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Building Brand Awareness Through TradeshowsSusan Freidmann Branding is a basic marketing concept that is designed to set your products/services apart from the competition. By using a particular name, phrase, design, symbol or a combination of these, you can create a unique identity. When choosing a brand name, consider the following five criteria:
Branding is not a sales and marketing gimmick. Instead it refines and defines corporate culture and identity. A brand must have meaning to its consumers, its organization and its employees. Brand is an emotional link between you and your customer. It is what people buy when they buy your product or your company. The most important part of a brand’s identity is the promise it makes to customers. The essence of branding is simplicity and timelessness. Integrating Brand Awareness Into Your Exhibit Program Since exhibiting is a powerful extension of your company’s advertising, promotion, public relations and sales function, that automatically means it is an excellent way to enhance brand awareness. Everything your company stands for, no matter how large or small, is being exhibited on the show floor. This means there needs to be total consistency, congruity, clarity and focus in every aspect of your exhibiting program, before, during and after the show. Here are three important points to consider as you plan to integrate brand awareness into your tradeshow program.
The following is a 10-point checklist to act as a reminder for many of the questions you need to ask and answer as you plan brand integration into your exhibit program: 1. What needs to be done to ensure that your booth conveys total consistency, congruity, clarity and focus of your company image and brand Consider:
2. How can your graphics work best for you
3. What are the 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
At-show advertising
4. What types of PR communications could be used Pre-show:
At-show:
5. What sponsorship opportunities exist and would complement your company image Some of the most frequent sponsorship opportunities are:
6. What advertising premiums will be consistent with your image and complement the message you want to convey Consider:
7. Who are the best ambassadors for your company - the right people to staff the booth 8. What training should they receive Consider:
9. What is the best dress code to convey your company image 10. What is the best way to follow-up after the 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 the show are essential.
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