shop small

Get Ready for Shop Small

by BlogEdmiston Group

As Small Business Saturday quickly approaches, it is important to plan ahead! Shop Small is an opportunity for you to be a community champion, increase your profits, and build up your local profile. But how should you begin to strategize for such a big day? Shop Small is all about being a champion for small business. American Express, the founders of this event, indicates 90% of shoppers who are aware of Small Business Saturday use the opportunity to try out new local small businesses and restaurants. If you want your business to be one of those that the community tries out this year, start planning now!

Be a Neighborhood Champion

Shop Small is focused on not only small businesses, but also on local communities. Participating gives you a chance to widen your customer base, as well as to build up your community. One way to do this is to become an official Neighborhood Champion by signing up through American Express. Being a Champion means also supporting other business owners in your community and spreading the word about which businesses are participating in the event.

Think about how you might utilize social media to get the community excited about Shop Small, or even consider hosting a community kickoff event to strategize with other business owners and prepare for the day ahead. Whichever route you take, being a Neighborhood Champion will give you the opportunity to remind your larger community of why it is important to shop small, while also increasing your business’s local profile.

Increase Awareness and Your Profits

To get the most out of Shop Small, it is important to think ahead and to consider if your business is reaching a wide enough clientele. Partnering with complementary businesses will allow you to share in the cost of advertising and drive increased traffic to your businesses. Working with others who are not in direct competition with you will allow you to succeed on raising local awareness of your business and Small Business Saturday. Being a team player benefits everyone!

You may also think about creating some type of special sale for Shop Small. Consider bundling products for a higher price point. By creating product bundles, you can sell more of your products while also increasing your profits! Selling complementary products together, or selling only certain products in bundles rather than individually, can convince consumers that may be new to your business to shop with you.

Make this year the year that you take full advantage of all the opportunities Shop Small offers. As November 27th looms on the horizon, you should feel confident that your business, and your community, will find this event to be successful!

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.

Add Some Fun to Your Marketing Efforts

by BlogEdmiston Group

It’s safe to say that during the course of 2020, businesses had to adapt and learn how to do things differently. While some were able to step outside the box and pivot, other businesses closed their doors. One thing that was consistent across the board is the fact that business as usual took on a whole new meaning.

Through my relationship with Bridgeway Capital, I work with several new business owners who are reaching for the stars in their quest for business ownership. One of the lessons learned is that growing your business requires PATIENCE!

Building your tribe can be done through a variety of methods. Social media is a great way to develop a following and share news, events and sales, but it requires consistency and planning. One of the keys to success is to find out where your customers hang out and become active in that space. Written content, videos, podcasting, print ads, google ads, billboards and more leaves one to wonder where to spend their advertising dollars.

When business owners take the time to identify holidays, sale timeframes, class offerings and customer appreciation events and open houses, to develop a marketing plan for the year, it helps guide not only the messaging, but also ad focuses. For example, many publications are running back to school focuses for August. If your business sells to that market, you will already be planning your ads and social media content. September is Healthy Aging month targeting seniors and by the first of August you will be planning out that strategy.

Some ideas for inspiration for B2C businesses.

  • Host a grand opening party or a customer appreciation event.
  • Become part of a community scavenger hunt.
  • Create a customer loyalty program.
  • Offer a Back-to-School sale.
  • Partner with a nonprofit organization to support a cause.

Although these types of activities require planning, by partnering with others you can share in advertising costs and increase exposure through cross promotion of each other’s customer lists.

For B-to-B businesses, hosting educational events, networking and partnering with complimenting businesses to expand your brand and create awareness are good marketing strategies. People want to do business with those they know, like and trust. For some of the clients we work with sharing “get to know our staff posts” have resulted in high social media engagement.

If you haven’t already done so, I challenge you to list the remaining months of 2021 on paper and identify each month your marketing focus, activities and outreach that you will execute to grow your business.

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.

