Making a Home Show work for your business…

As the Fall Home Show season approaches, I get swamped by clients needing everything from extra marketing materials to full home show booths and signage. I also get a lot of questions about how to make sure the show is an effective use of the business’s time and money and how to judge said effectiveness.

Home Shows tend to be a large expense. Some can be as little as $100 – $200 or more than $1500 for a booth. The price, in most cases but not all, reflects the amount of traffic a show will get and the amount of advertising that is done, the venue type, and the extras the show will provide. Look at the price as you would any other advertising expense but remember that a show is direct, face-to-face contact with potential clients.  Newspaper Ads, Flyers, and other marketing materials are not that direct so shows are actually a more effective use of your advertising dollar. Nothing beats that handshake and greeting you can offer a potential client while standing at your booth. But unless you are properly prepared and work the show correctly, it can be a massive waste of your time and money. So here are some points and tips to make a Home Show work for your business…

Get off your butt! I can’t tell you the number of times I have seen people at show booths sitting on chairs watching as people walk up to the booth. I have had vendors at my shows do this and they are the first ones to complain that the show didn’t work for them. The absolute WORST thing you can do at a show is to passively sit around in your booth and wait for people to come and talk with you. Get up, stand at the front of your booth and greet people as they walk by. Standing for hours on end is hard, so take a break now and then with a stool at the front of your booth but don’t stay there permanently and DON’T sit there eating your lunch!

Be Prepared! Do you know how to properly answer the questions people will most likely have when coming to your booth? Do you know what you want to promote or sell? You must have a clear idea as to your goals for the show and your entire presentation at your booth must reflect this. If you are there just to get your business name out and meet people, make sure you can answer basic questions about what you do and the benefits of your product or service in a clear, concise, and QUICK manner. You have a short period of time to speak with guests so make sure you are prepared for their questions.

Follow Up! The biggest mistake you can make when doing a show is to follow up too late or not at all. If you are collecting cards or information (through ballots etc.) you need to make sure to follow up within a week. Have a set script of what you want to say when you introduce yourself again to the contact so that you don’t sound unprofessional or nervous.

Be Professional. This point is so incredibly important. You need to have a professional booth presentation at all levels; your person, your booth, and your materials. I have seen many booths that are put together at the last minute with poor signage, printed marketing materials that look like they just got pulled out of a bag in the trunk of someones car, and the staff at the booth are dressed badly and look unkept. What a great way to present your business… You need to make sure that your booth looks professional!

• Get your signage printed professionally – you can get simple banners printed at your local printer for much cheaper than a vinyl banner if cost is an issue. Make sure the items that are in your booth are clean, look new, and are consistent.

• Get your marketing materials printed professionally, not on your home computer, even if your budget is tight. Marketing materials will be the lasting impression you leave with potential clients once they walk away from your booth. They may not remember you but will have your business card/flyer/brochure/postcard in hand. If it looks unprofessional do you really think they are going to call you?

• Dress the part. Make sure you are dressed appropriately for the venue and your guests. A suit may not be appropriate but business casual usually is. Make sure your person looks put together and clean with no funny smells etc. Have breath mints or gum on hand.

How can you tell if the show has been worth your time? This is a hard question as different businesses have different goals when doing a show. But, there are a few things you need to keep in mind when judging whether a show was worth it.

• Traffic does not dictate a successful show. If the traffic is down it can be a more intimate setting and allow for more time with each guest. So don’t be too quick to write-off a show simply because the traffic was not what you expected. That extra time might make a big difference in building a relationship with potential customers.

• Quality is always better than quantity. Did you give out a good amount of marketing materials to guests you spoke with directly? It’s great to go through 1000 business cards at a show but if people just grabbed them as they walked by and most likely will throw them out later, is that really effective? You want to track the number of cards you gave personally to people you spoke to directly.

• Did you network with the other vendors? That can sometimes be the best thing you get out of a show – building a relationship with other vendors. Whether it is for business or personal use, you should try to get to know a few of the other vendors, exchange marketing materials, and follow-up.

Shows can be a great expense with little or no results for your business if you take a causal, unprofessional approach to them. If you follow my tips above, your chances of having a successful show go way up! Take the time to prepare and I hope this show season is a good one for your business.

