Exhibiting at Trade Shows, Why and Why Not?

All About Trade Shows: Exhibiting

Attending trade shows is a proven method to increase your brand awareness and to generate leads. Like all methods however, if done incorrectly it can also bring harm. In this article we will discuss the benefits of trade shows and also address potential problems that could encourage you to not exhibit at a trade show.

 Importance of Exhibiting at Trade Shows

The benefits of attending trade shows are countless. The straightforward benefits are lead generation and exposure. It’s important to note that most trade shows are not revenue generating opportunities, even if it does happen from time to time. Certain trade shows are more likely to generate revenue, especially if you are well prepared for that purpose, however, trade shows are primarily marketing and networking opportunities. To start off, we’ll identify some common reasons to exhibit at trade shows.

  • Exposure
  • Fresh, Original Content for Your Company
  • Direct Lead Generation
  • Indirect Lead Generation
  • Brand Image
  • New Product Introduction

When talking about Indirect Lead generation, we are led back to exposure. Just being out in the open will get you noticed. Passerbys might not directly convert into leads at the trade show, but because they saw you there, they might turn to you in the future. In addition, if asked by a colleague “do you know a company that does ****” they could recall your name. There are many other examples similar to these that are simply impossible to track. On the other hand, you can also directly gain leads from people who interact with you or participate in some of the lead generation activities you have prepared for the event. For ideas about lead generating activities, you can check out our article on Driving Traffic at Trade Shows, and the section about social media cards in our article about Handouts in Trade Shows.

Customers and potential customers value seeing their company be active. Participating in trade shows is one way to do that. Make sure to take pictures and videos when participating events and exhibiting at trade shows. These original media become a priceless marketing collateral that can be used in countless ways. Having your own original pictures to put on social media, e-mails, reports, brochures etc. is extremely effective. Similarly, these pictures and trade shows can help refine your brand image. For example, if your company wants to be viewed in a green-friendly light, participating in events that are hosted by green companies or have a green-initiative is a great way to spread awareness to your company’s green-initiative.

Many companies have used trade shows to feature new products. This is particular effective as it can be hard to attract customers towards new products. Having your new product out in the open for people to test and see in person is very good exposure for it and can propel the product towards success.

 Criteria for Opting Out of Trade Shows

In a different light, we wanted to address 3 circumstances that are important to consider before exhibiting at a trade show.

  • lack of funding
  • different target audience
  • lack of preparation

Lack of funding and preparation are two separate reasons, however the case they make is a similar one. Both of these can actually hurt your company. If your company is not willing to put in the minimum amount of funding for a decent quality exhibit, you might seriously consider whether or not you would like to go. I have personally seen companies exhibiting with a just wooden table with their name printed on a white piece of paper that was taped to the table. Two booths away was a company with a table cover, 2 standing banners, 5 staff members, promotional products and some other informative handouts. Needless to say the former company did not receive many visitors. In fact I knew two people who attended with the one of their goals being to talk to company A but did not end up doing so. One person said they could not find them at all. This was probably because of how underwhelming their exhibit was. The other person said they were disheartened by their display and looked at other companies instead. This might have been due to a lack of funding, or just that they did not allocate the required time to prepare for the event.

Exhibiting at trade shows can be pricey depending on the size of trade show. Many of those costs however are fixed costs and will cost you less the more trade shows you go to. For example our Trade Show Starter Pack costs $750, which for a small company new to trade shows can seem expensive. However you can reuse the products for multiple trade shows. If you go to 10 trade shows the cost will be just $75 per trade show!

The final point we wanted cover is the target audience. Usually there is some way of knowing some statistics about the expected audience. If the age, or general interest of the audience is much different than what your company usually attracts then you might want to consider if it is worth to exhibit. This is a relatively weak argument as you can still exhibit in these trade shows to increase your brand awareness and chances are you will at least be able to find a handful of people who are interested in your company that will make it worth your time. Ultimately, this arguement is only valid if you are understaffed and really can not afford to spare your resources for an exhibit that is potentially much less valuable in comparison to the other things they could be doing.

This article is part of a series designed to help companies prepare for trade shows called All About Trade Shows. If you have any questions or comments please feel free to leave one below. In addition, Kendall Press offers many services beyond just print material to help you prepare for trade shows and similar events. If you would like to learn more about how we can work together to ensure the best presence for your company, please contact us by clicking on the button below!

 

Have a Question? Contact Us!

