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Tuesday, April 16, 2019, 02:09 | No Comments »

You Want More!  When you’re starting a new business - or strategising to grow an existing one, competition can be intimidating. Competition is a fact of life and business, and it will affect every aspect of your planning, from pricing to promotion. 

Finding customers is always going to be critical when you’re launching or growing a business. We used to worry when there was a lot of competition for our product or service, but these days we also need to worry about competition in general for our attention. 

So how do you get the attention you need for your product or service? It’s easy to daydream that someday, you’ll have a moment of inspiration and dream up a product that is so unique it’ll have zero competition. However, even the most innovative new products or services will eventually face competition as others enter the market. There’s really no use holding out for that perfect, competition-free product. Instead, if you have a business idea you’re passionate about, there are ways to succeed even in a crowded market.

There are numerous ways to do it, from social media marketing to SEO to traditional marketing to selling at pop-ups or trade shows, and which ones work best will ultimately depend on your business, your customers, and you. 

Yep... you need to do some work

Today’s consumer is both picky and savvy. Between flash banner ads, spam emails, colourful billboards, repeating ad pop ups on social media,  the dreaded embedded digital ads in web articles, big data, AI tracking every move online to present custom ads, privacy breaches and concerns, consumers can become numb to the barrage of marketing efforts and in some cases negatively affecting a customer’s experience with a brand. 

Marketers, social media platforms and devices are all trying to out-manoeuver each other with sellers continually finding ways to engage and consumers trying equally hard to avoid them. But the cat-and-mouse game has reached a critical point, especially as devices have gotten smaller. Ads have become so annoying, consumers and industry executives say, that they could sink the internet if they were not also helping support it. 

For a business today, there is a high level of pressure to spend more and more with a plethora of ‘pop-up experts” experts with an ever increasing choices to make, that sometimes, this can confuse a business owner to the point of making no choice at all.

Yes, you can outsource this, but without a basic understanding of what you are doing, you can easily lose control of your marketing spend, be disappointed or worse, ripped off. 

‘Pop up experts’ will try to sell you into the one line/thing they have got a handle on, and that may not be the right bait, pond or fish for you. Many a business has been burned by marketing and social media promises made to them in the past, so it is worth putting in the time yourself as nobody knows your target audience better than you.

1.      Analyse your Competitors.
You need to know your competitors and their products and build a competitive edge that you are proud to showcase. Know what they are offering, buy it, take it apart, and find gaps in their product, messaging, retail distribution, target audience. Do they miss local? Are they selling only retail and not wholesale and vice versa? Do they only market online? Are they only on one social media platform? Analyse what they are doing, know your own audience and don’t follow them – yes, sometimes even big brands get it wrong. Analyse and think critically about what they are doing and either do it better, or do it differently. But, have a strategy, and do it well.

2.      Use multichannel marketing.
Multichannel marketing refers to the practice of interacting with customers using a combination of indirect and direct communication channels and media – websites, retail stores, mail order catalogues, direct mail, email, mobile, advertising, networking, social media, etc. – and enabling customers to take action in response – preferably to buy your product or service – using the channel of their choice. In the most simplistic terms, multichannel marketing is all about choice. 

Multichannel marketing is important for the simple reason that you must be where your most relevant customers are. The end goal is to capture an audience’s attention in a unique and memorable way. In an ideal world with unlimited resources, your company would have helpful and relevant content on every single channel. But since you’re not Coca-Cola, you have to be strategic about targeting, so you can sustain these efforts to grow your business. 

3.      If you have a product, get it in customers’ hands.
Besides multichannel marketing, if you’ve got a product, get it in your customers’ hands. That’s one thing successful brands have done well. Because you can be confident that your product is better than anything out there, but when you’re a new business, you can’t just tell people that. You have to show them. Gift products, sponsor events and give out free products saying “Try our product, we’re confident you’ll love it and come back.” This strategy works once you’re truly confident that you’ve got a product that stands out in the marketplace, so the time you invest in competitive research and product testing is the cornerstone of this strategy. Once you’re there, you can focus on finding opportunities to hook new customers and win loyal fans for your brand by relying on the strength of the product. 

