Monday, July 26, 2021

4 Critical Steps for Successful Trade Show Exhibits- PART 1

Part 1 of 4 As conferences and trade shows begin to schedule in-person events take these critical steps to assure the best return on your investment of time and money. Then commit enough resources to assure outstanding results. This is the first article in a series that looks at these important steps. 

Step 1. Choose Which Shows to Attend Your staff and budgets are limited. Here’s how to choose shows that best fit your marketing goals. 

  Attendees: Who is your ideal audience? What shows do they attend? How do they make the decision? Answers to these questions will guide your choice of where and how to exhibit. If you have an expensive, specialized product you may need a small, technical and prestigious show that is focused on your industry. If you are selling a mass-marketed product then a show with massive attendance is a better fit. 

  Reputation: What is the track record for this show? How many years has it been held? What information do they have about attendees? Do your competitors exhibit there regularly? That’s a good indication that it has been worth their investment. 

  Relevance: People attend a conference to get answers. Will your exhibit provide those answers? 

  Cost, Location, Dates: Take these into consideration. Will the venue costs fit your budget? Will the location and date attract your ideal audience? How will the location impact your costs? Will the location and date be a perk that will reward your staff for the extra effort? 

  Create Your Own: Some organizations find that the most effective solution is to hold their own conference. You instantly become the expert and can tailor the conference to target your ideal audience and marketing goals. The next article will look at effective early planning for your exhibition.

Monday, July 19, 2021

What certifications should I look for when selecting a company to print with?

With so many choices and options at your fingertips today, finding the ‘right’ company to work with can become a cumbersome task. Since there always seems to be something important on the line when it comes to printing, let’s highlight 3 certifications that ALL printers you do business with should have.
1. ISO 9001 Certification. Are high quality standards and accountability important to you? If so, demand an active ISO 9001 certification for your printer. It’s globally recognized, with an emphasis of continuous improvement and customer satisfaction. Consider this organization your personal auditor. They demand consistent quality management, and so should you. 2.Forest Stewardship Council and the Sustainable Forestry Initiative. we cannot stress this next point enough. FIND YOURSELF A PRINTER THAT IS ENVIRONMENTALLY RESPONSIBLE! The FSC and SFI are both incredibly important in keeping printing a positive, self-sustaining industry. As trees are used, even more are planted. These non-profit organizations are why the commercial printing industry is leading the charge in sustainable manufacturing practices. Do a web search for ‘Is the print industry good for the environment?’ and see for yourself. 3.Diverse-certified business (ie. Woman-Owned, Minority-Owned, Veteran-Owned, Service-Disabled Veteran, Veteran-Disabled, Disability-Owned, LGTBQ-owned). The older we get, the more we care about where my money goes, and who is benefitting from it. We acknowledge the benefits of buying on places like Amazon, but it doesn’t mean we like it. We would rather spend $2 for a cup of poorly mixed lemonade from my neighbors’ kid than the gas station any day. Find a company that shares your values and vision. For us, the three certifications above are where you should start. If you are looking for a printing company to call your own, give us a call or email anytime. We’re a proud Woman-Owned and ISO 9001 company. We can even tell you how much the 2,500 solar panels on our roof cost our owners, which powers over 70% of our facility.

Direct Mail 101: “Where Do I Start?”

  It can seem overwhelming when starting a new direct mail campaign, where should you start, and does direct mail even work anymore? Don’t w...