Masterclass – How to Be a Great Podcast Guest to Grow Your Business (or Brand)

by BlogCommunicationsEdmiston Group

My good friend Mj Callaway, CSP, CVP, Author, Professional Speaker, Trainer and 2-time cancer survivor will present an online Masterclass program on what it takes to be a Podcast Guest on Wednesday, July 28, 2021 from 1:00 – 4:00 pm.

Content marketing strategies are expanding a multi-media approach is being used to grow brand awareness and engage audiences. Have you considered a podcast for your business? According to Wista, more people are listening to podcasts than ever before. From 2019 to 2020, the percentage of Americans who listened to podcasts monthly went up 5%, from 32% to 37%. In that same timeframe, the percentage of Americans familiar with podcasting as a content medium also rose by 5%, from 70% to 75%. After hitting record listenership in 2020, it’s likely that even more listeners will hop on the podcast train in 2021.

Like any aspect of marketing, learning how to make a podcast is something you have to invest time and effort in, to get good at. You need to design your podcast artwork and create the intro and outro. But through podcasting you can accelerate your business growth and fast-track your marketing efforts as a podcast guest.

You won’t want to miss this event. As a valued resource partner Mj has graciously offered my guests an additional bonus recording of the class. Use this link to register and receive the recording for the class.

Register Now For This Online Interactive Masterclass

Here are some highlights:

Are you ready to expand your audience, increase your client base, and grow your business? As a GREAT PODCAST GUEST, you CAN increase your reach while multiplying your marketing efforts.

Don’t miss out on this opportunity to boost your online presence, gain brand awareness and so much more.

Say yes, if you want to:

  • Build brand awareness.
  • Boost credibility.
  • Gain media exposure.
  • Increase your client base.
  • Reach new audiences.
  • Multiply marketing efforts.
  • Share your message.

In this online MASTERCLASS, you will:

  • Discover the three must-haves that make hosts invite you to be a gu
  • Know the five top mistakes you need to avoid.
  • Find out the key elements you need to be a great guest who rocks his/her interview.
    Get insider secrets. Shh!
  • Create a repeatable podcast marketing plan.
  • Plus, you’ll get the templates you need!

So, if you want to gain more exposure, build your business (or brand), increase your credibility, and expand your audience/client base, you can do it and more.

  • During this jam-packed Masterclass, you’ll discover how to create “sound bite phrases” that resonate with hosts and audiences. Sound bite phrases that have people repeating them. This Masterclass is all content, no filler.
  • You’ll find out the three core must-haves to be a great interviewee.
  • You’ll learn how to weave in your business so that people care without being sales-y.
  • And so much more that will make you look and sound more professional!

You won’t want to miss this event. Space is limited. Register Now For This Online Interactive Masterclass and receive your free bonus recording.

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.

Human Effect

How Human Is Your Business?

by BlogCommunications

Human EffectAre you depending on technology or the human approach to marketing your business?  Content, particularly in the B2B market is often clinical, crammed with facts and technical words.  Although it’s important to share your knowledge, are you connecting with your customers on a human level?

For B2C, it’s just as important to have that human interaction.  Don’t get me wrong – technology has its place in notifying you of upcoming appointments and flash sales, but it’s the human experience that converts to referrals.

Are you giving your customers that personalized experience or are they just a nameless, faceless purchaser?  Your job is to figure out how to differentiate yourself from your competition.  Why do people want to work with you or buy from you?

Givers Gain is the underlying philosophy of BNI. Be open to helping without expecting anything in return. Think about this: A prospect or a business colleague contacts you with a problem they can’t solve. You freely offer advice, which they implement. Soon, they begin to see positive results. They now have proof that your service is worth investing in, so they purchase it, and hopefully recommend it to a friend or give a positive review which others can see.

When meeting with a potential client for the first time, do you ask questions to understand their problem?  Do you take the time to get to know them and their story, or are you already steps ahead “selling them” your solution?  By investing time on the front end, it allows both parties to see if they are a fit for one another.

