of your trade show booth sponsorship. Begin by setting up automated email marketing campaigns that nurture leads and provide personalized product recommendations. This will ensure that potential buyers feel engaged and valued. 

And, don’t forget to send timely follow-up emails that provide relevant information, exclusive trade show discounts, or special offers. This will keep your brand top of mind! By automating your follow-up communication, you can build stronger relationships, increase customer engagement, and ultimately drive higher post-trade show conversions.

I like to use Constant Contact. If you would like to grow your audience for your small business with an all-in-one digital marketing platform, use this link to sign up or give me a call at (724)612-0755… I would love to help!

Leverage Social Media Automation

Leveraging social media automation can significantly enhance your trade show booth sponsorship by amplifying your brand’s reach and engaging with potential buyers. Start by scheduling and automating social media posts before, during, and after the trade show to generate buzz, create excitement, and attract attendees to your booth. Additionally, utilize chatbots on social media platforms to proactively engage with potential buyers, answer their queries, and collect contact information. This will ensure a seamless and interactive experience for interested prospects. 

Analyze and Optimize Performance

Analyzing and optimizing performance is crucial when sponsoring a trade show booth to ensure maximum return on your investment. Utilize analytics tools to measure the effectiveness of your trade show efforts, tracking key metrics such as booth traffic, engagement, and conversion rates. These measurements will enable you to make data-driven decisions for improvement. 

You can also collect and analyze data on buyer preferences, demographics, and purchase behavior to gain insights into your target audience – allowing you to refine your marketing strategies and tailor your offerings to their needs. By adopting a proactive approach to performance analysis and optimization, you can continuously improve your trade show outcomes and drive long-term growth for your small business

Are you ready to take your trade show success to the next level? Start implementing automation techniques and tools today to enhance your selling process and generate valuable leads. Embrace automation, and let it help boost your trade show success!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

An open envelope with the words Mailing List to illustrate a file of customers, readers, subscribers or recipients for your marketing message or communication

Growth Strategies to Get People Excited to Join Your Email List

by BlogEdmiston Group
An open envelope with the words Mailing List to illustrate a file of customers, readers, subscribers or recipients for your marketing message or communication

Your email marketing list is one of your most valuable business assets! Why? It’s simple. You own it. You can reach out to your audience when you want. You don’t have to ‘work around’ complicated algorithms that you encounter on social media platforms. You don’t have to pay advertising fees to send your email, and you can even send targeted emails to different segments within your list.

The Value of Your List

Did you know that 71% of consumers prefer buying from companies aligned with their values? The key word in growing your list is VALUE. Focusing on inviting the right types of individuals to be on your list can add value to that person, to their business, or to some aspect of their life. Perhaps they are a great strategic partner and you can help each other out? Growing your list is about more than size. It is about quality and intention. Do it right, and you can set yourself apart as a leader in your industry or community, gain recognition for your authority and expertise, grow your referral network, stay top-of-mind with those important to your business growth, and ultimately, grow your business.

Get Consent

It’s true. You need to get consent to add people to your list. Exchanging business cards is not consent. Utilize a sign-up form, text-to-join, or even a lead magnet to grow your list. Take time to learn about CAN-SPAM, GDPR, and other regulations.

List GROWTH Strategy 

There are many ways to grow your email list. Here are just a few examples: 

  • Create an Assessment Quiz: Develop an interactive survey or quiz that segments readers into descriptive categories that are aligned with your selling cycle and their journey.
  • Create a Fun # Your Audience Will Identify With: Who doesn’t want to belong? Be creative! Think of and incorporate a # onto your sign-up form and button.
  • Provide a Free Report, Checklist, or Whitepaper: Create, design AND share great content that helps your audience solve a problem.
  • Free Webinar: Invite your audience to a limited-time LIVE webinar and/or make a recorded webinar available for free.
  • Free Giveaways – such as Book or Video: YES! If your price point is high-enough, why not mail a book to great leads – they pay shipping only – or you cover that too. Alternatively, provide a free e-book for download.
  • Run a Challenge: Share a short training program via automated emails that can be completed in one week or less (i.e. 3-Day Challenge, 7-Day Challenge).
  • Just Ask!: On a phone call? Networking? Offer to send a relevant newsletter directly to them and ask if they would also like to be added to your list!
  • Text-to-Join: Do you speak at events? Ask your audience to sign-up during your talk! Provide the slide deck, or other relevant content, in return. Be sure to let them know they are signing up for your newsletter and that they can easily unsubscribe.
  • Cover the Basics!: Make sure you cover the basics! Can readers easily sign up for your newsletter via your website, blogs, Facebook, email signature, and even invoices?

Growing your email list doesn’t have to be hard. By being creative, showing value, and stretching the boundaries of your current audience, you can see significant growth in your email list. 

And Last But Not Least, Thank Them!

Your audience is giving you their TIME and ATTENTION. Be sure to provide true value in return. Share your knowledge, share discounts, and let them know you care!

If you aren’t sure where to start, give me a call at (724) 612-0755 so we can assess your needs and create a more effective marketing strategy.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

A badge and lanyard reading Trade Show for attendees to wear as a pass to get into a conference, convention or other large event

Tips For Preparing For Your Fall Trade Show

by BlogEdmiston Group
A badge and lanyard reading Trade Show for attendees to wear as a pass to get into a conference, convention or other large event

Summer is just about to begin and there is no better time than now to start preparing for a fall trade show. These events provide an opportunity to share your products or services with other vendors and build connections with potential customers. Trade shows require significant planning and preparation to ensure that the event runs smoothly. If you haven’t started planning for a fall trade show, now is the time. Here are a few tips to help you get started:

1. Determine your goals.

What results do you want to achieve for your business by participating in the tradeshow? Establishing goals early in your trade show preparation process can help you and your team take a more focused approach. These goals should be specific and measurable objectives for your team to achieve and be based on factors such as lead generation, brand awareness, or sales.

