The Show Of Business – Making Your Event Impression

In What You Need To Know About Small Business on April 25, 2017 at 6:27 am

You need to have a good marketing head on your shoulders if you expect to succeed in business at all. It’s one of the most effective tools in bringing leads to you, it adds legitimacy to the business, and it helps you stand out amongst competitors. The expos, events and trade shows of the business year are your opportunity to do that in style. However, if you want to stand out, you have to be willing to earn that visibility.

Find the right space

For a lot of businesses that haven’t done it before, the impact of choosing the right physical space at a trade show can be a surprisingly important choice. It’s vital you learn that now as opposed to later. The closer you can get to entrances and the beginning of a route through booths, the better. It might cost more and it might require booking as early as possible, but it pays off for the amount of attention you get by sheer virtue of foot traffic alone.

Wear that brand

It’s inconceivable to some, but there are businesses who just aren’t used to wearing their brand loud and proud. If that’s the case for you, it may very well be because you haven’t put a lot of thought into the visual brand of your business. Now is the time to change that. This is your opportunity to leave a lasting impression of the business and having a unified style, alongside a logo, is a big part of that. Unbranded booths in a trade show just look confused and unfocused. They’ll be ignored more often than not.

Stand out

Branding isn’t the only thing you need to be concerned about it, either. It’s important for leaving that impression but you need to put serious thought as to how you gain attention in the first place. Embracing the full spectrum of visual and audial display is what ‘wins’ a trade show. If you could use AV hire to set up a specific mood around the booth, then set it. If you have good multimedia such as videos or presentations to dot the booth with, do it. Be bold in setting an impression.

Have something to say

Of course, there’s a phase between ‘catching their attention’ and ‘getting remembered’. That phase is the meat of it, winning over your potential leads. The wrong way to go about it is to expect them to have all the questions and just be loaded with the answers. Talking to the specifics of needs and circumstances they mention is a great way to personalize your approach. However, you still need to work on the core of the presentation beforehand. Know what you’re offering, know the emotional values of it, know the audience. Don’t read directly from cue cards and don’t rote memorize entire paragraphs, but have an aim and have the talking points to take the discussion there.

Showing up to a trade show with nothing to show, say, or offer isn’t just going to be a benign failure for your business. It’s a marketing disaster that can cast real doubt onto the professionalism of your operation. Don’t let it happen to you.

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Protect Your Business Against 3 Types Of Emergency Threats

In What You Need To Know About Small Business on April 24, 2017 at 6:21 am

For business owners, the choice of new employees is essential, as it means bringing new skills and value to the company. This is tightly connected to the productivity and the growth of your business. Similarly, the choice of protection for your business is just as important, as no protection would be more damaging than hiring the wrong employee. It’s not about productivity or growth loss, but it is about recognizing the potential of destruction of specific issues for your business. When an emergency hits your business, you don’t only experience a drop in productivity in one area; you experience an overall drop in work as well as high repair costs that can burden your growth for the years to come. Additionally, some emergencies can leave a lasting negative image in the media and damage customer’s trust for a very long time. In short, you want to protect your business against three key emergency threats: Natural catastrophes, theft and health & safety issues.  

Natural Emergencies

A natural catastrophe is generally the result of terrible weather conditions that you have no control over. However, what you can control when you choose to start your business is the location. You can research the potential risks of each location, and specifically check the previous weather forecasts for flooding, earthquakes, forest fires, etc. Most businesses, depending on where they are based, are advised to take an additional earthquake insurance, as this is a separate insurance agreement that protects you from earthquake damages. Additionally, your choice of premises is also essential in protecting your staff and goods against natural catastrophes. Steel buildings, for example – you can easily check prefab metal buildings kits prices online – offer a sturdy base that stands through most earthquakes. Additionally, if you work in the restaurant and chemical sectors, metal buildings are less likely to catch fire. This makes them a perfect choice for kitchen and chemical labs.  

Flooding in Franklinton, La., 2016


Theft-Related Emergencies

Theft can happen to the most secure businesses, so it may sound a little simple to talk about protection. However, theft is less likely to occur when you don’t take simple and visible precautions, such as not locking a door, for example. Additionally, making sure that site alarms and cameras are visible can also discourage most thieves. Finally, cyber theft, such as stealing data, is becoming more and more frequent for big businesses. Common measures of protection focus on passwords and encryption. But similarly, it is also essential to erase any sensitive file that is not required any longer. Don’t take any chance!