An integral element of human-to-human H2H marketing is the art of conversation.  The dialog can uncover potential business opportunities you may not have realized existed.  Conversations lead to conversions.  Conversions lead to business growth.

Here is a personal example of H2H experience.

Our long-time insurance agent, as well as his in house support person both retired at the same time.  I always told my agent that he was the only reason we remained with the company.  We had his cell phone and when I needed him – he answered.  Our son also had him for his agent and when he needed someone in his corner for a house claim the agent responded resulting in a positive outcome.  Great H2H experience right?

The agent personally called me and told me of his upcoming retirement.  What we have received since the agent’s retirement was a letter stating whom we were assigned to.  Not a phone call of introduction, only a letter.  We don’t feel special anymore and guess what?  We’ll be shopping our insurance.

At the end of the day, people will forget what you said, people will forget what you did, but people will never forget how you made them feel.  In business, as well as your personal life are you striving to raise others up to make them feel special?  I challenge you as we begin a new year to spend the time to develop and nurture relationships with your employees and your customers.  Technology has its place, but the humanness of these efforts will shine through.

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.

Editorial Calendar

Utilizing Editorial Calendars to Help Guide Your Marketing Strategy

by BlogCommunications

Editorial CalendarIt’s a new year and often business owners take this time to reflect and set new marketing strategy goals for the upcoming year.  An often overlooked tool in business growth is an editorial calendar.  Not only can it set the path for blogging, but it can also be the guide for social media as well as other marketing activities.

Editorial calendars mean a couple of things to a business owner.  But first, you must identify exactly who your ideal customer is.  Why is this important?  Because it also determines where to put advertising dollars.

The owner of a construction company I work with asked about advertising in a high-end community magazine.  The magazine went into an upscale neighborhood, but this client doesn’t build high-end homes, rather they build manufacturing facilities, strip malls and office complexes.  Although someone in the neighborhood might hold a decision making position, we determined it wasn’t the best use of his advertising dollars.   However, advertising in a different publication that targets property managers, land developers and commercial real estate professionals was a good fit.

Another client is a B to C.  We advertise in a digital publication that also allows us to publish monthly articles along with our advertising.  This publication is sent to thousands of potential customers that are his target market.  By utilizing an editorial calendar, we know when certain things happen during the year and target ads, as well as articles to that topic.

Monthly magazines and business publications have an editorial focus such as Real Estate, Summer Camps, Women in Business, Weddings, etc.  Knowing what is being published helps to plan your advertising budget and/or pitch a story to the editor.  It’s important to note that these publications work 4-8 weeks ahead, particularly for feature stores.   For example, as of this writing, all ads for February have already been submitted.

There are certain appreciation days and awareness months throughout the year.  Understanding when these times occur allows you to plan special events around those times.  Did you know that May 4 – May 8, 2020, is Teacher Appreciation Week?  If your business served teachers, what could you plan special for them?  Perhaps if they come to your business they receive a free gift or a percent off their service.  This works particularly well in the B to C market.

There are National Fun Days throughout the month.  Having a calendar with those days noted will enable you to plan and preschedule some of your social media posts.

What if you are a B to B business?  You still can partner with a cause.  The Southwestern Pennsylvania United Way sponsors a Day of Caring on September 13, 2020.  Can your businesses partner with that cause?  Perhaps you can participate in a build with Habitat for Humanity.  Consider a care box drive for the troops.  There are over 4,000 nonprofit organizations in Pittsburgh.  Be a business that gives back.

What does this all boil down to?  PLANNING.  If you’d like a copy of our 2020 planning calendar email Autumn Edmiston or call 724-612-0755.  Don’t know where to start?  The Edmiston Group can customize a yearly calendar specific to your business.

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.

Email Marketing Tips for Effective Newsletters

Email Marketing Tips

by BlogCommunications

Email Marketing Tips for Effective Newsletters

No matter if you are a B2B or B2C, email marketing is a great way to stay in touch with current customers and business colleagues. There are numerous ways you can provide value to your recipients. They can receive special deals or coupons as part of a VIP program, or tips and education as a trusted resource provider.

