pmt digital brochures

Will the printed book never die

I sit here in my home office staring at the book shelve on my wall, full to bursting with graphic design, cycling and Illustration books, my chosen passions in life.

I ask myself one thing, if everything was in digital format what a loss it would be to never flick through a hard copy book again. For books have a certain beauty within that the next generation may never appreciate in full, with kindles and e-books the staple diet for book worms. My collection of books as my cd collection could easily be stored on nothing smaller than a postage stamp. A kindle would certainly free up my wall space and room clutter but at what sacrifice? (more…)

How to reach your clients and communicate with them

We all receive annoying e-newsletters, sometimes not even subscribing to them.
Having a demanding email in-box the last thing we want to do is open another one of those newsletters. However if you target the correct customers and send them relevant information they will find useful they will click through or even follow up as a sale.

Providing clickable links to certain regions on your website will allow the reader to click on more information as they feel required. Don’t forget to have these links visible and presented clean and clear.

Keep your customers updated

Avoid the hard sell all the time, send your subscribers occasion business and company updates. Maybe your business has had a birthday or a new member of staff. A good example is a business i do regular e-marketing for Roller banners based in Cambridgeshire, UK. I send out a recent e-shot just to show some examples of work and new machinery to make the business more proficient.

Keep it clean, keep it legal

The data protection act is a guideline to adhere to, make sure all your e-shots contain a small link at the bottom to allow users to unsubscribe, this is the law so stick with it.

Design your e-news to avoid being spammed and chucked into black lists, avoid using long hard selling subject titles, random copy full of keywords and large images.

How often

Sending an e-shot to regular will only result in an unsubscribe or spammed, sending less frequent could leave your customers wondering if it is spam and delete it. Golden rule is don’t send more than one per week, once a week or fortnight with an offer a month should be enough to keep the subscriber content.

At Roller banners we use marketing to its full potential, why not contact myself to provide the service for your business. 

The history of the business card

 

Hidden behind other cards in your wallet, these small cards usually sit in your wallet for weeks on end only to appear if you have met someone you would like to share your contact details with, either a business acquaintance or potential client.

Deemed as inconsequential pieces of paper business cards have a long established history which most of us don’t appreciate in modern times?
Born in 17th century Europe, business cards were used to advertise and announce aristocratic people arriving in their town. Shaped similar to a playing card they became well used by the middle of the century by aristocrats or prosperous folk. Techniques changed through time with cards becoming more luxurious, engraved gold, lavish fonts and highly decorated. The middle classes all had business cards; you were practically non-existent without one.

Homes had card trays specifically placed for callers to leave there cards in, ornate in construction these trays became the norm, any visitors would simply leave there card before they departed company.

19th century
Cards were presented visiting a house (social cards) the card tray was presented to the visitor and cards were placed in the tray as a matter of etiquette. The card tray is taken away to be delivered to the head lady of the house. She would examine the card and its content/presentation to get a first impression of the visitor. Design and fold of the cards illustrated who the card was for. Folder corners were for a specific person of the house, folded in the centre were for all family members. Lettering on the card had meanings, P/C stood for condolence call, P/F for a congratulatory visit. Cards were also used in trade meetings across the UK.

Formal
Formality changed in the industrial revolution, visiting and trade cards merged and giving out on informal meetings as well as trade or business The UK upper class had a diversion to informal card, however in the USA there use increased and became widespread.

Modern times

Business card snobbery became dissected in time, etiquette had vanished but some rules still apply today. Cards are not presented loose, no writing on the card face and presented in the left hand.

Today’s business cards are expected to display the name of the card holder, title, company with which they are employed or director and any relevant contact information (Address, telephone, fax numbers and email address/s.) Business logo are used with marketing strapline’s.

Traditionally business cards are printed black onto ivory or white board, modern business cards are heavily graphic designed, some even using a double sided print to make use of the cards reverse for other company information.

Article by Rob Steele – large format printing services

#no no 1 – Failing to create marketing goals

A goal is the sole purpose for exhibiting; your goal has to be measured after the show to evaluate if the exhibition is a success or failure and whether you will be exhibiting again at the same show or your marketing plan will alter to increase success rates. The goals can be run in line with your company’s whole marketing objective.