4.      If you have a service, get it in front of your potential clients consistently.
If you have a $70 product, the barriers for people to buy that item is a lot lower than for someone to trust their life savings for advice with a financial planner. For a lot of service industries trust will be a crucial factor. What builds trust? Familiarity and consistency. Network. Do Trade Shows. Get in front of your community. Sponsor sports and community groups. Lend out or donate branded marquees to sports and community groups, brand your car, put signage out in your community to be seen each day. Great branding is crucial to a service industry. Great branding builds an asset for you. Engage a professional to develop your brand, as unfortunately too many businesses these days are posting pretty pictures and are measuring popularity rather than penetration and conversion.  Facebook now sees 8 billion average daily video views from 500 million users and Google processes 100 billion searches a month, your budget may expire if used incorrectly, without gaining you the necessary familiarity and consistency needed for trust. If you are developing a brand and want to delve deeper into success tips, ask for the free E-Book by Big Bold Branding “Making Sense of Multi-Channel Marketing: Fish Where the Fish Are”.

 5.      Use competition to inform and inspire.
When you’re taking your first steps into a competitive market, seeing all of the polished, established brands in your space can be intimidating. You should never compare your step one to someone else’s step 100. Do what you can with the budget you have and do it really well, and manage your expectations so you don’t lose traction. It is next to impossible to launch with a brand that is going right into retail stores or a service or platform that will be signed up by new clients straight away. Get the word out there, establish your brand and deliver a great product. The rest will come. You just have to be confident and realistic. If you’ve got a good understanding of the competition and you’ve invested time into refining your product or service to fill a gap in the market, you’re ready to start selling. The rest will come.

What to do now?  Return to Home Page for Links to Subscribe, BBB Shop, BBB Hub, Product Orders and Quotes

 

How can I get my free copy of the E-Book “Making Sense of Multi-Channel Marketing: Fish Where the Fish Are”?
It’s simple, go to our online shop and register for a free account. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:
www.bigboldbranding.shop

 

At Big Bold Branding, we can provide you with branding, brand packages, marketing and much more designed to build brands as assets and to make you look amazing.

#bigboldbranding #wemakeyoulookamazing #designdigitalprintpromotionssignage #branding #logos #brandpackages #marketing #design #printdesign #signage #websites #social media

 


Tuesday, April 16, 2019, 00:37 | No Comments »

 

Do you remember the song “I’m too sexy” by Right Said Fred? We laughed, sang along (even if it was only in the shower) but we noticed. So how do we get that level of confidence in promoting ourselves? It comes down to planning and preparation.

The fashion industry is a great example for businesses to examine and take the best from. This industry is highly evolved, well organised, and very, very, very profitable. One of the keys to their success is trade shows. Yes, they call them much sexier names, but they are still, simply, exhibitions. Getting their product physically in front of a target audience in a concentrated environment so they can look, feel and choose. Then inviting people to come along and talk about, raise brand awareness and buy their products.

So if you’re not Alex Perry, Sass and Bide, Lisa Ho or the Zimmermans, or even into fashion, how can you do this too for your business?

Fortunately, if you look at each city and even regional centres, you will find well attended convention centres. Trade shows are a big avenue for promoting a business for both large and small businesses and there are a wide variety to suit either business to business (B2B), business to consumer (B2C) or specific industry trade shows.

Whilst the fashion industry plans their business seriously in advance, highly successful businesses have marketing calendars in place for 12 months in advance. Planning a successful trade show requires organisation, creativity and resilience. While most business-to-business (B2B) organisations measure trade show success by the number of leads, opportunities and return on investment (ROI) that come out of an event, the level of effort that goes into it ultimately determines its success rate. Trade shows are a huge investment for a company. So, you need the metrics to prove why it is an effective tactic in your marketing wheelhouse.

