Display Mistakes to Avoid

Trade Show Display Mistakes to Avoid

Creating a successful trade show display requires many actions: choosing the right exhibit company, selecting your target audience, selecting design features, simplifying text, and more. However, avoiding certain activities can also contribute to more profitable custom exhibits. Avoiding these mistakes is an important part of creating the highest quality, most affordable display possible for your business. Here are a few of the most common mistakes exhibitors make that can impact the success.

Failing to Read the Exhibitor’s Manual

You should receive an exhibitor’s manual for every trade show at which you register. This manual is an exhaustive list of the rules and regulations that govern your time at the trade fair. For example, it should include the deadlines for renting equipment, the types of lighting that are (or are not) allowed at the show, the kind of technology that the event can support, and so forth. If you read it carefully, you should know everything you need to successfully exhibit at that show.

Unfortunately, many exhibitors fail to read this manual, out of boredom or a misplaced confidence that they already know all of the rules. The truth, however, is that each trade show has its own unique rules that can impact the design of your display booth. For example, rules about the height of your custom exhibit, the types of lighting allowed, and delivery deadlines can all impact when and how you design your display. Reading the exhibitor’s manual before you begin the design process with your exhibit company can equip you to make decisions that comply with your trade show’s rules.

Choosing the Wrong Sized Display

Another common error also occurs before the design process even begins. This error involves choosing the wrong sized display. For example, if you reserve one booth size and build another, you might end up with custom exhibits that simply do not fit. Alternatively, your booth space and display might match, but the size might not fit your needs. For instance, exhibits that are bigger than necessary can eat up so much of your budget that you have nothing left with which to design your large display. Plus, if you go too big, you risk having a display that looks empty because you simply do not draw enough visitors to make the space worth it.

Alternatively, small displays can leave your booth feeling overcrowded. And an overcrowded booth can discourage visitors who otherwise would have stopped by. Or, it can make you look insignificant if your competitors bring larger exhibits. Plus, while you are likely to save money with a smaller booth, you may find that a small booth does not fit your business’ needs if you happen to grow quickly over the course of a few years. The key is to select a booth size that meets your needs, gets your audience’s attention, and leaves you enough money to build a unique trade show display.

Failing to Plan Ahead

One of the most common mistakes made by exhibitors is failing to plan ahead. Just building a unique trade show display requires 6-8 weeks of construction. Fleshing out your vision and creating and refining a design take even longer. A good rule of thumb is to give yourself and your exhibit company 4 to 6 months to complete the process of creating custom trade show displays. Any less than this, and you might not get your display on time. In addition, a failure to plan ahead can mean missing deadlines at the trade show (such as for trade show equipment rental or delivery windows). Or, it might mean losing out on the lower rates for reservations, materials, and services that are available to people who request them ahead of time.

Failing to plan ahead can also result in a less effective custom trade show exhibit. For example, if you do not develop a marketing strategy and set goals for your display, it will be difficult to create a display that meets your trade show needs. Without set goals, an understanding of your target audience, and a focused message, you are unlikely to attract the leads you need to make your time at the trade show worthwhile. Planning both your marketing strategy and your display needs ahead of time can lead to a less expensive but more effective custom trade show exhibit.

Focusing on Cost Instead of Quality

Creating a unique trade show display on a budget can be a challenge, especially if your budget is small. That is why many exhibitors try to build their displays with the least expensive materials and the cheapest design services out there. They hope to achieve a successful trade show display without overspending.

Unfortunately, this strategy rarely works out. By using cheap materials and cheap design services, you risk getting what you pay for: sub-standard designs that wear out quickly or do not work the way they should.