 

All About Trade Shows: Handouts

In every trade show, the showcasing representatives should have a specific purpose. That purpose could be just general networking, to promote a new product/service etc. Whatever it is, you can bet that there is some form of handout thatmit tote bags will help you accomplish that goal. We’ve discussed products that can be used as hand outs in previous articles. Click on the links to learn more about these topic and examples from these products.

In this article, we will focus on two examples to highlight how to use handouts. As a general goal, you need to identify your purpose before every tradeshow, and for every purpose, there will be certain types of handouts that are more effective than others. Before we move on, I want to briefly expand upon brochures, booklets and promotional products, some of the most commonly used handouts.

  • Brochures: Best used to outline your company and its products/services. Can also be used to talk about one particular product, i.e. if you wanted to bring attention to a new product, you can feature it on a brochure.
  • Booklets: More commonly seen with rich context. Many of the booklets we print are used to present research. This will be more successful when you are in a trade show where you are expecting people to come to you with a desire to learn.
  • Promotional products: Extremely effective in raising awareness and just reminding people that you are there. (see image above for example tote bag)

Let’s go through the whole process together in this example. Your company is one that benefits greatly from a strong social media presence and is active with original content. You learn that the expected audience in the next trade show you will be participating in is expected to be young adults. Therefore, you identify that your goal is to generate as much attraction to your social media accounts as possible. One handout you may consider is what we call a social media card. Basically, it is a business card that instead of listing a specific person’s  contact information, it lists your company’s social media accounts (example template below). social media cardObviously just handing out social media cards isn’t the most effective way, handouts are only as effective as you make them to be! One common tool that is used is a giveaway. The way it works is that you would have a set number of prizes, and each social media action would put in that person’s name in a raffle a certain number of times. If you value your Instagram presence more, people who follow you on instagram gain 2 entries in the raffle, while people who like you on Facebook might only get 1 entry. One option to create giveaways electronically is through Gleam.

Recently we were invited to a vendor fair by one of our customers. We’ve been working with them for a while so most of their employees already know us. We knew that a decent amount of people there will know about us and our services. Those that do know us however, might not know all of our products and sevices. With that information, we idientfied that the best handouts would be be promotional products and brochures. The promotional products we choose are simple Kendall Press mugs, pens and to-do lists. These products are small, have our contact information on it and will hopefully serve as a reminder that we are there for them if they need us. We also brough in some Kendall Press brochures for the people who are less familiar with us, so that they can have a quick summary of the company and products and services that we have to offer.
brochures

This article is part of a series designed to help companies prepare for trade shows called All About Trade Shows. If you have any questions or comments please feel free to leave one below. In addition, Kendall Press offers many services beyond just print material to help you prepare for trade shows and similar events. If you would like to learn more about how we can work together to ensure the best presence for your company, please contact us by clicking on the button below!

 

Have a Question? Contact Us!

 

All About Trade Shows: Banner Stands

Banners are a marketing tool that is used quite often in various locations. In trade shows however, banners are most commonly used with banner stands. There is an extremely large variety of banner stands in terms of shapes, sizes and types. Even in a trade show setting, there are some banner stand types that are used more commonly than other. In this article we will highlight 3 types of banner stands that will help grow your visibility.

Retractable Banner Stand:

This is our favorite banner stand. It has a sleek modern design that is very appealing. More importantly, the setup and transportation for the retractable banner stand is unrivaled in how easy and simple it is.

When you order the retractable banner stand from us, we fit in the banner for you so that we deliver it to you in the case shown in the video, ready to be set it up just as easily. Most people order a new banner from us when purchasing the retractable banner stand. If you already have a banner you want to use, we will also fit it in ourselves (if the size is correct that is). If you want to change the banner in the retractable banner stand, like many people end up doing for different events, we are also happy to help.

Hop Ups:

Like most of our products, hop-ups can come in different sizes depending on its intended purpose. Hop ups might look intimidating in size, but they are surprisingly easy to set up. You can fit different banners on the hop-ups in case you wanted to change the design for a different event. For trade shows, we provide hop ups like this one that will significantly amplify your presence. The hop ups we supply are surprisingly light, sturdy, and come with stabilizers so that you do not have to worry about the hop up rocking or wobbling. This particular hop-up is 119″ wide,  89″ tall and 19″ deep.