#no no 2 – Failing to build a brand awareness at your stand

Your stand is your shop window, branding must be consistent and followed across the entire display stand, your stand graphics, leaflets, brochures and any marketing literature should reflect the same style.  Consistency is important to create a strong brand to be remembered by your visitors. The purpose for an exhibition is attracting visitors to achieve the company’s marketing objectives. Enhance memorability, visitors remember graphics/key messages make your stand bold and graphic heavy, visitors don’t read columns of text at exhibitions. They need to be able to read your message quickly and understand what your business services offer in an instant.

Remember- pictures paint a thousand words, text will be forgotten quickly. Create a stand that is open and friendly so visitors feel welcome and comfortable enough to step on and open discussions.

#no no 3 – Failing to create an incentive will loose visitors

Have an incentive, visitors like an incentive when coming to your stand. You may not have a prize or free offering but a new product or technique will create an interest. Remember your stand is surrounded by competition, what makes your stand different to any other business or business incentive.

Think out of the box, learn new techniques or look at ways you could show off your business from different angles.

#no no 4 – failing to have a lead follow up plan

Once your exhibition has finished and hopefully successful with sales leads a plenty do you have a plan to follow or chase the leads up. Strike while the iron’s hot contact the hot leads, don’t let management duties prevent you from contacting the sales leads. The best time to plan follow ups is before an exhibition. Inform your sales team before the show that you will be distributing contacts to follow up and create a database to allow reporting on follow ups. With the right system in place you will know which show has been a success and rule out the ones that aren’t

#no no 5 –  failure with promotional items and giveaways
offer your visitors a free item or handout, it will entice them to come to your stand.

Promotional items should be memorable, interesting and create a recognition of your company. Creating a memorable giveaway can be highly creative. Consider your target audience, what would your customers need for their business. A good idea is to target specific customers with promotions targeted specific groups of customers. You could have a different incentive or promotion for different visitors. A thank you is a good gift for your visitors, give away a goodie bag with promotional items (desk calendars, pens, magnets) all with your company branding. Speak to your large format printing services company they have experience with shows and promotions.

#no no 6 – failing to realise your staff are your marketing force

Your team or the employees on the stand are your main sales force. The team must be trained in your product, be very welcoming and professional. The team must be professional and interact with your visitors with ease.  They are representing your company and everything it stands for; the team are carrying your image. Don’t oversell just talk when the visitors require your team to. Overselling can be very off putting. This results to bad reputation at the show and loss of leads.

Exhibitions are the one place to get your brand/company or business noticed to customers so it has to be right to make sure it is a success. At PMT Digital we are very experienced in helping our customers get the most from their exhibition from concept to design and installation.

Here are some sure-fire tips to make sure make your exhibition a success.

  1. Plan your exhibition as early as possible.  It’s always safe when you have time. You just never know any circumstances that might happen like getting sick.
  2. Get a graphic designer involved at this early stage, some graphics require time to create. Make sure you commission a good creative designer after all this is the most important part of your exhibition stand.
  3. Now you have your graphic designer next stage is the exhibition stand itself, you will need to know the floor space your stand will be occupying and how big the stand can be.
  4. Find a large format printer and ask their advice, they can help you with the choice of stand and once you are happy you can get the sizes for the stand to brief the graphic designer.
  5. Once you have the design signed off send these to the printer or ask the designer to they are used to sending print ready files so this might be the best option.
  6. Once, you feel that you’re  almost on the last leg of logistics, assign a designated person at your booth the day before the official opening to meet with your Marketing Director or whoever the manager of your company’s tradeshow.  Get his mobile and give your manager’s mobile. It’s always smart to check everything on site before the big day.
  7. Last checklist. Create a checklist for your IT person for equipment that should be brought to the tradeshow.  Don’t forget to test the electronic equipment before packing it.  Secondly, create another checklist for your collaterals.
  8. Go to the stand before the show and make sure you are happy with it all and the setup this is extremely important, you are paying alot of money for this stand so it has to be 100% right for the business.
  9. If you are not going to the tradeshow keep your phone on.  Just in case your colleague needs something that needs to be shipped immediately from an enquiry or just have an important question , you can take action as soon as possible.

Hope these tips will help you have a very successful exhibition.