Here are ten tips in planning to ensure your trade show is a success:

1. Plan far in advance.
One of the most important things you can do before a trade show is to plan well ahead of the scheduled time. It is never too early to start. Popular trade shows can be booked out, some have exclusivity or caps on the numbers of businesses per industry that are allowed, and some offer incentives and discounts for booking in advance.

2. Look for Opportunities.
Research what is in your area well ahead of time and if it matches your target market, get in early. You can then schedule in time to organise your stand, your materials, your strategy and campaign – without stress.

3. Pre-Show Campaign Planning.
Now it’s time to create something to be excited about. Can you launch a new product or service around the same time as the event? Do you have big news to share during the week of the show? Do you need to print product sheets and order giveaways? Start preparing emails for the trade show at least four to six weeks before the event. You will want to inform your audience of your presence at the trade show and use your communication platforms (social medial, website, blogs and emails) to announce any important news, teasers and opportunities to meet the team.

4. Prepare a Run Sheet and Logistics Document.
Create a run sheet and logistics document to ensure nothing is left out and expectations are communicated. The document should include phone numbers for everyone on your team in case you need to contact them while on site. Print out a few copies and make it easily accessible on a mobile device for travel.

5. Prepare the team.
An effective tool in trade show preparation is communication. For larger companies, various teams typically attend trade shows, including marketing, sales and the executive team. Make sure everyone is on the same page and has all of the relevant information leading up to the event. Include meetings and booth hours on everyone’s calendars (and in the correct time zone!).
Invite everyone who will be attending the trade show to participate in a “prep call” the week before the trade show is scheduled. Prepare a slide deck and include housekeeping items such as the hotel, venue, booth hours, dress code, etc., as well as an overview of scheduled booth meetings and networking events.

6. Schedule pre-show booth meetings.
The most successful trade shows are the ones where sales and marketing worked together to pre-schedule booth meetings with prospects, customers and partners. Set a realistic goal for your team (e.g., use last year’s pre-scheduled meeting number as your benchmark and increase it by 15%).
In addition, create a shared calendar to give the sales team visibility into the booth schedule so they can see which who will be available during each day of the trade show.

7. Be active on social media.
Post photos from the event to your social channels before, during and after the event. Invite attendees to stop by your booth to enter a contest, pick up a giveaway or watch a demo. Make sure to include your booth number and event hashtag so attendees can easily find you.

8. Provide giveaways, activities or competitions
Remember, relevant and fun giveaways equal more traffic. Invest extra money in a giveaway, activity or competition to attract attendees. Get creative in your offerings. I have seen everything from slot machines with cash prizes to frozen margaritas. Everyone loves food. We have used a candy bar for “Sweet Deals” available on the day. Rent an espresso machine or ice cream truck and invite attendees to come and hang out in your booth if you can match that to your campaign. This will help break the ice, opening up conversations and, hopefully, qualified opportunities.

9. Capture, capture, capture!
During the opening day of the trade show, meet with your onsite team at least 30 minutes before the doors open. Make sure they know the layout of the booth, giveaways and activities to promote and how you are going to capture leads. Show them the forms, devices and how they work. Let them try it. If the event has badge scanners, demonstrate it and let them try it. You will be surprised at how many badge scanners vary from show to show. It is also important to take advantage of the scanners that allow you to type in notes after your conversation. This will help your team with post-show follow-up. Make sure your team don’t get caught up in social and they have a spiel to capture their information.

10. Debrief and follow up.
Schedule a debrief call with your team after the trade show. Take notes on what worked well and opportunities for improvement. Did you have a good booth location and enough traffic? Did your messaging resonate with attendees? These notes will be helpful when determining what to change as you begin planning for the next trade show. Post-show follow-up is crucial. Make sure all leads are uploaded into your customer relationship management (CRM) system and shared with your sales team within 48 hours of the conclusion of the event. This data provides insight into booth traffic, number of qualified leads and potential opportunities for your business. This action can be used to build historical data related to trade shows and provide justification for attendance at future events.