20150814_135215_resized_1

Larger products like these are most commonly used in venues where you are given more room and freedom to dress up your booth. Obviously a hop-up this size will help people find you more easily, but they will also make your booth more visually pleasing. A beautiful background will organically translate your physical presence into social media content for yourself. People generally want to take pictures in the various events they go to. While there are some smaller hop ups designed specifically for people to take photos in front of, having a unique background to your booth will similarly  attract a lot of attention for that purpose. You can also bet that when the venue wants to share pictures of their event, they will choose the more impressive booths to share!

Like we previously mentioned, these hop-ups come in various sizes and styles, one type of hop up that is used relatively frequently is the curved hop up design. Curved hop ups are sometimes ordered solely for their unique look, but they can also have different uses. Smaller, curved hop ups can be used to create a small booth, that is designed for a specific purpose (i.e. lead generation), within your booth. This is understandably more common in larger venues where you are given more space to work with.

Trio Stand

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The trio stand is a general example of other types of display banner stands that are available. There are countless sizes available for the trio banner stand and similar, simple banner stands. Some of these types of banner stands tend to be less flexible in terms of the sizes that can fit on them. However, if you have an exact banner size for a specific purpose or already have a banner that you are looking to fit in, then you can not go wrong with these.

 

This article is part of a series designed to help companies prepare for trade shows called All About Trade Shows. If you have any questions or comments please feel free to leave one below. In addition, Kendall Press offers many services beyond just print material to help you prepare for trade shows and similar events. If you would like to learn more about how we can work together to ensure the best presence for your company, please contact us by clicking on the button below!

 

Have a Question? Contact Us!

All About Trade Shows: Table Covers

The easiest way to understand the importance of table covers, is to see a booth or table where the hosts aren’t using table covers. When going to a trade show,  people do judge a book by its cover. If the booth or table that your company is holding  does not look appealing, then you would do well not to expect a lot of people to be interested in what you have to offer. When talking about table covers, that is the absolute minimum that your company should have.

Table Cloth

Halloween Themed Table Cloth Example

Depending on the the event host/venue, you might be provided with a naked table to start your booth. You can accessorize your booth or location as much as you want (within the limits of the venue) depending on a few factors. An example of this is the co-op fairs that Northeastern University holds for companies to meet their students. A simple table with a wooden top is provided to each company, however the quality of the appearance from each company varies significantly. Similarly, the appeal between different companies also varies significantly. Yes, some companies have a higher budget for such events. Yes, some companies will attract more people simply because of their reputation. However, there are people who are deterred from companies they might have been previously interested in, due to their poor showing. On the other hand, people are also more inclined to check out other booths they were uninterested, simply because of their alluring set up.

Table Cloth

A Simpler Table Cloth Design Example

Back to the topic at hand, table covers make sure that regardless of the condition that your table is in, it will still look presentable. There are however, many types of table covers you can choose from. First of all, most table covers are made up of polyester fabric, less common materials are cotton and vinyl. The polyester fabric is machine washable and flame retardant. Depending on the allowed set up and event size, some people opt for a simple, blank (plain) cover to throw on the table that might just be colored to match your company’s color scheme or similarly, a plain cover with a runner along the center of the table’s top, front and back. A common design for table covers is one that lays on the top of the table and covers three sides (front and 2 sides). Table covers that are three sided are referred to as economy, as they are cheaper than ones that cover all sides and are referred to as full. The most common lengths for table covers are 6ft and 8ft, although 4ft table covers are not too uncommon. Some common types of table covers are:

  • Fitted (8, 6 & 4 ft.)
  • Convertible
    • This cover can be used for both 6 and 8ft tables
  • Stretch (8, 6 & 4 ft.)
  • Round (more commonly 30″ and 42″)

There are many ways to design and use these table covers in trade shows, fairs, business conventions, conferences etc. For example, in an event that does not have a lot of space available, you might want to have your table cover include your company logo and motto and have just that for your presence (excluding any print materialpromotional products, etc. on the table). In a location where you are more free in terms of space, you might choose a table cover that aims to compliment your overall station design.

 

This article is part of a series designed to help companies prepare for trade shows called All About Trade Shows. If you have any questions or comments please feel free to leave one below. In addition, Kendall Press offers many services beyond just print material to help you prepare for trade shows and similar events. If you would like to learn more about how we can work together to ensure the best presence for your company, please contact us by clicking on the button below!

 

Have a Question? Contact Us!

