Building Brand Awareness Through TradeshowsWritten by Susan Freidmann
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2. How can your graphics work best for you? - can be easily seen and read in three seconds - use a simple and bold typeface - have striking and grabbing visuals - are instantly memorable - use a unique size or shape - reinforce your message - make your message a single, strong, provocative idea - use a "What’s in it for me?" message - use bold colors 3. What are best promotional activities you can use to enhance brand awareness? Personal invitations (e.g. with incentive and response form) Direct mail with incentive Pre-show advertising - trade and/or local publications - local media - websites (e.g. company, show, association) - broadcast faxes - association newsletters - city billboards - transit advertising At-show advertising - show catalogs - show dailies - airport billboards, banners/electronic message boards - hotel closed-circuit television - hotel - on door or in room promotion - kiosks/banners at show site - convention television channels 4. What types of PR communications could be used? Pre-show: - press releases for local and trade publications - product/service application articles - personal invitations to trade/local editors - company newsletters At-show: - press kits for press office - press reception - video/slide presentation at booth - reprints of articles as giveaways - seminars/workshops - contests - personalities/spokesperson at booth 5. What sponsorship opportunities exist and would complement your company image? Some of most frequent sponsorship opportunities are: - press room - international lounge - speaker or VIP room - awards reception - educational programs - keynote sessions - coffee breaks - luncheons/dinners - banners - badge holders - audio visual equipment - display computers - tote bags - shuttle buses 6. What advertising premiums will be consistent with your image and complement message you want to convey? Consider: - budget - originality - usefulness and appropriateness for your target audience - distribution 7. Who are best ambassadors for your company - right people to staff booth? 8. What training should they receive? Consider: - prospect qualification - booth etiquette - product knowledge - product demonstration - obtaining commitment 9. What is best dress code to convey your company image? 10. What is best way to follow-up after show that is consistent with your exhibiting program? Remember that branding is a process, a business system, that fuels and sustains all customer/company relationships! Total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after show are essential.
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.
| | Avoid the 5 Biggest Media Interview MistakesWritten by Susan Harrow
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4. When asked a question that could provoke controversy. Jean-Paul Sartre said, *Words are loaded pistols.* You can use word's explosive power in your favor by learning how to soften your introduction before delivering controversial ideas. Former President Clinton used this technique when he talked about sensitive issues such as abortion. It's a way of acknowledging a difficult issue or position while respecting your critics' or opponents' ideas. Also, by mentioning an opposing view, you automatically diffuse it. Examples, *People who disagree with me might say....* Or, *Other people who have opposing ideas may say...but I believe...for these reasons....* Or, *What I'm about to say may make a number of people angry....* A Gaelic proverb states, *if you want an audience, start a fight.* 5. When asked a question you don't want to delve into deeply. State facts, statistics or quote someone else who has information relevant to your point. Surrounding yourself with other experts who agree with you creates a fortress of facts that support your views. Remember, you are in charge of how you are presented to public. Even when caught off guard, take a deep breath, reflect, and then say something that people will remember. Learn how to handle 4 most difficult types of interviewers in *Sell Yourself Without Selling Your Soul* (HarperCollins). Need to prepare for a meeting, promotion, presentation, job or media interview? Go to http://www.prsecrets.com Copyright (c) 2002-2004 Susan Harrow, All Rights Reserved.
Susan Harrow is a top media coach, marketing strategist and author of *Sell Yourself Without Selling Your Soul* (HarperCollins), *The Ultimate Guide to Getting Booked on Oprah*, and *How You Can Get a 6-Figure Book Advance.* Her clients include Fortune 500 CEOs, millionaires, best-selling authors and successful entrepreneurs who have appeared on Oprah, 60 Minutes,NPR, and in TIME,USA Today,Parade, People,O,NY Times,Wall Street Journal,Inc.
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