Engagement makes all the difference with those who receive your email. Often I’m asked by clients, “Why can’t I just buy an email list and send it?” Businesses must stay compliant with the CAN-SPAM Act which was created to protect consumers from unsolicited email. This allows subscribers to opt-in from a signup form or text message program and a way to opt-out from your email. By not abiding by the CAN-SPAM Act, you run the risk of having your email blacklisted by the service delivery providers.

The value of information in your newsletter is key. We write content for our clients and it is important to research relevant topics and create content that’s personalized and relevant. For example, in our marketing calendar, we offer the first of the year we share monthly awareness events and marketing activities. By taking the time to plan out your strategy you know what you will focus on in the months ahead.

Subject Lines Count
Emails start with a strong subject line. Be specific on what the email is about and use a familiar sender name. Actionable subject lines inspire recipients to click on the email by instilling urgency. Make the subject line short and to the point. Shorter is better, and if the message is about an upcoming sale, delineate the specifics in the subject line. If it’s about something else, be specific once again. Bad subject lines are one of the main reasons why emails don’t get opened, so don’t be among that group.

Be Concise And End Strong
As an entrepreneur who does a fair amount of email marketing, I’ve learned that being concise and brief are the keys to success. Breaking up long pieces of information into short paragraphs and bullets help the reader scan the email and read and interpret the most important points.
Email marketing shouldn’t just be a bunch of words. Graphics, pictures and video help to increase click rates.

Include A Single Ask
The reader should know exactly what it is that you want them to do. Some actionable items may include

  • Click on a link to a specific blog post or website
  • Schedule a call with you using a calendar link
  • Redeem this coupon
  • Grow your social media followers.

The goal of your email is to prompt the reader to perform some follow-up action.

If You Aren’t Measuring You Aren’t Marketing – Track Engagement
Look at your reports. If you’re tracking engagement on your email marketing, you will typically be able to send the right amount of information to the people who are engaged the most. Lack of response to a potential customer signing up to learn more and the potential customer receiving a response weeks later, doesn’t leave a good first impression. If a valued client’s email starts bouncing as non-existent – it’s a good time to reach out to see who the new contact would be.

Solve A Problem
What is your customer looking for? Where are their pain points? Offering advice on solutions to problems faced by your customers or colleagues will provide valuable content to those who receive your email.
If your email campaigns are lacking luster, or you struggle with content ideas, we offer marketing strategy programs to help you get started. Want to learn more – give us 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.

holiday-planning

PLANNING TIPS FOR THE REMAINDER OF 2019

by BlogCommunications

holiday-planningWith the 4th of July closing with a bang, it is hard to wrap your mind around the fact that it is time to begin planning for the fall and winter holiday seasons as you end 2019. Whether you offer B2B or B2C services, planning is essential for growth.

As a B2B, identify your target companies in your given verticals. Know their business cycles. For example, if you want to work with government entities, know that they are already starting to think of their budgets for 2020. If you wait until October to establish a relationship, chances are you have missed the budgeting window for the next year.

Although July may be prime vacation time, it can also be a time to reflect on the first half of the year and target potential prospects for the remainder of 2019. Perhaps there are networking events to attend and with potential businesses follow-up. Add people you meet to your newsletter list to regularly touch base with them. Set the reoccurring events in your calendar and regularly attend to establish a business presence.

For B2C, the holiday season is one of the largest spending holidays for consumers. Consumers are shopping online more than ever. Give them a reason to come into your store. Look how Kohl’s has established a relationship with Amazon returns. They are betting when people come into the store with an online purchase return, they will also purchase from Kohl’s.

With shopping days such as, Back to School Sales, Black Friday, Small Business Saturday, Cyber Monday, and all the other special sale days, it’s important to have a plan in place. The Edmiston Group has already planned a B2C sale for one of our clients for their August/September ads. It’s hard to think about Back to School in early July.