 

6 Memorable Promotional Products

When making any product, to make sure it’s efficient in fulfilling what it’s meant for, you need to ask yourself: What’s the purpose of the product? Based on the purpose, certain criteria are set to ensure the success of the product. As you can guess by the name, promotional products are simply marketing products that look to promote your company. However, knowing what a good product is and creating one is a far stretch. For promotional products, you need to consider

  • Who is this being given to?
  • What’s the age group that the product is for?
  • Where are they going to receive the product?
  • Why would they use the product (and by extension make it successful)

Promotional Product Examples

The first two point are correlated and we will address them more when talking about Mugs vs. Water Bottles below. The reception location is vital in choosing what product you will use. The further away from home your target audience is going to receive the product, the easier to transport you want the product to be. Think about someone getting the product delivered at home vs. getting the product from a trade show or convention vs. a student getting the product at a fair in their university (where the assumption is that they would live in/near the campus). The last point is made up of two categories; function/coolness of the product and quality. For promotional products to work, people need to use them. Simply test the product yourself, is it good quality? Do you want to use it? If you don’t have the resources to create a good quality product, it might be better not to have one at all, since you don’t want people to correlate the low quality product with your company. With all the wordy stuff out of the way, let’s get into examples! Keep in mind that as Kendall Press is primarily a B2B company; our examples are going to reflect products that would do well in a Business setting. Also note that all listed products would easily fit in a small bag or purse so that people are more inclined to grab them from your booth or office!

Stress Balls

A very simple product that everyone loves. Even more loved by people working in offices or cubicles! Stress Balls are extremely cheap to order in large numbers, will be used often and hopefully keep your company’s name fresh in your target’s mind.

Promotional Products: Stress Balls

Pens

Need I expand much on this? People always use pens and people always lose pens which means, people always need pens. If you want to really be memorable from a pen though, you may want to to go above and beyond. Design a pen that stands out and properly reflects your company. Take a look at an example of one we delivered to a client who’s in the tech field.

Mugs (or Water Bottles)

Roses are red, violets are blue, we drink coffee (sometimes tea), and so do you. You want to make sure people don’t go a day without seeing your company logo? Print it on a nice mug. Promotional Product: MugsLet’s take a minute and talk about why we chose Mugs and why you might want to choose water bottles over mugs. Both of them are relatively small objects that can fit in a small bag and/or are easy to carry a short distance. If you are dealing with a younger (university age) audience, there are more likely to use a portable water bottle. If you are dealing with an older, working in offices audience, they are more likely to appreciate a personal mug to use at work.

Shirts

Similar to tote bags in the fact that they are extremely customizable and very easy to transport. Make sure it’s a loose fitting, good quality shirt and people will wear the to the gym, at home etc. and hopefully promoting your brand! Note, as the picture suggest, you don’t have to limit yourself to just shirts, hoodies, sweaters, jackets all are acceptable as long as you make sure you keep a balance between where they will be handed out and how hard they are to distribute!

Promotional Product Example: Jacket

Tote Bags

You can fold them and put them inside your bag or you can use them to put all the goodies being passed around so there is no convenience barrier stopping from someone grabbing one. You can also use them at grocery stores. They’re very light, highly functional, highly customizable and very easy to put a large logo on. It’s really hard to go wrong with Tote Bags, especially in the increasingly, environmentally conscious world we live in.

USB Flash Drives

Another product that is extremely functional for all age groups. Harder to customize, but put your logo on it and people will remember you – and your USB – were there when they needed it the most!

Promotional Product: USB Flash Drive

Hopefully, this guide will help you get some promotional product ideas to increase your presence. If you are still lost, need more assistance or just want to leave a comment or question, feel free to leave one below! In addition, Kendall Press provides consulting, designing and printing services to Boston, Cambridge, Belmont, Somerville and the Greater Boston 128 area. We’d love to create your next promotional product with you and of course you are welcome to call us or click the button below to send us an e-mail to ask us a question or schedule your free consultation!

