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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

Essential checklist for exhibitors

Exhibitions can be a great place to meet potential customers face-to-face. Here are the key steps to exhibition success.

  • Clarify your event objectives - for example, to collect leads, meet existing customers, make direct sales, or network with other businesses.
  • Choose an exhibition that will attract your target audience, and take into account the exhibition’s reputation, location, size and publicity plans.
  • Consider whether the timing suits your plans and existing workload.
  • Assess how cost-effective it will be: compare expected benefits with the costs of exhibiting, including staffing your stand.
  • Book early to ensure that you are included in the organisers’ publicity material.
  • Book a space which will suit your proposed display; consider which locations in the venue offer the most cost-effective exposure.
  • Decide whether to use the organisers’ shell scheme, or design and use your own stand.
  • Start planning well in advance: organise marketing literature, signage,  product samples and any promotional gifts, plan the layout of your stand and find out what facilities are available (eg storage and security, lighting, power points, broadband access and refreshments).
  • Before the exhibition, promote your attendance to current and potential customers (for example, by advertising, in your email newsletters, in the press or with VIP tickets).
  • Decide in advance how you will respond to different visitors - for example, potential customers, existing customers, suppliers, industry VIPs and competitors looking for information.
  • Select personable, knowledgeable employees for the stand, and provide sales training if necessary; take enough people to allow for breaks.
  • During the exhibition, let visitors browse briefly before approaching them to identify who they are and what their interest is.
  • Arrange to follow up; as a minimum, record the name, job title, contact details and area of interest of each potential customer.
  • Consider using the organisers’ list of attendees, as well as your own records, to contact people after the exhibition (as long as they have consented to this).

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