- The Small Business Place manages more than 5 home shows per year. Information on all our shows can be found on our website. We can also provide businesses with anything they could need for a Home/Trade show from marketing materials to signage and giveaways. Visit our website at http://www.thesmallbusinessplace.ca for more details.

Business Cards…Who needs them?

Ok, so in this world of digital everything, should we really bother carrying business cards anymore? That was a question a new client posed to me the other day and, with eyes popping out of my head and a short sputter, I announced quite vehemently – YES! The fact that he even asked me that question lead to a lot of contemplation on my part and I wondered how many other people have stopped producing hand-to-hand advertising pieces, like business cards, brochures etc, and opted to let their online presence completely market their business or hope that a potential client has a Blackberry or iPhone and can just be ‘beamed’ the info.

It’s a scary thought that many people believe that since they have a website, facebook page, blog etc. that they don’t need to spend the time or money on their offline materials. After a few conversations with people I know, online and offline, I discovered a very interesting fact – the majority of successful businesses still rely on their offline materials to carry the day. Yes, there are a few businesses that operate solely online but what happens if they meet someone in person who is interested in what their business does? Do they scratch their website onto a napkin? (I have seen this done, by the way). That being said, who needs a business card, how should they be made, what should they have on them, and why do you need one….

WHO/WHY – Whether you run a business strictly online, mostly offline, or a combination of both, you need to have a business card. Cards relay your contact information and products/services to potential clients, networking contacts, and existing customers. You want them to be able to contact you whether they have an internet connection or not, so relying on just a website or facebook page is not a good enough contact resource for your business. Don’t go out and print 1000 and then sit on them for a year, produce a smaller number like 250 or 500 and give those babies out any chance you get. Yes, people may take them and then throw them out or use them as a tooth pic but they can ignore your website just as easily and will remember you less from the web. Having something in hand is always more effective and increases the chances of them remembering you and visiting your website to get more information about your business.

WHAT – Your business card is a teaser, that little piece that should entice someone to learn more about your business. It is the first stage of your offline marketing approach; from there a person can go to your website or email you for more information. So you should have very specific information on your business cards, but not too much. Name is important, position within the company is not. No one is impressed that you call yourself the CEO of your small business (it is ok to put a position under your name as long as it is not there just to tweak your own ego). Your phone number, email, website and any other online resources (like facebook, twitter, and your blog) should be on that card. A brief description of your products and services should be there but don’t make it too wordy. People won’t want to read it all or won’t be able to read it all if you have a whole bunch of tiny text streaked across the back of your card.

HOW – Everyone should have a professionally produced business card; I don’t care how good your home printer is or how great you are with photoshop. Yes, you can save a bit of money but the look and feel of your cards will never be as good as the professional printer and your clients can tell the difference. I get cards all the time with spelling errors, improper cuts, and best of all – the little ridges on the border where the paper has been broken apart. What does it say about your business if you “save a little money” by producing your cards or other marketing materials yourself? It does not tell your customers that you are frugal and a smart business person, it tells them that you are cheap and don’t think that the impression you make is important. Your business card is that lasting impression you leave with the people you meet – MAKE IT COUNT! There are a ton of online and offline sources – from inexpensive template, direct order sites to your local printing company – so get in there, get your materials printed professionally and make the right impression!

As long as we meet people face-to-face, chat with that random person in the grocery store, we are going to need a professional marketing piece to hand someone. Whether we are an online business, offline business or both we will always have a need for that little piece of paper that tells the other person that we are happy to meet them and want to do business with them. Don’t go cheap, make a great impression, and stop forgetting to put your cards in your wallet when you go out!

- The Small Business Place provides graphic design and custom printing services to clients world wide. Visit our website for more information on what we can do for your business.

http://www.thesmallbusinessplace.ca

Peri Pakroo – The Women’s Small Business Start-Up Kit

A comprehensive guide without the fluff and frivolity of some other business books targeted to women.

Finally, a decent book that is targeted to women entrepreneurs. This book appeals to the serious business woman who wants to move forward with a successful business, regardless of industry; flower seller, contractor, accountant, and every field in between. I have worked with over 100 women entrepreneurs over the last few years and can easily say that any other them would be able to get something from this great book.