2. Develop a budget.

There are many factors to consider when creating a budget for a tradeshow. These costs help control your expenses to meet your goals and objectives. After establishing your goals, it’s time to break down the costs associated with reaching them. Some of the expenses are comprised of the following items:

  • Booth Space and Location.
  • Exhibition stand design: building and transportation costs.
  • Logistics: shipping of marketing materials and products. 
  • Marketing: creation of advertisements, brochures, and gifts.
  • Staff: wages, training, attire, and accommodations.
  • Show Services: utilities, carpet rentals, WiFi, etc.

If you are unable to determine your costs at certain events, you can always search for an online trade show calculator to help you estimate the costs. 

3. Design your booth and presentation.

Location, location, location. Setting up a booth in the right location is key. If possible, consider choosing a location close to the entrance of the trade show, around the food area and bathrooms or close to major attractions or show sponsors to take advantage of high-traffic areas. The more foot traffic around you, the more visibility your booth will have. The more visibility you have, the greater the potential for sales.

When designing your booth, blend in visual brand elements, such as colors or logos, to increase awareness and recognition. You also want to ensure that your booth or display communicates clearly what your product or service offerings are to the attendees. Clear messaging helps people understand your business immediately and invites them to stop and talk to you. 

Pro Tip: Include a presentation to promote your brand that represents the value you can provide and how you differ from competitors. It can vary widely in length, content and style, but generally run 3-5 minutes. If you are not comfortable personally doing the presentation, try using presentation software such as PowerPoint, Prezi, or Google Slides. You have a captive audience at a tradeshow with only a short amount of time to impress them. So, be clear, concise and to the point. Make sure they walk away knowing what your products or services are and how those can be of benefit to them.

If designed properly, a well-designed booth and well-executed presentation will attract, engage, and inform your target audience. By adding interactive content, it can help increase your leads, add to your brand message, and jumpstart your sales. 

4. Explore the opportunity to present at a breakout session.

If you’re comfortable in presenting programming on a given topic explore the opportunity to present information at a breakout session or participate in a panel discussion. By identifying the conference theme and reaching out to the trade show organizers, you can pitch a breakout session to fit the conference theme for their consideration. This should be done early in the planning stage in order for your breakout to be considered for the available program slots. Being a presenter can lead to additional exposure for you and your business as your program and business name will be highlighted in marketing of the trade show.

5. Utilize social media.

With so many consumers relying on social media in their lives, social media is a cost-effective way to promote your presence and brand at a trade show. How? By posting content relevant to the tradeshow and your organization using the tradeshow hashtag and handle. You can also extend invitations to connect by reaching out to existing clients and potential clients with personalized invitations. Lastly, try live-tweeting throughout the event, or publishing videos on Facebook or Instagram from the tradeshow. Identify the hashtags used for the tradeshow and use them in your posts.  This will inform clients on what the trade show is about and peak their interest to attend. 

If you don’t know where to begin or have run into challenges planning for your next trade show, let’s connect. Give the Edmiston Group a call at (724)612-0755.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Opened suitcase with clothes and different accessories for travelling on light wooden floor

3 Reasons Why Every Business Owner Needs A Vacation

by BlogEdmiston Group
Opened suitcase with clothes and different accessories for travelling on light wooden floor

It’s the start of summertime –  most people start thinking about taking a vacation and spending quality time with their families. Yet, small business owners often feel like they cannot take a vacation. Why? They think they are too busy or that their business will fall apart in their absence. However, It’s important to recognize the benefits of taking a vacation.

Here are 3 reasons why every business owner needs to take a vacation:

1. You need it. 

If you are a  small business owner, you are likely overworked. Being overworked can cause irritability, resentment, burnout and magnify mistakes on the job. The reason? It goes back to the importance of rest. Our minds and bodies need rest. We need a break from the stress of running a business. When our bodies and minds are rested, we are more refreshed. By stepping away from our work and resetting the body and mind, it allows us to perform at our highest potential. When we perform at our highest potential, we often feel more motivated and energized when returning back to the office. Taking a vacation is good for you!

2. Your business needs it.

If you want to continue to grow your business, then you need to take the time to take a vacation. Taking a vacation might seem counterproductive when you’re trying to run a successful business, but it might be exactly what your business needs. 

By being away from the business, you can refocus. Without the day-to-day pressures of the office, you can use the time and surroundings of a calming and relaxing environment to see problems more clearly and from a fresh perspective. This fresh perspective brings new ideas for things “to do” for your business as well as things “not to do”. Think of your vacation as a compass that can point you in the right direction, and right you if you are heading in the wrong direction. 

Vacations can also help uncover issues with employees or outdated business practices while you are away. The time away will allow you to fix these issues if you didn’t know existed, ultimately, making your business more enjoyable to work at, more valuable and more efficient. Taking a vacation is good for your business!

3. Your Family Needs it.

As a business owner, you are not the only one feeling the repercussions of stress. Your family has their own stress too. Taking a vacation allows you and your family to leave behind the stress of their normal routines and allows you to connect and bond with them in a less stressful environment. Vacations will give everybody the opportunity to relax and enjoy themselves. This will help create stronger connections, create lasting memories, and foster stronger relationships.

Vacations help keep life in perspective. Your business is likely one of the most important aspects of your life. But, it’s important to remember that it is just a business. It shouldn’t be the only thing that defines you. Your family, friends and incorporating a work-life balance will help both you and your business to be more productive.

So if you’re tempted to say that you just don’t have time to go on vacation right now, keep in mind that not taking a vacation could be a huge disservice to yourself, your business, and your relationships. 

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.