What to do now? Return to Home Page for Links to Subscribe, BBB Shop, BBB Hub, Product Orders and Quotes

 

How can I get my free copy of the E-Book “Making Sense of Multi- Channel Marketing: Fish Where the Fish Are”?
It’s simple, go to our online shop and register for a free account. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:
www.bigboldbranding.shop

At Big Bold Branding, we can provide you with expo packages, marketing and promotional giveaways ideal for any event to make you look amazing.
#bigboldbranding #wemakeyoulookamazing #designdigitalprintpromotionssignage #events #exhibitions #tradeshows #exhibitionstands #marketing #design #printdesign #signage


Monday, April 15, 2019, 22:56 | No Comments »

Exhibition Stand

It can be like a 'Game of Thrones' battle for supremacy, but putting dragon fire aside, these 12 proven tips can ensure your stand attracts plenty of interest – and the right type of visitor:

1. Look and Feel. Ever stood in front of a shop and gone "Nope, not going in there". The signs were faded or peeling, the floor wasn't the cleanest, it looked tired... or something stopped you from entering.Your stand is the same - it is your shop window – a direct invitation to “Come on in!” It is essential that you create a professional and inviting display and to draw attention to your stand – professionally. Simply, you can’t land a quality or life long client using home print outs for your signs and posters and cheap business cards. It is a misalignment of your message to your market. Use professional signage, posters and products to cut through the noise of all the other displays in the area. Make sure the designs are professional and consistent throughout all of the elements at your exhibition stand. If you get the look and feel right, you will attract the right visitor, and you won't get that "Nope, not going in there" response from visitors.

2. Small is Beautiful Too. We know - we're all about being big, bold and beautiful with your branding, but exhibiting is about having great ambitions, not huge budgets. You've heard the saying "It's not the size, but what you do with it that counts", and that applies to exhibition space too. Don't get carried away with the idea that bigger is better. Small stands can work well if they are focused and professionally branded. No matter the size - go for instant brand recognition by displaying your logo or branding that attendees are most familiar with. If a particular product line is more well-known than your business name, put that front and centre.

3. Less is more. Consider the space you have and create a display that works and caters to that amount of space. Most exhibitors fall into the mistake of trying to over decorate and over stimulate their audience with lots of different elements, leaving their stand looking very busy and over the top. Express your vision with clarity and consistency as it will be more successful and pull focus on you and your services.

4. Budget. Be careful with your budget and don’t blow it all on furnishing your stand with new or expensive materials that can only be used once. The extra money you save can be put towards quality marketing material that keeps you in front of your visitors long after the trade show has ended. 

5. Be Flexible. Been doing those stretches at the gym right, because Pete your PT guy tells you flexibility is the key to fitness and a long life. Same, same for exhibition stands. Different venues will  offer a variety of partitions, side walls and  back walls, so flexibile and reusability are key to making your money work the best for you. Stands can be custom built. Fixed or portable stand solutions are available in the marketplace, but custom build stands typically cost more to built, pack, ship and store. Portable solutions such as expo packs, pull up banners, collapsible expo walls and media walls can be used with lower costs and in most cases designs can be updated if you hold onto the hardware. This means your investment can be used over and over.

6. Location. Location. Location. Have a chat with your event organiser and see if you can negotiate the best possible location of your stand as the placement of your display can determine the success of exhibiting. If the stand location is offered on a first in best dressed basis, don’t delay with your booking. Be sure to grab the best area, at a price you can afford. There are some tricks too... use pull up banners to form side walls, turn them to face oncoming traffic or the entrance, and make sure your table is covered and branded so when people are looking down an aisle, your branding can be seen from a distance.

7. Be creative. Clever and visually aesthetic displays are proven to be more successful than bland or over the top stands. You do want to be big and bold, but it must be on brand for you and consistent throughout all your materials. People remember colours. Experiment with lighting, print and digital designs without over stimulating your audience. Be mindful of distance as well and make your displays ‘billboard’ snapshots with more visuals and minimal text to grab your viewer’s attention. Follow through with more detail in your marketing brochures.