The contents are complex and very detailed, addressing everything from running your business as a parent to legal business forms and marketing. The book is a comprehensive guide without the fluff and frivolity of some other business books targeted to women. No inspirational “pump ups”, no down-talking so the little women can understand the complexities of running a real business… and no pink! I have found other books to be slightly condescending and so basic that they are not worth the paper they have been printed on. This one is worth the buy; even if it is focused on running a business in the US (I am in Canada, as are a lot of my clients). The general information still translates regardless of where you will be operating your business.

There is a CD-ROM that accompanies the book containing interviews, worksheets, and much more to give this book and overall top rating from me. Check out Peri Pakroo’s blog for more information and her other books.

I give this book an 8.5 out of 10.

Cafe Bella, Orangeville… my home away from my office!

Ah, Cafe Bella… A cup of tea, a grilled cheese panini, and my life is complete. Actually my crazy marathon of meetings commences and I feel more like part of the furniture after being here all day. But, if I am going to subject myself to the world that is Orangeville on a Monday, what better place to do it than Cafe Bella.

Located at 85 Broadway in downtown Orangeville (519-941-0300), Cafe Bella is not the first ‘cafe’ to be at that location. In fact I used to frequent the business that used to occupy the spot. I say occupy because, compared to the service and food at Cafe Bella, the old business simply occupied that space. Cafe Bella makes a statement of welcome that keeps you coming back for more… and its not just owner Denise’s homemade goodies either!

From the first day I walked in there, owner Frank made me feel part of the family, instantly learning my name and how I take my tea. That is an important aspect of the experience at your local coffee shop… this owner takes the time to build a relationship with you. The food is mostly home-made and absolutely delicious with daily specials that fill your belly right and tight. Even if you are just there for the all-day breakfast or one of their specialty coffees, you will want to go back again and again. They have free high-speed internet, which is great for me as I can hold meetings with clients there all day and not have to worry about missing important emails.

I recommend trying any of the panini with a cappuccino, espresso, or latte. They also have an wide assortment of tea that tickles my tea-lovers fancy. Just this week Frank has introduced his ‘frequent drinkers’ cards for when you buy 9 coffee or tea you will get the 10th free – make sure to get your card.

Overall, I would give Cafe Bella a 9.5 out of 10 for great food, a good atmosphere, and great pricing. Stop by today or visit their new website at www.cafebella.ca.

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Windmill Hill… Soaps I can’t seem to stop buying!

“Something special for the festive season. This is our favourite Christmas scent, fresh mandarin oranges, spicy sweet cinnamon and warm aromatic cloves. Each bar weighs approx 120g, but as they are handcut, they can vary from 115-140g or between 4 and 5 ounces.
Ingredients: Olea Europaea (Olive) Oil/Huile d’Olive, Cocos Nucifera (Coconut) Oil/Huile de Noix de Coco, Elaeis guinnesis (Palm)/Huile de Palme, Water/Eau, Sodium Hydroxide, Fragrance, Calendula Petals”

I like handmade things, especially when it comes to bath and body items. I have tried a variety of handmade soaps in the past and I was very pleased with Windmill Hill’s Spiced Mandarin bar. As mentioned in the quote above, from the Windmill Hill website, the bars are handcut at the retailer or boutique that you purchase it from. You can also buy online though their website – I purchased mine at Noinkee’s in Orangeville at 168B Broadway, thru the tunnel. I like the idea of my soap being fresh enough to be cut on the spot and wrapped just for me… this also eliminates unnecessary packaging. The fragrance of this soap was just right, not too strong but strong enough to fill the bathroom nicely with its fresh spicy scent.

Soap tends to make my skin dry so I used this cautiously on my hands first. I was delighted when it left my hands with a pleasant smell and no dry skin in sight. I decided to be brave… the soap joined me in the shower. Again, I was worried it would make my skin dry and itchy. But I was surprised again when I didn’t need to apply moisturizer afterward. The final test was my face, but unfortunately, my success over dry skin ended there. But to defend this wonderful soap, my face is very sensitive and I was not disappointed that I had to apply my cream once I washed my face. The soap left all my skin feeling squeaky clean, literally, and lathered very well with a small amount of water.