Instead of making cost the most important element in your design decisions, consider making quality most important. This might mean that you have to build a smaller disp

Direct Mail Outcome

How List Brokers Enhance Direct Mail Outcome

It’s the task of an experienced list broker to find the best names for your direct mailing process. Apart from researching and recommending emails for you, a list broker is a professional expert who handles all kinds of paperwork and other details needed for acquiring the information. However, contacting a list broker is a sure shot way to boost, direct mail results, as list builders know the industry. The organizations they work for have studied and tested an infinite email database. Therefore, according to B2B technology copywriter, Alan Sharpe, working with a qualified mailing list broker is quite important for your business.

Email marketing is one of the most important marketing strategies to generate leads today. But it should be conducted properly; otherwise, these services might fail to enhance your chances of generating more leads. So, email list providers, who provides mailing list brokerage services is quite important for your venture as they ensures that the database provided is good enough to help you earn additional returns on your investments. Apart from identifying profitable segments on unlikely lists, list brokers assist you to build a matrix for testing your mailing against other lists.

Let us take the example of a typical Rental transaction; suppose you contact a list provider that specializes in lists for the kind of buyer, you require, apart from describing about your ideal customer, you explain the list provider about your venture and what you sell. You highlight the list provider about your following requirements.

– The number of names you want to order.
– If any “selects” you want
– The exact time when you will email your piece
– When you want to get the names
– Where you desire the names to be sent

After knowing your requirements the list brokers formulate your list and send it to you or your letter shop or service bureau. Your letter shop or service bureau unlocks your reply device and other components, so you can follow the results of this mailing back to this list. Now you can mail your package to the names on the list. By adding the names to your database, you process each order you receive, and declining each new customer record to note the list, package and offer used to get the customer.

Event Marketing

Why Brands Need to Invest in Event Marketing

It has become very difficult to really connect with the consumers nowadays on digital channels as social media has jam packed the connectivity mediums, making the messenger nearly useless. The message imparted by the brand should make an impact as compared to the other messages by different brands as there are millions of users who keep a check on the same. On the other hand, brands are also competing hard with the audiences, social circles, family and friends and continuously share text, emails, newsfeed etc.

This overloading of information has made the consumers become too choosy and particular regarding the content they get engaged with and this raises the bar for brands when they compete hard in getting digital attention from the users. It is really important to stand out and make a different impact with today’s digital consumers and the solution lies in event marketing.

Why should you choose event marketing?

The biggest drawback of digitalization is that its impact is not long lasting and it has a low recollection value when it comes to making an image in the minds of the consumers. You can remember the image of any product, its specifications and features but you fail to remember the brand name of the product. You usually forget about the online ads that you visit. The brand recall is much more in traditional markets, particularly when there is a substantial brand experience.

So as to make a difference in the market and earn a desired place in the minds of customers, brands and agencies desperately need viral connect and they need to have a long lasting experience and impactful activities. This strategy is all about enabling the personal connect between brands and customers by various methods. They create real life experiences that are worthy of sharing. Such experiences merge digital and real experiences so as to craft strong memories and make an impactful connection between brands and its consumers. Event marketing makes such an experience for the consumers that are worth sharing and you can later share it in the newsfeed and among all your networks.

Loyalty Programs

Customer Loyalty Programs – Lifting Your Sales

In order to maintain the increase in sales and profitability, both traditional and online merchants have to come up with innovative ways to bring about an increase in their repeat shoppers. One such method to increase repeat consumer business is to implement effective and attractive loyalty programs. Loyalty programs depend on the business concept where profitability can be increased when the loyalty customer based is well maintained. The most productive loyalty program is one which convinces customers that they will be well rewarded if they spend more on the targeted product or service.

Let us examine how these programs help in increasing repeat shoppers:

• Like gift cards, these programs buy a certain number of items and avail a free gift or offering a discount on the next item coupon will encourage your customers to come back to the retailer and shop more. For example, when a customer needs to purchase 5 bags of an item to avail one bag free, the business makes more money on selling the 10 bags rather than losing the money on 1 free bag. This is also true in case of cash back and discount loyalty programs. Examples of these are the points programs and the frequent purchase programs to name just a couple.