8. Communication. This is a great opportunity for you to advertise your services to a crowd and also the other stand holders, so your objective has to be clear to your audience. Are you wanting them to sign up, give your their information, buy on the day, give them a brochure to consider later. Make sure your directional signage, marketing material and devices are clearly available and easy to find as well as understand the call to action. Sometimes people are shy. Sometimes you are busy. For those that are passing through, but don’t want to wait, or don't want to talk to you, make it easy for them to either give you their information or take information with them. Sometimes buying decisions are a long process and you want them to keep something from you that is well designed and professional.

9. Give a demo. Customers love a good demonstration. It pulls a small crowd and allows your audience to understand what you’re trying to sell by showing them how it can be useful to them. Keep in mind about those passing may not stop at a demo, and you don’t want to lose them, so keep space clear for them to grab your material.

10. Beware Giveaways.  Yes of course we would love to sell you a heap of promotional products. But, we're honest and unless it is of benefit to you, your client and your purpose, we don't want to see you waste your money. Generosity is a great way to attract visitors to your stand, but often a lot of money is spent on promotional gifts that don’t relate to the message or brand. These often end up on the floor or the exhibition, forgotten in a desk drawer or worse, in a bin. Your money can literally be wasted. If you decide to offer giveaways, make them relevant and useful -  items that will continue long after the event to jog the person’s memory later on.

11. Pick the right people. You need a team, but John from IT only comes to life at a Geek Expo. Choose your team on the day carefully. High energy, enthusiasm, product knowledge and friendliness are key qualities to look for when choosing the right representatives for your stand. Don’t choose team members that want to sit behind the desk all day. They need to be active in engaging others and willing to talk with people. Choose the right number of people to cover the stand and think about shifts, so your team can have breaks that keep them fresh. If you're a sole trader or doing it alone... think about someone who can come in and relieve you for a lunch break and have a strategy on how you handle that. The best thing possible you can offer on the day is your smile.

12. Get Connected. Before, during and after. Whether you hold a small competition that can be promoted on your business social media pages or just collect business cards, exhibitions are a great place to generate new leads for the business. Don’t miss the opportunity to make as many connections as possible. If you are a business-to-business provider, chat with your fellow stand holders as they may be interested in what you are offering. Don’t forget to invite people about your participation at a trade show. Upload content on your website and social media accounts. Informing people will increase publicity and will bring more visitors to the event – not only for the event, but also your own credibility and visibility.

What to do now? Return to Home Page for Links to Subscribe, BBB Shop, BBB Hub, Product Orders and Quotes


How can I get my free copy of the E-Book “Making Sense of Multi- Channel Marketing: Fish Where the Fish Are”?
It’s simple, go to our online shop and register for a free account. While you’re there, check out our extensive range all designed to make you look amazing and get ahead of your competition:
www.bigboldbranding.shop

BBBEBook


At Big Bold Branding, we can provide you with basic, premium or deluxe expo packages ideal for any event to make you look  amazing.
#bigboldbranding #wemakeyoulookamazing #designdigitalprintpromotionssignage #events #exhibitions #tradeshows #exhibitionstands #marketing #design #printdesign #signage


Friday, March 9, 2018, 05:55 | No Comments »

The BBB Hub Blog was created to help small to large businesses with useful tips and tricks on how to present your brand and marketing message to better engage with customers.

As a design, digital, print, promotions, signage solutions provider, Big Bold Branding knows the importance of marketing your corporate identity and communicating your campaign.

We registered our first printing business in 1981 and have a accumulated a heap of expertise, qualifications, experience and great team members to be able to help you get your message out - bigger, bolder and on brand - so that your brand becomes an asset to you, not a flight of fancy.

As qualified production quality designers experienced and producing within multiple modalities, we know the impact good design, marketing and signage can have on your brand message.

Follow our blog for marketing and business tips.

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