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The Art of Business Cards

In our previous article, we guided you through the design of Booklets, Brochures and Catalogs. Those are more for when you have people’s attention and generally serve a more in depth purpose. In this article, we are going to be talking about Business Cards. When do you need to have a business card? All the time. I have personally coincidentally met and talked to at least 5 people who are very high in terms of the business ladder and I will never get a chance to exchange business cards with them because I did not have one on me. When you ask someone for a business card, you are expected to have one on you to exchange. With that said, we are to discuss business card designs, if you want to read up more about using business cards, you can do that here. The information on the front of the business card tends to be pretty standard. Here are the essentials you need to include on the business card:

  1. Company Name
  2. Card Holder’s Name and Position
  3. Phone number (company’s, company’s + card holder’s extension, or direct card holder’s number)
  4. E-mail (company’s or card holder’s e-mail)
  5. Address (and P.O. Box if applicable)
  6. Company slogan or what service/product the company offers (NO MORE THAN 3-5 WORDS)

We are going to be looking at 5 different business cards that were printed at Kendall Press for companies in Boston, Winchester and New Jersey. When discussing the business cards, keep in mind that the design of the cards needs to reflect their respective business type. You will see how the design of cards differs depending on the level of formalities and professionalism required by their fields. The sixth step is bolded because it is the least obvious of the steps and is the most overlooked. However, if the person who holds the card is not sure what the contact information on the card can provide them, then the card is ultimately useless!

Business Card Example 1

This business card was created for a law firm; the design is of a professional and simple nature. One thing that is not visible digitally, is that the the characters printed are actually printed using thermography. The effect is more commonly referred to as raised print. If you run your finger across the characters, you can feel the characters. It is an option that some people use to make their cards feel unique. We will see in our next example, how law firms, because of the strict nature of their business, look for different ways to make their business cards stand out. Note: The black border is not part of the card and is there so that the card stands out from the background.

Business Card Example 2

Business Card Example
Business Card Example
There are multiple shades of white used in this guide. The shades of white are caused by the different types of paper and/or processes to produce the paper itself; the paper used in the Ashton card however, is especially unique. The paper used for this card is called “curious touch” paper. It has an extremely soft, leathery touch and tends to be more expensive. Instead of leaving the back empty, the designer choose to have a greyscale picture of the Winchester town hall (Ashton is based in Winchester). Notice that the website was not randomly placed on the top left corner of the back of the card. The photo of the town hall takes up most of the center and bottom right sections; placing the website on the top left balances this out and maintains the elegant presentation of the card.

Business Card Example 3

Business Card Example
Business Card Example
When looking at this card, you can immediately tell that this card does not belong to another law firm. Being a design firm, the dots on the card’s I’s have been switched out for triangles to give the card an edgy look. The 3 words “planning, architecture, interiors” are an example of step #6. It hints at what services the company can offer you. On the backside, you see even more so, how less strict business types can have more freedom in designs. The triangle and orange + greyscale themes, shown in the front side of the card, are continued to create a pleasant, cool design followed by their website at the bottom. Note: The black border shown around the front face of the card is done for the same reason as the black border in example 1.

Business Card Example 4

Business Card Example
Business Card Example
Motiv’s card is a sleek orange card with the card’s top-left and bottom right corners of the card are actually curved and the black around is just to highlight the curves. Curved edges is another special effect offered at Kendall Press. My favorite feature of this card, despite how cool the half curved edges look, is how simple and smart their slogan, “design with reason” is. Just 3 simple words, yet it embodies all the aspects of step #6 in creating a busness card. They are catchy, and make sure you know exactly what the company does while fitting in perfect with their mission statement. On the back of the card, to further exemplify how much more freedom these types of companies have to work with, the owner of the card gets to put some terms to reflect himself, creating a more personal touch between the client and business.

Business Card Example 5

Business Card Example
Business Card Example
Business Card Example
The Scenic card is actually one of the coolest cards I’ve seen,unfortunately the pictures do not quite capture that. This is because this card was printed using gold foil stamping. The technique is another unique feature that is available at Kendall Press. The effect is a really sleek and luxurious look that embodies the services that are offered at Scenic. Once again we have a great example of a 3 letter slogan, “Luxury tours & cruises”. it tells you exactly what the company does. You can see that they used their slogan to make almost a logo for themselves as well, instead of just having it written out in a line. In the back, a simple quote that engages potential customers to go on one of the journeys offered by scenic. Note: The name (which goes above the position), mobile number and e-mail have been edited out at the request of Scenic.

Reaching the end of the article, we hope it helped you come up with some design ideas for your own business cards. If you are still lost, need more assistance or just want to leave a comment or question, feel free to leave one below! In addition, Kendall Press provides both designing and printing services to Boston, Cambridge, Belmont, Somerville and the Greater Boston 128 area. You are welcome to call us or click the button below to send us an e-mail to schedule your free consultation.