• The number of customers who are on the lookout for free shipping while ordering online is on a never before high. Here offering a loyalty program where the customer is offered free shipping is an ideal and sure way of increasing repeat purchases.

• One of the greatest and free ways of advertising is through word of mouth. A customer who has experienced a positive experience or is already participating in any kind of loyalty program is most likely to bring in a friend into the business who will be keen to be a part of the program. It doesn’t matter that you offer reward points, discounts on items or cash back, offering the customer what they value most will naturally lead to a sure increase in the repeat purchases.

• Loyalty programs are seen as proof by the customers that you value and appreciate their patronage. Consumers look forward to getting rewarded and are more likely to come back and spent more. This loyalty is established encouraging for a large and healthy loyalty customer base. The investment that an organization makes on a reward program is far less than the profits that are obtained since they are sure to get a substantial return on their investment.

More and more businesses are turning to introducing and establishing loyalty programs as their effectiveness and success has been proved beyond doubt. They have realized that it is more profitable to retain their existing customers than it is to try and find ways to attract new customers. They help to motivate customers to shop more often, thus spending more money. In these hard times it is practical to make the best of every marketing tool that is available. Effectively and successfully implementing and managing a loyalty program will not only increase repeat customers but, will also help to build a brand and a loyal customer base.

As a tool for increasing retail marketing, reward programs are becoming very popular among customers. Loyalty cards act as an incentive for customers to purchase from a particular store. When they are offered bonus points, customers will choose that particular store over just another one, helping businesses to build a solid customer loyalty base.

Market Smart During

How to the Holiday Season

Most companies and individuals enjoy receiving cards in the mail. They tell us that someone is thinking about us or appreciate us, and add to the sense of joy during the holidays.

Many people have their cards on display throughout their homes and places of business, presented on the fireplace mantel or strung across windows. Why not have one of your personalized holiday cards added into the mix of holiday decorations.

Whether you are B2C or B2B, if you aren’t doing so already, send out festive cards printed with your logo to your current clientele. A simple card is the perfect way to show your appreciation to your clients, and your vendors as well. Everyone enjoys receiving a traditional holiday card and your small token of thanks will be repaid by having that card displayed for all to see. You never know who else might see your card and be interested in your product or service

Now is also the perfect time to introduce yourself to prospective clients. Many businesses may be able to make a powerful and personal impact this upcoming year, that all started with a simple Season Greetings and business card.

You can enhance your existing client database by talking to a list broker who will be able to find new consumers or businesses within your area to send greeting cards to. You will also have the option to add selects and better target your prospective customers. Experienced list brokers have access to thousands of effective B2B and B2C mailing lists. Whether you are a small, independently owned business or a large corporation it can’t hurt to spread a little holiday cheer to new prospects, especially if you are already planning to send out cards to your current clientele.

Be sure to have your logo printed somewhere on the card, but not to big. You want the festiveness of the card to be the focal point, so it will be put on display. Your logo is the secondary focal point, so you will be remembered.

You don’t want the card to be a full on advertisement of your business or service. Then it becomes no different than a promotional pamphlet or postcard, and will go unnoticed amongst the holiday joviality. If you have marketing material you want to present, stuff it inside the card. You can include a pamphlet advertising your business or include a New Year’s promotion. You can take it one step further and include a small gift, like a branded pen or something similar. You may be surprised how far a small gift can go!

Remember, massive amounts of mail get sent over the Christmas period and in the process many items get lost or delivered late. The earlier you get it out the more chance you have of it being opened and put on display.

Below are the list of holiday mailing deadlines for Canada Post and USPS.


Standard Post — December 15
First Class — December 20
Priority Mail — December 20
Priority Mail Express — December 23

Canada Post:

Local Delivery — December 19
Within Province — December 18
Outside Province — December 17
Outside Canada — December 12
Outside North America — December 5