Mad 4 Blog

Just by making an effort to be environmentally friendly, your business may make itself seem even more appealing to prospective clients and customers. You may not be able to totally revamp the way your organization operates, but even a little goes a long way. To get a leg above your eco-inconsiderate competitors, you should start by introducing your brand without harming the planet. After all, first impressions are the most important. Here are three possible ways to share information about your company while eliminating paper waste:

1. Mobile-to-mobile business cards. Instead of passing out those tiny squares of shredded trees that are apt to get lost, you can pass along your basic business details through a text message. Services such as Contxts allow you to create a standard template that’s sent to a phone directly or when someone (you or your new business associate) texts in a certain code. An added bonus is that smartphone users can simply tab a link to your company’s website to get loads more info than you could ever squish onto a little business card. The only downside is that users who pay to send or receive messages might not appreciate spending the extra cents (try reminding them that it’s not for you, it’s for Mother Nature).

2. Take info, don’t give it out. If you’re out in the field (trade shows, promotional events), you should solicit e-mail addresses and phone numbers that can all be input via a laptop at the site. Then you can send out e-newsletters or links with further information about your company. Visible materials on the site can be helpful ways to promote your business, and they can be used again (freestanding displays, T-shirts). But you can eliminate the paper handouts that weigh down those free totes that everyone else is giving out. And you can even helpfully inform your visitors that providing their electronic contact information for future advertising endeavors will spare the environment the burden of paperwork follow-ups. Hey, it’s worth a shot.

3. Put everything on your website. This may sound like a no-brainer, but it means you can just give out your website and consolidate a lot of marketing. Having a website that’s not only an advertisement but also a thorough resource having to do with your company and its industry can save your customers time when making up their mind about you. Sharing a URL is thriftier than giving out fliers, brochures and sell sheets. This is especially important because your info can be regularly updated online, while it more quickly goes out of date on disposable materials that get handed out. You might change your phone number four times before Mr. Buyer stops using that handy koozy you gave him at a convention eight years ago.

Last week, we talked about three important rules for interacting socially at business events. But what about when you’re ready to get the job done – that is, exchanging information, talking about your brand and bringing home the ROI for the reputation you earned by engaging properly and being on your best behavior? You may be handing out resumes, key chains or info packets, but no matter what – you’ve got a job to do. Here’s how to pass along your info without being pushy or unprofessional:

4. Make concrete plans. If you speak to someone who might make a perfect pairing for you or your company, don’t just say you’ll be in touch. Tell them that you’ll send an e-mail that evening or call their office on Monday – and then actually do it. Setting and meeting concrete goals is an often-overlooked, easy way to establish yourself as a trustworthy individual who would be good to work with. When reaching out, be sure to reference where and when you met that person, as well as something you spoke about. It may also be a good idea to connect through LinkedIn or Facebook, where your personal image or company logo will accompany your message, making it simple for them to remember you from a crowd of new names and faces at your networking event. And …

5. Always be prepared. The worst thing that can possibly happen is to be asked for your business card or promotional materials and not have anything on hand. No, it won’t simply due to rattle off your company’s website and hope that they remember; it’s not even good enough to exchange e-mail addresses or digits. A physical reminder of your meeting is an important part of carving your niche. So even if you’re just running down the ice machine, you might want to have a card or brochure in your pocket. Similarly …

6. Know your key messages by heart. Yes, you need to have a few sound bites memorized about your position as well as the business at large. These can be short phrases or even fun facts; just be genuine when delivering them so that they don’t make you seem corny or insincere. Polish up that elevator speech so that you can explain what you do in a concise and interesting way. You will be asked questions about your company – and even if you answer four correctly, your audience is more likely to remember the fifth that you didn’t know. Brush up on your company’s history and timeline, as well as the background of any key players, past and present. Know your numbers and, most importantly, understand your aims and objectives so that you can accurately convey them to people who may be able to help you achieve them.

Know any other tips and tricks we should share? Leave a comment or Contact Us.