There are some important steps and planning that are required to have a successful holiday season.

  • Set clear, obtainable goals. It gives both you and your employees something to work toward. Have different rewards for reaching company goals. Keep everyone focused on the prize while working together to achieve the goal. Determine and communicate to your staff the different reward values for achieving larger and smaller goals. This will help keep everyone motivated and excited about the holiday season. Be certain to deliver the promised rewards. A pizza party or some Starbucks gift cards can go a long way. Always remember to thank your employees for a job well done.
  • Financially planning for the holidays is important to being successful. Most businesses or companies have inventory in stock, especially if you are a storefront or goods-based company. Perhaps establishing a line of credit will allow you to have extra available finances that are important to be able to purchase holiday inventory. Moving into the holiday cash strapped can leave a company short on funds to purchase the number of goods needed to get through the upcoming holiday.
  • Plan out any special events for each holiday. Will your office or business have a party for each holiday? If so, what is your budget for the party, where and when will it be held? How will you notify your customers about the special event? Do you offer customer reward programs and VIP events such as early bird sales or special discounts for family and friends?
  • Make sure your team is educated. Holidays are often a time of stress for consumers. Enable your customers to enjoy a pleasurable shopping experience with you by delivering a strong customer service experience. Keep your employees educated on your company’s goods and services, along with any specials or sales you plan on having. This type of communication enables them to deliver a strong customer experience to frenzied customers.

In summary… B2C make sure you have a plan in place for the delivery and sale of the newest, most popular products on the market. Financially prepare for purchase of needed inventory. Educate your employees on new products and upcoming sales. Communicate upcoming events to your customers.

B2B know your client verticals and their sales cycles. Target your message and identify pain points to become a problem solver. Be consistent in your marketing efforts – via shared articles, newsletters and social media.

You will find that with proper planning and execution, your business will yield the results this upcoming fall and into the holiday season.

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.

small-business-saturday

SMALL BUSINESS SATURDAY

by BlogCommunications

small-business-saturdaySmall Business Saturday celebrates and helps you discover small businesses. The Shop Small® movement began in 2011 and each year has continued to evolve and become a springboard for small businesses to leverage the holiday shopping experience.

According to the Small Business Saturday Consumer Insights Survey commissioned by American Express and the National Federation of Independent Businesses, in 2017, an estimated 108 million consumers reported shopping or dining at local independently-owned businesses on Small Business Saturday — generating roughly $12 billion in reported spending.

As shopping small catches on in communities everywhere, Small Business Saturday goes from a cause to a day of community celebration. In 2017, there were 7,200 neighborhood champions organizing shop small events throughout their local communities. These champions spread the word about shopping small and supporting local businesses and encourage fellow business owners to unite in a community effort to attract new customers.

If you’re an independent business owner, now is the time to think about how you can leverage Shop Small Business on November 24, 2018!

By garnering support from fellow business owners, you can save by:

  1. Combining monies in a coordinated advertisement. Participating business owners, share in the cost of a print ad resulting in larger ad size at a fraction of the cost.
  2. Branded marketing piece featuring event highlights. It is recommended that this piece is professionally created by a marketing specialist and cost shared. Then each business participating in the event will be sharing the same message.
  3. Coordination of branded social media imagery and messaging. For those of you who manage your own social media – a joint calendar of standard messages can be created and shared amongst participating businesses. Therefore, all participating businesses are sharing the same message.
  4. Leverage newsletters and email lists. Tell your customers what you’re planning and to save the date. With each business sharing the same information, your business reaches new audiences.

Perhaps you’re a service business and not a brick and mortar store. How do you leverage this movement? Find a group of businesses to partner with. Participate as a sponsor. Have a grand prize give-a-way and collect contact information for follow-up. Be a breakfast or beverage sponsor.