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Acknowledgements

Christopher A. Kozlowski, Rahway NJ

Ashton Law PC, Winchester MA

isgenuity, Boston MA

motiv, Boston MA

Scenic USA

Brochures, Booklets and Catalogs, A Guide for your Business

Whether you are promoting your business, service, product or just an idea, printed material can be an extremely effective tool for you and your business. Wherever you plan on being, research has shown that printed material is more effective than digital. Let’s talk about just some of the few places that you can use printed material:

  • Booths for trade shows or any event where you are making a presence
  • Presentations, whether it is a thesis or a business proposal
  • Real Estate or any picture/art based showing or offer
  • In your store for overviewsproduct offers/specials or full product lines

You can have printed material to be used as a future reference from your customer’s office or just give them out so people can look at them while walking around a conference, the uses for printed material are endless! Generally speaking, for product/service lists, you would want a catalog. If you want to talk about a specific product, idea or briefly introduce your company, brochures should be your go-to. If you want to have in-depth context or display research, a booklet would be the best option.

Catalogs tend to be more straightforward because they are more precise in what they show. They will probably be your best bet for long, undetailed lists in general. If you want to display everything your business has to offer, or a product line or however else you may want to categorize products, you generally want to create a catalog. Most catalogs tend to follow this 3 point checklist for each listing in the catalog.

  1. Picture
  2. Small description
  3. Price

Brochures  tend to vary more in terms of sizes and usage, however they are always extremely short in terms of pages. Our first example is a picture-based brochure which a real estate agent created for a specific unit. On the first page, very clearly labeled, you will see the name of the product at the top, a beautiful picture that they think best captures the most about the product in the center, and at the bottom, all ownership and rights needed for the product. Due to the nature of the product and the marketing that is best for it, only a small explanation is need.

Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide

On the first page, you see the product title again with the price, the small explanation, followed by the necessary pictures. Note how the brochure does not seem cluttered due to the spaces in between the pictures and how the back is left vacant of pictures. It is presented very elegantly and does not leave the reader overwhelmed.

Our second example is one of the most common brochure types with a bit of a kick to it. It is a tri-fold brochure, but its front page is cut in half to present a unique look. Immediately you can tell what the color scheme is; gold, blue and white, this remains consistent throughout the entire brochure. A photo is provided of the first page so that you can better see the color. The gold does not look as well in digital files because it is a metallic inc printed offset. Without even opening the brochure, you can clearly see the name of the company, and what it does. Once you open it up, the name of the company is reiterated to the reader while using the term “partner” to signify that the company does not think of itself as just a tool, it is not just doing a job for you, but it wants to help you grow and succeed.

Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide

Inside, there is a simple overview of what the company offers. On the back, where it is also readable without opening the brochure, you see a brief biography of what the company does, its logo and its contact information. It is said that the first thing that people will do when picking up a magazine/packet/brochure, is turn and see what’s on the back of it. From the content of the brochure, you can easily tell that the goal of this brochure is to introduce the company and what it can offer to you.

 

Booklets are similair to brochures in that they can also be used in a wide variety of ways, however, booklets allow you to communicate more deeply your thoughts and are lengthier, with more context. Scholars have used them to present their research, business personnel have used them for all types of reports and even students have used them to present their thesises, reports and projects. In our example, BRAC uses a booklet to present their research findings. Even if the nature of the booklet you are trying to create is different from BRAC’s, there are many lessons to be learned from their booklet. Starting off we have a picture of one of the women they worked with in the project. It can not be overstated how it is much more impactful to use your own real pictures instead of generic, stock pictures. Despite the topic being in-depth with research, there are very few pages filled with just text and long paragraphs. There are multiple images and graphics that are used to keep the content engaging. In page 4 (the second image), we see an example of that with a graph that is used as a visual guide to the content.

Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide
Brochures, Booklets and Catalogs guide

The picture of Shohiton, followed by her short story, is one of multiple example stories they have in their booklet. The use of their own pictures helps deliver a more personal and deeper connection to their service. In the following image, we see one of the tables that are included in the booklet to help organize their writing and present it in a visually pleasing way. In the last page, there is another example of how they elegantly avoid being overbearing to the reader by using a list for their key research conclusions. Another important note is that there is also a quote significant to their research that is bolded out. This is not the only place they highlight a single quote. Highlighting key quotes, phrases or sentences can be extremely effective whether they are from your own research or from other people. It is also important to note that all the colors and design stay consistent throughout the booklet.

