Small Business Resource Center

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The 2017 food and beverage trade show roundup

by Tori Tsu
Tori Tsu

If you’re a food or beverage vendor strategizing for the coming year of commerce, now is a good time to think about which trade shows to attend.

In these days of rapid-fire technology growth and the spiraling of e-commerce, it’s more important than ever to stay on top of your industry developments. Missed trade shows mean missed opportunities to network with vendors, weigh your competition, expand your inventory, learn about new trends and innovations, and/or gain a fresh perspective on best practices.

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New skills and thrills for retailers: The 2017 trade show roundup

by Tori Tsu
Tori Tsu

Biting the bullet and registering for a trade show is something many retailers put off because of the expense, the necessity of travel planning and the inconvenience of having to set aside regular work responsibilities.

If you’re one of the procrastinators, however, you may want to reconsider your priorities. Skipping your industry’s most prominent trade shows may mean you’re missing golden opportunities to network with vendors, weigh your competition, expand your inventory, learn about new trends and innovations, and gain a fresh perspective on best practices.

Such events can give you an up-close-and-personal qualitative view of what’s going on in the real world — a view that often transcends quantitative number crunching and market research. In fact, surveys show 66 percent of all trade show attendees are motivated by the chance to increase their personal knowledge.

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Event Marketing for the Undaunted Neophyte

One of the funniest and most insightful bits ever done by the late, great George Carlin was his exploration of how changing what we call something can change our perception of it. The message underlying his profanity-laced hilarity was simple to grasp — the thing remains the thing no matter what we call it, only our perception of it has changed.

That’s sort of what’s happened to what used to be called “event marketing.” If you’re a new small business, or new to the concept of marketing that aims to directly engage consumers, it’s easy to get confused by all the names marketers give this type of activity, including engagement marketing, live marketing, participation marketing, and — our favorite — experiential marketing. No matter what you call it, event marketing is still an old-school marketing method at heart. While you can promote it in the digital realm, the actual hook that gets consumers to engage with your brand occurs in the real world — at a community festival, in-store event, rally, etc.

If you’re a young new business owner, you may be far more comfortable with digital marketing than anything that involves face-to-face interaction between your brand and your customers. Or, if you’ve struggled to master digital marketing, you might have put event marketing on a back burner. However, in your first year of business, event marketing can be a powerful way to maximize the impact of your marketing budget.

Here are the five most important points every event marketing neophyte should know:

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Is Your Small Business Ready for the Holiday Shopping Season?

Mall-shopping-image

With the arrival of cooler air, it’s clear the holiday shopping season is right around the corner. In shops, malls, and downtowns, small retail businesses across the country are planning for their busiest time.

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9 Outdoor Marketing Strategies for Retailers to Attract New Customers

Outdoor Marketing ImageThere are myriad marketing opportunities to promote your shop, but many small retailers often overlook outdoor marketing strategies to attract new customers. Several outdoor marketing tools are cheap to produce and distribute, and they can get your shop in front of hundreds or even thousands of potential new customers with minimal effort. If you want to boost business at your shop, consider the following ten outdoor marketing strategies to attract new customers.

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5 Cheap Easter Marketing Campaigns for Small Businesses

Easter Egg ImageIf you want to market your products and services in a big way this Easter but you’re on a small business budget, you need to develop an Easter marketing campaign that maximizes reach and response with minimal investment. Fortunately, several types of marketing campaigns fit the bill perfectly; including the following five cheap Easter marketing campaigns for small businesses.

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How to Plan a Successful Business Event

Business Event Planning ImageIt’s the night of the event. The lights are dimmed, the speaker is presenting, everyone is engaged, and life is good. Perfect scenario, right? It always happens that way, right? Eh, not so much. That is, unless you plan, plan, plan – and even then there can be a curveball or two. Whether you plan dozens of events a year and consider yourself an expert, or you just happen to be the person in the company who gets that task, you know it can be a lot of work! Let’s dive into the basics of planning a successful event, and how you can prepare for the worst-case scenario, while looking smooth and polished, and accomplishing the best-case scenario! By the time we’re done, your event audience will have no idea you don’t do this for a living.

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