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What Every Small Business Needs to Know About Marketing
Special to The Truth
For small businesses,
smart marketing is crucial for success. But what does that
mean in today’s fast paced, highly wired world?
While online and mobile
communication has gained importance in recent years, experts
say that face-to-face engagement with people who matter to
you and your organization remains invaluable.
“In a crowded marketplace,
making a positive and lasting impression is crucial,” says
Skip Cox, board chairman for the International Association
of Exhibitions and Events. “There’s no substitution for an
in-person meeting.”
No matter the size or
focus area of your business, exhibitions, trade shows and
other forms of face-to-face meetings can be a powerful
business tool, helping with sales, networking, education and
business research.
But how do you make the
most of your time at face-to-face events? Cox is offering
some top tips:
• Socialize: Before the
event, identify who you want to engage with while you’re
there. Engage those individuals in online dialogue --
retweet them, reply to their messages and join their groups.
This will make the initial in-person conversation easier.
Social and mobile media can help you take conversations from
online to offline and back again.
• Be more than your booth:
Your booth is not the only presence your brand has at an
event. Without going too far or coming across as
unprofessional, wear something that aligns with your company
to help you stand out. Consider the standards of your
industry, the image of your business and the tone of the
event, and find something that fits with you and your
business.
• Connect your
connections: Introduce people who may benefit from knowing
one another. Both parties will be grateful to you and you’ll
be known as someone who “knows people.”
• Promote: Get your name
out there. Use promotional products strategically.
Investigate sponsorship opportunities.
• Play by the rules: Don’t
take advantage of the audience attending an official event
by creating non-affiliated concurrent activities or events,
or use public areas to drum up personal business without
actually paying to participate. This will only build
negative buzz for you and your business.
• Strategize: Making
connections is half the battle. Making the right connections
is the more important half. Do your legwork so you can
figure out exactly who you want to target.
Whether you’re just
starting out or you’re a well-established player, getting to
know the people who matter can help your business.
• Ask, don’t assume: Many
event organizers are familiar with the struggles startups
and small businesses go through and will often work with you
to find ways you can participate at a price you can afford.
Don’t let perceived cost deter you; ask event organizers
what your options are as even a more limited presence can
help you find a wealth of opportunities at a fraction of the
price.
Courtesy StatePoint
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