The Edmiston Group works with a number of small businesses. By leveraging the power of the #shopsmall movement and planning ahead, small business owners can compete. Social media has made has helped to level the playing field. Create buzz around your event and get shoppers excited to see what each business has to offer. Download your Small Business Saturday Marketing Assets today. Need help to plan and execute? Give us 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, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

emotional-selling

Emotional Selling

by BlogCommunications

emotional-sellingEmotions drive most of our decisions, and that includes what we purchase. Nearly a third of advertisers report success from emotional campaigns, double the amount of those who report success from rational campaigns. From the smell of freshly baked cookies triggering memories of hanging out at grandma’s house to a hysterical blog post making a reader like a brand even more, when an emotion is triggered, it nudges someone closer to or farther from the direction of a brand.

Being in tune with your customer’s wants and needs afford business owners the opportunity to bundle products. For example – buy a backpack and get a lunchbox at half price or grouping a free dessert with the purchase of an entrée and a beverage. We see it all the time, but as a business owner, we need to be careful we’re not giving away the store to win the sale.

Considering content marketing’s purposes include forming a connection with consumers that inspires trust, turns them into a lead, and might even spark a sale, the more brands can humanize their content, the more likely they are to incite an emotion that fosters a relationship between consumer and brand. If you’re not connecting with your customers how do you know what they want?

With Bissell Eye Care, the practice gives away a free book to children 7 and under who get glasses for the first time. They understand the how a child feels the first time they receive glasses and have partnered with a local author to supply a resource to the child and their parent.

A professional consultant often will provide a free phone consultation or an initial assessment at no charge. The consultant is willing to offer time to a potential customer in order to establish trust and begin developing a business relationship. Sometimes consultants provide a good better best program – offering tiered services with each service level.

Service bundling can also be offered through multiple businesses. For example – a chiropractic group can partner with a fitness facility each offering a package to their prospective members. Be certain of the business partner’s reputation and service capabilities before opening up your own customer list.

Bundle business for higher revenue. Keep close attention to your financials when bundling to be certain you aren’t giving away the profits. When partnering with a complimenting business, be sure they have as solid of a reputation as you do! Get creative, bundle your services and grow your business!

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, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Edmiston Group

Plan Ahead to Make the Most of Your Tradeshow (Part 2)

by ArticlesCommunications

Getting ready for a trade show can be overwhelming, but with the appropriate direction, pulling off the perfect trade show can be as easy as 1 * 2 * 3.  In part 2 of this 3-part series we focus on creating the perfect Display for your Booth.  Part 1 (Marketing Materials)   Part 3 (Promotional Products)

Step 2:  Prepare Your Booth with the Perfect Display

“3 Seconds!  That’s how long you have to capture the attention of a potential customer.  Grab it with an eye-catching display”

We talked with Lynne Arrington of Speedpro Imaging in Cranberry Township regarding best practices for selecting trade show display items.  Here’s what Lynne had to say.

Q: How far in advance should exhibitors contact you for new displays?  Lynne:  The ideal answer is the sooner the better.   6 – 8 weeks gives time to think about options and get feedback on proofs. Even when updating graphics on an existing display, time is needed to order replacement hardware.

Q:  What budgeting tips can you provide for deciding which display items to purchase?  Lynne:  Before selecting a display product, think about how long you will be using the display and for what purposes.  Do you want the display to be used repeatedly?  Can you repurpose the display and use it in your store, at a chamber event, at presentations?   Should the display be portable, should it have changeable graphics?  As an example, retractable banners stands can used to promote your brand or can be made for use with additional graphic cartridges that will promote a rotating theme or promotion.   Your expected usage will help to determine which display will best fit your needs.

Q: What is your #1 tip for creating the perfect display?  Lynne: Hone your message.  Your message should be simple, your graphics clean.  You have 3 seconds to grab someone’s attention, so you don’t want to overload information.  You DO want to pique interest.   Once your display has caught your potential customer’s attention, your trade show rep can get to work determining the best way to be helpful.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group ~ The Edmiston Group provides 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, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business growth.