There are currently over a dozen flavours available online at www.windmillhill.ca, I am in the process of convincing the macho man in my life to try the Oatmeal one to help with his psoriasis. We shall see…

Overall, I thought this soap was well worth the $5 price tag and I will continue to try their new scents as my local store has them available. This is a must have for that bathroom in your house that you actually let guests use… lol. Rumour has it they have some great new products coming out for the holiday season. I give this soap a 9 out of 10.

Self-employed to get EI benefits… its about time!

I read with excitement the article from CBC (found here) regarding the introduction of EI benefits to the more than 2.6 million self-employed people in this country. This will include maternity, parental, adoption, medical and compassionate-care benefits. All I can say is… ITS ABOUT FREAKIN’ TIME!

Slowly but surely the government is recognizing the need to extend benefits to self-employed people. Its not like we don’t pay taxes just like everyone else, its not like we don’t pour our own meager funds back into the economy just like everyone else. We are one of the reasons this country did not slide into a complete recession. But, we still get treated like second class citizens by our government and our contribution to the work load is unrecognized. I am proud to see the conservatives finally living up to one of their campaign promises.

I know there are reasonable arguments for and against this policy and that a number of self-employed individuals will not take advantage of the benefits; they have separate insurance or have set-up another type of contingency plan for maternity leave, bereavement etc. However, I am very much in favour of this, partially because I am a younger woman who will be able to use this service. If you are a 50+ year old man, yes you will not use the majority of the benefits – so don’t opt in for it. Yes, there will be people who abuse the system – what’s new? Yes, there will be people who will complain about the money from the system going towards this program even if it is going to be self funded. Any time a new program is brought forward there will be complainers. The only problem I see is the cost to the self employed individuals. People don’t really understand how much the contributions are… As an example, if you make $2000 a month, you will end up paying just a little over $1000 a year in EI. That’s close to 5%. If you are not really going to use the big payout benefits like maternity or parental leave, is it worth it to participate even for 2/3 of your income? Still, I think this program is great, very beneficial for a good portion of the self-employed individuals in Canada, and I look forward to utilizing the service.

BeanStock Inc. Bath Bombs… yummy!

I consider myself to be very sensitive to fragrance and dyes. I am that poor person on the subway, red faced with lips turning blue in a vain attempt not to suffocate because of some ignorant person wearing too much perfume. Really people, do you not realize that perfume should be a subtle scent that tickles ones nose when they get close to you… not an overpowering wave of musky, rosey, I-don’t-know-what, that threatens the very lives of those within 50ft of you? Needless to say, I end up with a migraine for days afterward…

Anyway, I am sensitive to fragrance and hence avoid most bath and body products after trying too many that left me smelling funny and itchy or just plain did nothing for my skin. However, at the urging of my good friend Miyeko Simons of Noinkee’s Inc. (A boutique in Orangeville Ont, off Broadway thru the tunnel) I decided to try these new Bath Bombs by Beanstock Inc. that she had in her store.

So, I filled my in-laws massive soaker tub, nestled down with a good romance novel, and dropped in a raspberry-vanilla 1/2 bomb. First off, it actually did start to fizz and turned my bath a lovely shade of pink (a lot of bath bombs I have tried in the past, expensive ones to boot, did not fizz) much to my delight. The scent was clean and fresh, not the least overpowering. It left my skin with a light coating of moisturizing oil and a great scent that I noticed for the rest of the day. It even left the bathroom smelling like a warm raspberry tart. I loved it! The bombs did not leave a nasty film around my tub nor did they stain it or me in any way. Looking over their website, I see they have many other bath/body products that I fully plan on trying.

The only thing that I found a little disappointing was the packaging. Yes, they used a minimal amount, which is great, but I found it hard to open and hard to read the label.

You can purchase Beanstock Inc. products online at www.beanstock.ca or take a quick trip to Noinkee’s, off Broadway in Orangeville.

The price was great (under $5) and the product was wonderful…I give these Bath Bombs a 9/10.