In this guest post article by James Harper, we look at ways of building your brand. Whilst this includes trade shows and exhibitions, it also explains how using promotional vehicles (exhibition trailers) in other creative and innovative ways will not only maximises your investment but will also get your company brand more exposure, both locally and nationally.
Build Your Brand
Building a brand name is a complex and time consuming process, especially in an international market. You can achieve some success with simple advertising campaigns, but if you want your brand to stick in the minds of consumers they will need to be exposed to it repeatedly, and regularly. The best way to ensure this exposure happens is to get people talking about your brand.
Go on the Road
This works best if you’re able to hit a lot of cities. The returns would be limited if you only had one promotional vehicle and it took months to do a tour.
Trade Shows and Exhibitions
If you don’t have a small fleet of vehicles, you might find that hiring one exhibition trailer and letting people come to you would be a more cost effective way to generate attention. Taking an exhibition trailer to a trade show, festival, or exhibition is a good way to reach thousands of people. As an added bonus, a good number of those people will be journalists or bloggers.
Hopefully, they will write about their experience at your booth, generating lots of long term coverage. It’s this “long tail” that makes attending shows so effective.
Promotion on a Local Level
The above suggestions assume that you’re promoting a product or service that can be delivered anywhere in the country. If you’re promoting a local cafe, restaurant, or store that doesn’t do mail order then you’ll want to think on a different scale. It would be a waste of money to attend huge national or international trade events, but you could achieve a lot by sponsoring local sporting events, or letting the local youth group use your exhibition trailer as a shelter and refreshment stand at the town Fayre.
Local events may not seem glamorous, but for a business that relies on local goodwill they are vital. Supporting a youth group or a school sports team will earn you the gratitude of the parents of the children in those groups, and they’re the people who make the purchasing decisions that your business depends upon.
Consistency Is Key
Whatever you decide to do, remember that you don’t become a household name overnight. You will need to be consistent with your promotional efforts, and give them time to start paying off.
In addition to your events based work, consider running a social media campaign. Working with bloggers and active social media users is a good way to expand your influence and reach. Once you have a solid marketing strategy in place, you should find that it keeps on running even while you sleep. At that point, you can be confident that your brand is in a good place.