Summer’s a popular season for conventions, trade shows, seminars and meet-and-greets. All of these are wonderful opportunities to get to know your industry peers, potential clients – and yes, even competitors. You may be an individual who’s looking for a new job, a professional trying to promote your business or simply building up your Rolodex – but whatever your agenda may be, you need to know the etiquette of networking before you breach the many hotel lounges, convention halls and conference rooms that await you. This week and next week, learn top tips when it comes to mixing work and play:

1. Remain the face of your company and brand. It may be after hours, but you’re still John Smith from Company A even when you’re down at the continental breakfast or waiting for a taxi. When you’re traveling for a business event – either downtown or across the country – you must remain somewhat in character at all times. This is especially important when you’re traveling alone and have to singularly represent your entire business. People will notice your persistent professional demeanor and appreciate that you’re not just putting on a face when you’re inside the event’s walls. However …

2. Putting business first can be a put-off. Many events emphasize the social aspect of networking events and conferences. That’s why there’s usually a cocktail hour or “fun” element to the evening, weekend or – yikes – week. Even in your best suit, you’re supposed to be friendly and relaxed – but don’t worry, everyone knows that everyone is there with an agenda. It’s simply an elephant in the room that doesn’t need to be addressed the minute you’re shaking someone’s hand. Focus on learning names, being pleasant and conveying a memorable sense of your personality. You can always exchange information and be in touch later about the nitty-gritty work details. If they liked your presence and attitude, they will be much more likely to remember you and respond to your e-mail than if you have a straight-down-to-business attitude and state your purpose from the outset. That being said …

3. Adhere to a two-drink maximum. Even if you sense that your colleagues want to party all night with you, they will respect you more if you cut yourself off after a few drinks. It’s important not only for that night but for the next day, too, if you have full account of your faculties and are able to communicate well. This doesn’t mean not to have any fun; but nursing two drinks as you network is a smart idea that can speak highly of your commitment to success. Plus, you’ll be up bright and early to get a head start on the lineup of events scheduled for the next day. Your less-sprightly colleagues will envy your energy as the day goes on.

Check back next Monday for Part 2!

Skyline Trade Show Tips offers helpful studies, suggestions and guidelines for optimal performance at trade shows. One article explains how you can have fun when presenting at trade shows. Although frequent trade show attendees may find the process rote, there are still a few ways to keep trade shows upbeat and exciting. Here are just a few tips from Skyline, expounded upon by Mad 4 Marketing. Because after 18 years in business, we certainly have a history with trade shows!

Guess the Hottest Booth Trend
Before entering your trade show, everyone on your team should pick a trend that they predict will be the hottest trade show trend. You can bet on types of candy being handed out or the most popular colors used in trade show displays. There are endless variations! To make your bids, you’ll be forced to consider previous trade show experiences. This will help you get into the right mindset to attend, while allowing you to reflect on prior experiences. In turn, this can help you brainstorm your own unique ways to stand out from the crowd. Once everyone has submitted their bid, you can spend the day figuring out the most popular trade show trends. One person will be declared the winner! And you’ll also gain plenty of notes about the hottest and most successful trade show trends.

Add Key Words to Conversations
Skyline suggests playing a word game where you challenge your co-workers and fellow booth staffers to interject silly or obscure words into conversations with visitors. Mad 4 Marketing thought of a way to improve upon this game. Before attending a trade show, itemize your company’s key messaging. This can be anything from a business slogan to power words that are relevant to your industry, such as “customer satisfaction” or “first in service.” Each time someone on your team uses one of the phrases in conversation, they can collect a point or cross their phrase off a bingo chart. Whoever wins receives a prize!

Count Engagement Timing
This game can be played two ways. You can walk down the center of an aisle at a trade show and count how many steps you can take before someone makes the effort to directly address you. Or, you can approach a booth and begin to pick up pamphlets or fiddle with the display while counting how long it takes for a staffer to come speak to you. The biggest advantage to trade shows is the ability to engage with your colleagues and customers. This game allows you to learn the tricks and techniques of other businesses while figuring out what will and won’t work for your own company in the future.

Ask the Hard Questions
At a trade show, it may be fun to visit rival booths and ask them questions such as ‘What are your business weaknesses?’ and ‘Why are you better than your competitors?’ (You can even interject your own company name for the second one!) Being able to freely engage with the competition is an advantage you should never pass up. This is your opportunity to find out everything you can about the companies with whom you compete–often, under the cloak of anonymity. Just be prepared to have your own answers in case they turn this fun little game back on you!