Health & Safety Emergencies

H&S emergencies are the most common within a business area, from an employee tripping against an electric cable to complaining about backaches. Therefore, you should regularly run environmental H&S surveys on your site, to make sure that your employees are not at risk. But, as you can never be sure of what each day will be made of, it is essential to provide first aid training to at least two employees on each location. Simple but life-saving training courses, such as CPR, only require a maximum of 4 hours to complete. When you consider the difference that CPR can make in a real situation, you know that it won’t be wasted time. Additionally, it’s essential to train some members of your team to emergency first response behaviors. The knowledge of first aid methods can save someone’s life.   

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What Are Your Users Really Thinking?

In Uncategorized on April 22, 2017 at 8:50 am

One of the most common business problems of all is that companies can’t read the minds of their customers (or their potential customers!). As technologically advanced as we are, we still haven’t quite gotten to the stage where we can do that particular trick.

With that particular restriction in mind, how is a company supposed to find out what people want to see in a particular product or service? Or what they think about their website? This isn’t information that it would simply be nice to have. For most businesses, this is utterly essential. Some seem to get by with some very good luck, always managing to please consumers with whatever they do. But most companies need to find out what people really think about both their company and the industry at large.

So we’re going to take a quick look at the ways in which you can find out more about what your userbase and your potential userbase are thinking.



To some, this will seem like way too obvious an answer. But a lot of companies simply neglect to consider surveys – or, worse, they go about surveys in completely the wrong way!

Surveys are an essential part of general customer research, and they don’t always require people to answer questions specifically about your product or service. There are businesses out there that can help you locate such data about the industry at large. But when it comes specifically to your product or service, you have to be careful about the questions and answers you provide to users.


There are a lot of key questions you should ensure are asked in a given survey. And people will often take a long time thinking about the sorts of questions they’ll provide. But most companies won’t give nearly as much thought to the type of answers they expect consumers to give. Here’s a tip: simply giving people a five-point Likert scale that basically only allows users to answer by degrees of satisfaction. (‘Satisfied’, ‘somewhat satisfied’, ‘extremely dissatisfied’, etc.) You should consider using different language here. Allow answers to be more specific to the question, and use terms like ‘frustrated’, ‘delighted’, and ‘disappointed’.

Search engine optimization

A lot of people only think about SEO in terms of digital marketing – which, of course, is its primary functioning. But good SEO can actually provide you with a lot of information that is vital for your company.

Because SEO requires a lot of data, achieved through keyword research and analytics, you get a deeper understanding of what people are actually searching for. Think about it: every day, millions of people go online and actually spell out their “intents” – if you want to know what it is people are looking for, then search engines are the key because people literally type out what it is they’re looking for on them!

Working with an SEO company such as Excelsior Internet Marketing will help you get access to the kind of analytical data you need. Experts in the field have the knowledge and tools to find out what keywords are hot at any given time. This gives you access to a wealth of information when it comes to what users are looking for in a product or service. Plus, y’know, you also get all the Internet marketing benefits that come with SEO anyway.


Heat maps

Your website is how the vast majority of people who find out about your business first learn about it. It’s their introduction to what you do and how you do it. The difficult thing about designing a website is that, even with expert web designers helping you out, it’s difficult to tell exactly what it is that users end up paying most attention to on your webpages.

This is where heat maps come in handy. They provide you with a visualization of what your website users are actually clicking on and where their attention is most likely to be concentrated. This is represented with ‘heat indication’ – areas with a lot of clicks appear red, for instance. It also shows you how far users tend to scroll down on your webpages.

This can give you invaluable information when it comes to your website’s usability, too. Let;s say you find out that a lot of users are clicking on an area that doesn’t really do anything. Through surveying, you can then find out why they’re clicking in that area. It’s possible they’re expecting something to happen – for example, a social media sharing widget to appear. This is something you can then implement for increased usability and satisfaction.

User testing

At the end of the day, getting users to test your product, service, or website before general release is going to give you some of the best indications about the end experience possible. A lot of business owners tend to think that professional testers aren’t very good at representing the ‘end users’, because they have to take a professional mindset to the task. But testers are actually very likely to have opinions that match those of the end users.

You can get testing for pretty much anything. If you have a particular product, you can either hire a business to help you out with user testing, or you can contact critics who work in the field who would be able to give you a preliminary review (just make sure they’re willing to do this without publishing their thoughts on their blog or in a magazine!).

User testing of a website can also be accomplished on websites such as (wait for it…) UserTesting. You can even get videos of people using your website! Good services will also allow you to be in touch with the testers in question, which allows you both to work together to create something that’s more pleasant to use.

Search for yourself on social media

Sure, it doesn’t sound as professional as the other methods here. But just remember how honest people can be over social media when it comes to their experiences about a particular industry. Twitter, in particular, is one of the best ways to gauge general reactions about particular products and events.

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