…with event season coming up time to plan exhibition graphics and ‘giveaways.’
I know, you’ve just dragged the Christmas tree down from the attic (unless it’s a real one, of course), and carefully arranged all your twinkling lights – but believe me, you need to keep the exhibition season still sizzling away in your mind.
Why? Because ideally, you should be planning your exhibition a few months before it happens. “Seems a bit much!” I hear you cry. Well, let me explain:
Like anything in life, the more you ‘put in’, the more you ‘get out’. Yes, it’s a bit of a cliché, but you know what, it’s true!
Firstly, start to think about setting yourself a realistic goal, or objective, for the exhibition. It could be, for instance, raising brand awareness or finding new leads. You can do that one sitting on the sofa after your Christmas lunch.
Don’t give yourself too many goals, as you should measure them during and after the exhibition, to see how successful the event has been, and whether it was worth the amount of money you invested in it. It is easier to do when the objectives are ‘small steps’, as they will give you a clearer picture, and something you can build on.
Next, you need to be contacting existing customers and potential prospects, whether that’s by email, phone, social media, or direct mailing, and so on. Do all of the platforms you use (and your letterheads, etc.) carry a consistent logo, colour schemes and fonts? What are you going to send them? Aha! You need flyers or brochures…and you may as well have more designed and printed ready for the exhibition stand, as you will need lots of them!
Now, you’re starting to plan ahead, aren’t you?
Your design for the stand will also need to be consistent with your company branding – note to self: all branding needs to be absolutely ‘correct’.
First things first – how much is your budget? How much do you ‘want’ to spend?
There are many types of stands out there, from pop-ups & pull-up banners to bespoke stands, choose something that suits your company vision, values and ethos, as well as your budget.
Make it as eye-catching as you can to ensure you stand out from your competitors.
We once had people queuing to get on a client’s stand that we had designed, it didn’t cost them a fortune either. Ask yourself: what would make a potential client stop and talk to me?
So, while you’re munching another mince pie this Christmas, planning ahead may sound like a huge undertaking, but it’s more than worth doing as your exhibition will run like a dream.
Recently it has struck me how many of my successful clients have sold their businesses 3-5 years after a full re-brand.
Goes to show how important a comprehensive brand identity can really bolster a business. I’m not going to claim that it is the be-all-and-end-all, the thing that sells a business, but it definitely has an impact. The hard work obviously comes from the team within the business, the strategies they put in place.
Many of these companies had their business exit at the forefront of their thoughts when we started working together. They were looking towards the future.
So how do I think that brand identity helps you get your business ready for an exit?
If you ‘look’ ready to do business, people will instantly feel comfortable with exploring your business further.
Brand identity, done well, with consultation with stakeholders, can do wonders for morale within the business. A business that looks together, visually, helps staff feel proud and motivates them as a team. Its subtle, but it works.
Are you planning on selling the business in 3-5 years? Why bother with a rebrand? A new brand identity puts a solid line under your business, it says we care, we are reaching out to the market place and we are actively marketing. It is less likely that everything else is going to be chaos within the business. So it gives buyers confidence.
If you are interested in how a new or refreshed brand identity can make big changes in your business or begin the exit process, drop me a line and I will show you some examples of the businesses we have worked for that have recently sold.