Archive for August, 2009

The Community Touch: Christmas Card Mailings 

I forgot how good a warm cup of coffee cradled in my hands felt in the chilly morning. There are many things like that in life; you forget, in the busyness, how the small joys of life make it meaningful. You don’t realize you are missing something until you experience it afresh. 

That’s how it is with your customers. Your customers are in the rat race, running helter-skelter. They are used to dealing with people who only care about the bottom line. They forget how it feels to be  known as people in the business world.  You need to remind them how good it feels to be respected, cared about and valued.

Not very long ago, people knew each other in the community. They knew the clerk, the repair man and the mailman by first name and asked about their children. Although we can never return to such familiar terms because of the fractal life we now live, your company can take a step to bringing your customers in as part of the family.

One way to show them you care is by acknowledging them during the holiday season.  A personalized Christmas mailing makes your customers feel part of your “family.”  It builds relationship and trust– a great way to start a new year! 

Louis Prang, a German immigrant, introduced the Christmas card to America in 1875. He printed a card with Killarney roses and the words, “Merry Christmas.” Now, more than 3.4 billion Christmas cards and letters are mailed in the United States during the holidays. Even with the advent of electronic e-cards, people still buy twenty traditional cards for every e-card purchased. There’s just something special about real paper, real envelopes, and real stamps—something you can hold as tangible evidence you are important.

Remind your customers this holiday season how good it feels to be valued in the business world by including in your Christmas mailing…

• A personal message in your Christmas card, maybe recalling a special memory you had with them over the last year ( ex. “We enjoyed getting your barn in tip-top shape for your horses this summer. It was a pleasure to build something so beautiful for such great horses!”).
• A photo of your company team.
• A yearly “newsletter” full of interesting things about your company: completed projects, growth, future goals, etc.
• And if you feel like going “the second mile,” a box of chocolates or other goodies will make your company a big hit in any office!

Successful Trade-Showing 101

Yes, it’s here again: the busy, profitable Trade Show Season. Are you ready?

Pull up a chair, enjoy an iced coffee, and let’s talk about how to effectively make the trade show work for you.

Why a trade show? Trade shows enhance your image and put your name out into the playing field. They offer a brief, organized period of intense connecting with potential customers. It’s also a vital time to build current customer relationships. Networking and connecting are keywords. A dynamic exhibit cements your presence into the minds of your customers, competition and suppliers.

But, how do you do it effectively? Attentive, strategic trade show planning saves you time and money.

From the beginning, you need to have The Big Picture in mind: How does this trade show fit into my business plan, my overall sales and my marketing strategy?

After you figured out how the trade shows fit into The Big Picture: Plan, plan, and plan. Your planning needs to incorporate everything from the design of your booth, materials offered, and organizing the practical logistics. Keep in mind the demographics, your target audience, and your motivation behind the trade show while planning.

The day arrives of your trade show. You’re there, ready to make the most of the day. Here are tips to make it the most successful trade show ever:

• 1. Be right there at your booth. If you keep walking away from it, you give the impression that what you have to offer isn’t very interesting or worthwhile. Treat your booth like it’s the candyland of all exhibits. Your enthusiasm will catch and ignite throughout the tradeshow, creating a buzzing crowd around your exhibit.
• 2. Show hospitality during the show. Be there for the people. Don’t sit down and look bored, waiting to be approached. Be out front, talking, visiting. This is your opportunity to shine. (The human touch, remember?)
• 3. It’s true: First impressions count. The visual impact of your exhibit must arrest people’s attention and make a healthy, memorable impression. Graphics and signage are a must. Table-top displays, panel displays and pop-up displays bring in people. Banners are often used. And, remember, never run out of literature!
• 4. Take notes about the people you meet. You will have dozens of conversations and may forget their names and information. One good method is to jot down their information on the back of their business card. It’s crucial to have fast follow-up with these people. Your deadline to make these contacts into warm prospects and hot leads is 72 hours.

Trade shows are worth all the planning and organizing. You establish a presence in the marketplace, define your image, and network with many people. It’s an exciting time for you to both personally meet many people and to  also get a better feel of what’s going on in your special market niche.  Trade shows are a win-win situation.

We’ll see you at the trade show!

Click to download a PDF of a Trade Show Check List. It’s a handy, organized way to make sure you are getting the most your trade show experience.