| Every small business knows the importance of | | | | make a smart decision about where to purchase |
| exposure to get customers in the door. And while | | | | your trade show display. If you are working with |
| execution of this basic marketing principle comes | | | | a limited budget, tabletop displays make a big |
| in varying degrees of complexity and cost, you | | | | statement for a small investment. |
| do not have to empty the bank account to get | | | | And there are more advantages to tabletop |
| your company's name in front of a targeted | | | | displays than just price. Larger, more elaborate |
| audience. | | | | floor displays are often heavy, cumbersome, |
| Following the old, basic marketing model - putting | | | | must be transported in several pieces and have a |
| a sign with your company's name on the door; | | | | complex assembly that requires help from more |
| sprinkling your advertising budget across print, | | | | than one person. Tabletop displays, on the other |
| radio and television campaigns; and paying a | | | | hand, are reasonably compact and lightweight, |
| graphic designer for a slick brochure or pamphlet - | | | | easily transportable (whether by airplane or car) |
| minimizes your impact in the marketplace. An | | | | and simple to put together. Many come with |
| important step in expanding your customer base | | | | lighting, a shipping case, and a variety of add-on |
| is gaining exposure to generate interest in your | | | | options to make your display more elaborate. If |
| brand. And if you were thinking that you couldn't | | | | you are looking to fine-tune that polished look, |
| get a lot of exposure because of a limited budget, | | | | remember to add table throws, trade show |
| keep in mind that there are always effective, | | | | flooring and literature racks. If you aren't quite |
| low-cost marketing options to attract potential | | | | sure which type of trade show display you want |
| customers. | | | | or need, you may be able to rent a more |
| Here's a look at a couple of ideas to stretch your | | | | sophisticated model for a significantly lower price. |
| advertising dollars. | | | | Sponsorships |
| Website | | | | It seems that advertising has sneaked its way |
| Just under a decade ago, only the large | | | | into every nook and cranny of our existence - |
| companies were using their websites as effective | | | | and from your local weather broadcast to the |
| marketing tools. Today, almost every business | | | | Olympics, companies large and small have learned |
| needs one. Your website serves as an essential | | | | that sponsorships are advertising at its best. |
| piece of your overall marketing plan that fuels a | | | | Companies often sponsor well-publicized events to |
| sense of legitimacy for your business. If you don't | | | | create an association in the consumer's psyche |
| have a website, potential customers may be | | | | between charitable giving and their company and |
| turned off because these days, the perception is | | | | or product - even companies that are well-known |
| this: if you are a legitimate professional, you have | | | | household names. McDonald's was an official |
| a website. It's as important as having a phone | | | | sponsor for the 2006 Olympic Winter Games; |
| number for your business. | | | | Altria (the parent company of Kraft Foods and |
| The options for the size, appearance and | | | | Philip Morris USA) sponsors domestic violence |
| functionality of a website are endless. But a | | | | prevention programs; from children's health in New |
| presence on the Web is essential for you to take | | | | Zealand to classrooms for students in England, |
| your company beyond your word-of-mouth | | | | Microsoft spends millions of dollars each year in |
| customer base. As you look into planning your | | | | charitable giving; and scores of small and large |
| website, remember to budget for website design, | | | | businesses offer funding to support events and |
| development, hosting, maintenance and content | | | | causes in their local community, from cancer |
| management. | | | | walks and 10K marathons to your local |
| Trade Shows | | | | after-school programs, symphony, little league |
| Trade shows bring a targeted group of | | | | teams and amateur sports leagues. |
| businesses to one location, and the event is | | | | No matter the size of your company, there is a |
| marketed toward that industry's target audience. | | | | charitable organization, cause or event that could |
| When you participate as a vendor at a trade | | | | use your dollars for support. Of course, the more |
| show, you know the customers walking in the | | | | money you give, the more exposure you will |
| door are more likely than the general public to be | | | | receive. But, whether you give $100 or $1,000, |
| interested in your product or service. As | | | | your company will receive some exposure. |
| attendees walk past your trade show booth, your | | | | There is an endless list of other strategies to get |
| display will introduce the customer to your | | | | your company's name in front of a limited |
| company before they formally meet you. And | | | | audience - speaking engagements, volunteer |
| you must come to the event prepared to sell - | | | | work, memberships with clubs and associations, |
| your team should be skilled in delivering your | | | | give-away promotions etc. But through an |
| elevator pitch, know the details of your product | | | | effective website, regular trade show participation |
| or service and be able answer any questions | | | | and a consistent sponsorship strategy, you will be |
| potential customers may ask. | | | | maximizing your marketing dollars for quality |
| To make sure you attract attention and stand | | | | exposure without blowing your budget. |
| out from the crowd of exhibitors, you must | | | | |