Hopefully, this guide will help you design some print material to improve your effectiveness and presence. If you are still lost, need more assistance or just want to leave a comment or question, feel free to leave one below! In addition, Kendall Press provides both designing and printing services to Boston, Cambridge, Belmont, Somerville and the Greater Boston 128 area, you are welcome to call us or click the button below to send us an e-mail to schedule your free consultation.

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Acknowledgements:

Julia Kenny, Robert Paul Properties

BRAC’s Ultra Poor Graduation Programme, BRAC USA

  • All design: © Danielle Lee/BRAC
  • All photos: © BRAC
  • Page four graphic: © Amplifier Strategies/BRAC

Guest Blogging-Is it right for your Marketing Approach?

blog word cloud on blackboard

Guest blogging can certainly come in very handy for a number of reasons. Running a blog as a part of a marketing campaign is practically a requirement in today’s modern world – particularly as Google changes the very foundation of what SEO stands for on a regular basis. One of the many things that Google looks for when ranking sites is how frequently they’re updated. A steady stream of fresh, trustworthy and high quality content will always rank higher than a page updated once a year. This describes a blog pretty efficiently. However, you may not always have time to pen every single entry on a blog yourself.

What is Guest Blogging in Marketing?

As its name suggests, guest blogging is about finding someone who has similar interests who can provide interesting content to your followers.   Not only do you get the benefit of being able to take a day (or week) off to catch up on your backlog, but you also get a huge amount of new attention to your blog thanks to the presence of your guest.

How Does Guest Blogging Help You in Marketing?

For starters, perhaps the biggest benefit of guest blogging is that it can help generate a whole new level of traffic for a site. This is especially true if this guest blogger already has his or her own following, so they’ll be bringing their own audience to your site for the first time. While most of those new visitors will likely leave again to follow the guest blogger across the Internet, many will stay.

Another one of the major benefits of guest blogging is that it helps you build your authority in more ways than one. If the person that you’re having guest blog for your site is well-respected, the very fact that they’re contributing a piece to you at all only serves to lend some much-needed credibility to your enterprise. This is particularly true if you’re just starting out.

Another one of the reasons why guest blogging is so beneficial, particularly in terms of marketing, is because it helps build authority where it matters most – search engines. Gone are the days where you can just stuff a site with keywords and instantly fly to the top of Google results. Google emphasizes pages that are trustworthy over all others now and guest blogging is one of the single most efficient ways to get in on some of that action for yourself. By showing that your site is not only regularly updated with high quality content but also pieces from different authentic, trustworthy voices, the general rank of your entire enterprise will only rise as a result. This means that there will naturally be more eyes on your marketing blogs, which only means increased revenue as a result.

These are just a few of the reasons why guest blogging is, and will remain, a marketing best practice moving forward. Leveraging the power of search engines is all about authority and high quality content – guest blogging is able to deliver this to you in spades. If you’re the type of person who could use a little extra time to keep that steady stream of content flowing, guest blogging also makes perfect sense from the standpoint of your own productivity and efficiency at the same time. There really is no reason why you shouldn’t be exploring this with your marketing materials.

Have you tried a guest blogger on your site?  What did you think – would you do it again?  We would love to hear your thoughts on this topic!

Marketing Tips for Building Anticipation

Marketing with Anticipation

Marketing materials that you create aren’t just a great way to introduce a new product or service to your target audience. If done properly, they can also be an invaluable way to create a huge amount of buzz and anticipation surrounding an upcoming product or service launch. That can then translate into increased sales when it is eventually ready for release. By keeping just a few, key things in mind, you can use hype to your advantage and build the type of momentum that most businesses can only dream of.

Master the Art of the Tease

One of the major lessons to be learned about building anticipation for a new product or service through marketing is to master the concept of teasing.   If you were still a year out from the launch of a new product, for example, you wouldn’t necessarily want to send out a mailer detailing all of that product’s functions right away. Not only do you not want to “give the game away” just yet, so to speak, but a year is an incredibly long time in the world of business. Things can change, so you don’t want to lock yourself into something that you may end up changing along the way.

Instead, you can send out a mailer talking about the exciting new product that is on the horizon and detail all of the hard work that you’re putting into it. People are interested in learning what it is going to do for them.  Instead of talking about the specific specifications, talk about the problem in your customers’ lives that it is designed to solve. Talk about the overarching goal of the product in a way that both gets people excited and makes them want to learn more.

