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SUCCESSFUL SALES FOR MEETING SUPPLIERS

Supply Side
BY SUSAN FRIEDMANN, CSP

Building Brand Awareness

randing is a basic marketing concept

B that is designed to set your prod-

ucts/services apart from the competi-
tion. By using a particular name,
phrase, design, symbol or a combination of these,
you create a unique identity. When choosing a
The most important
part of a brand’s
brand name, consider the following criteria.
1. It should suggest product/service benefits.
identity is the
2. It should be simple, memorable and
unique.
3. It should fit the image of the company.
promise it makes
4. It should have positive connotations for
the target market. to customers.
5. It should be easy to pronounce and
to pictorialize.
Branding is not a sales and marketing gim- Branding is a
mick. Instead it refines and defines corporate cul-
ture and identity. A brand must have meaning to
its consumers, its organization and its employees. process that fuels
A brand is an emotional link between you and
your customer and what people expect when they
buy your product or service. The most important and sustains all
part of a brand’s identity is the promise it makes to
customers. The essence of branding is simplicity
and timelessness.
customer/company
Integrating Brand Awareness
Into Your Exhibit Program
relationships.
Since exhibiting is a powerful extension of
your company’s advertising, promotion, public Here are three important points to consider as
relations and sales function, it’s an excellent you plan to integrate brand awareness into your
way to enhance brand awareness. trade show program.
www.mpiweb.org Everything your company stands 1. Consistency and repetition are vital in
for, no matter how large or small, creating brand awareness. People buy
is exhibited on the trade show floor. This means brands they know and trust. A brand is a
there needs to be total consistency, clarity and promise a company makes to its customers.
focus in every aspect of your exhibiting pro- Strong branding requires all the levels of
gram, before, during and after the show. communication to agree with one another.

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2. Ensure all your marketing and promotions
are consistent and that they have your logo,
colors, typeface, slogans and characters.
Everything you develop should have the
same look and feel.
3. The perception people have about your
company, products and services is a major
factor in their brand preferences and buying
behaviors. All perception is subjective and
based on experience. Individuals tend to
interpret information according to existing
beliefs, attitudes, needs and moods.
Ask Yourself These Questions
The following is a 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.
• What needs to be done to ensure that your
booth conveys total consistency, clarity and focus
of your company image and brand? Consider
booth size, location, graphics, demonstrations,
staff, handouts, giveaways and lead management.
• Are your graphics easily seen and read in three
seconds; simple and in bold type face; striking and
visually grabbing; instantly memorable; a unique
size or shape; reinforcing your message; conveying
a single, strong, provocative idea; using a “What’s in
it for me?” message; and in bold colors?
• What are the best promotional activities you
can use to enhance brand awareness? Consider
personal invitations (with incentive and response
forms); direct mail with incentive; and pre-show
advertising in trade publications, local media, on
Web sites, in association newsletters or on city bill-
boards. During a show, advertise in show catalogs,
in show dailies, on airport billboards, on hotel
closed-circuit television or on convention televi-
sion channels.
• What types of public relations communica-
tions could be used? Before the show, consider
press releases for local and trade publications,
product/service application articles, personal invi-
tations to trade/local editors and company
newsletters. At the show, have press kits for the
press office, a press reception, a video/slide presen-
tation at the booth, reprints of articles as give-
aways, seminars/workshops, contests and person-
alities or a spokesperson at your booth.
• What sponsorship opportunities exist and
would complement your company image? Some
of the most frequent sponsorship opportunities
are the press room, the international lounge, a
speaker or VIP room, an awards reception, educa-
tional programs, keynote sessions, coffee breaks,
luncheons/dinners, banners, badge holders,
audiovisual equipment, display computers, tote
bags and shuttle buses.
• What advertising premiums will be consis-
tent with your image and complement the mes-
sage you want to convey? Consider budget, origi-
nality, usefulness and appropriateness for your tar-
get audience and distribution.
• Who are the best ambassadors for your com-
pany—the right people to staff the booth? What
training should they receive? Consider prospect
qualification, booth etiquette, product knowledge,
product demonstration and obtaining commit-
ment. And what should they wear to best convey
your company image?
• What is the best way to follow-up after the
show that is consistent with your exhibiting pro-
gram?
Remember that branding is a process—a
business system—that fuels and sustains all cus-
tomer/company relationships. Total consistency,
clarity and focus in every aspect of your exhibiting
program before, during and after the show are
essential.
SUSAN FRIEDMANN, CSP—the Tradeshow
Coach—is a speaker, author and consultant who
works with exhibitors, trade show organizers and
meeting planners to create more valuable results
from their events. Contact her
at www.thetradeshowcoach.com.
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