Make sure your Marketing Strategy plans for  Steady Updates to keep interest high.

Another major technique to make use of when building anticipation is to check in periodically with your customers prior to launch. You wouldn’t want to send out a mailer teasing your product and then not check in again until it’s ready to launch. You would want to send out materials two, three, or even four times during the year, revealing larger bits of information each time. Not only does this give you a chance to build the hype surrounding your product or service a little more each time, but it also helps to keep it in the forefront of a customer’s mind – even though it isn’t released yet. Not only will your customers have a higher level of anticipation, but they also won’t have a chance to forget about what you’re up to.  It will help drive traffic to your website as people keep checking for updates.   If someone is excited about something, they will spread the word through social media.   A great example of a successful marketing strategy is the release of the all new Apple iPhone 6s today.  Apple, as always, had fans all over the world standing in line for their new product.  They already have people wondering what the next Apple product will be to be released.  With a good marketing strategy and solid planning, you can do that too for your products too!

Learn From Hollywood

If you want to take a master class in building anticipation through marketing, look no farther than movie trailers. Every Hollywood blockbuster usually follows the same format when it comes to their previews. First, roughly a year from release, a teaser trailer makes its appearance. This preview is usually around a minute in length, gives away virtually none of the plot and really just broadcasts the look or spirit of the movie. Six or so months later a longer, full trailer is released, which is usually about two minutes. This expands on the promise of the teaser, gives a way a bit more of the plot, but still leaves a lot to the imagination. A final trailer is released in the weeks before the movie itself, which is usually around three minutes and not only lets you know exactly what the plot will be, but also showcases amazing images that you immediately need to see more of. Building anticipation is all about escalation and Hollywood seems to have created a formula that works wonders, regardless of the type of business that you’re in.

Follow Through with your Marketing Plan

Once you have a plan and put it in motion, the most important thing that you can do is follow through with it.  Before you announce a release date, make sure that you have the capability to implement it.  Missing a date could be detrimental to the success of your product.

Marketing is one of the best tools that you have to not only announce a new product or service to the world, but to build the type of anticipation that always translates to increased sales.  If you would like help with your marketing plan, give us a call, we would love to help.

Promotional Products – a Marketing Powerhouse

Promotional Products

Promotional Products

As the kids go back to school and we say goodbye to the lazy days of summer, our thoughts turn back to business. Promotional Products are a great way to remind your customers that you are here for them and provide an excellent return on your marketing investment. Here are some reasons to use Promotional Products in your Marketing Program.

Promotional Products increase brand awareness.

Whether you are just starting your business or have been in business for a long time, it is important to promote your brand. People respond to repeated exposure. Think back to all the commercial jingles that we have heard over the years, I bet you can name many of the products by the slogans that were played over and over again. Our eyes work in the same way. When we see the same thing over and over again, we are more likely to remember it. A carefully chosen promotional item in front of your customer on a daily basis will remind them of you when they need your services!

Promotional Products can be used to open lines of communication.

What better way to introduce your company’s products to potentially new customers than by giving them a gift. It opens the door and gives you the opportunity to get to know them, find out what their needs are and to discuss your products and services. They help create that very important favorable first impression! Giving of Promotional Products improves the recipient’s feelings towards your brand and helps them remember you when the need for your product arises.

Promotional Products can be used as part of a direct mail campaign.

Studies show that adding a Promotional Product to a direct mailing improves the response rates over a letter alone. Get creative. Recently, Kendall Press included a package of herb seeds in our capability brochure mailing as part of our Grow your Business with Kendall Press Campaign. If you haven’t received your seed pack and would like one, just let us know and we will be happy to send you one!

Kendall Press Herb Seed Packs

Promotional Products can be used to show appreciation.

Let’s face it; competition can be tough in the business world. We need to find ways to let our current customers know that we appreciate their business. Branded products are an inexpensive way to say thank you to your current customers or to show appreciation to your staff for a job well done. As with any gift that you give, you need to think about the recipient – gender, age, occupation, etc. All of these factors will help you pick the correct product. Try and choose a something that will be useful and helpful to them on a daily basis.

Here at Kendall Press, we understand that choosing the right promotional products can be difficult, but it is far easier when you have the right professionals on your team, helping you make the right choice. Let the Kendall Press team help you reach new customers and make your next event a success!