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Cranmore Park Blog

Digital marketing can help businesses maximise their return on investment (ROI) at trade shows, it has been claimed. Writing for Crain's Cleveland Business, Fathom's online advertising specialist J.J. Anderson explained how the internet can be used to companies' advantage and complement their exhibition strategies.

He claimed that, very often, manufacturers "lag behind" in the digital landscapes, with relatively few fully harnessing the power of online advertising. Anderson offered the view that this is a high-potential area for such companies, providing they are willing to investigate the use of web-based marketing tools.

If you're organising a business conference, you want the event to be the very best it can be. But how can you make it a great conference, as opposed to a merely good one? You want people to be competing for places at the conference next year, and this means providing a great experience and developing a positive reputation for the event. Here's how you can deliver a great conference and ensure it becomes a hot topic of conversation in your industry sector:

When getting ready for a trade show, there are plenty of things you will already have on your packing list. After all, no one would set off without their promotional material, samples or a demonstration model of their product.

However, there are a few useful items that a lot of people seem to forget. As you’re getting ready, here are some of the most common items people wish they had remembered.

If you're looking to stage a conference, event or exhibition, one of the first decisions you've got to make is about location - where is the event going to take place? There may be a number of options available to you, but how many are really suitable for your needs? How can you tell a great venue apart from an average one?

There's a whole range of factors to consider, and you need to weigh up the importance of each as you look for the best possible site. Think about the practicalities of staging your event, the comfort and convenience for your attendees, and the size of your budget among other issues.

Every exhibition and trade show will involve a lot of vying for attention. You are going to be attempting to attract potentially hundreds of visitors to your stall, which is no easy task when there could be dozens of your competitors exhibiting within metres of you.

Furthermore, you are going to be trying to grab the attention of people who might never have heard of you or the products you offer. In these circumstances, you might find yourself wanting to just give up and go home! However, this should be seen as an opportunity for success and a challenge to be overcome.

The use of technology can make a real difference to both exhibitors and attendees at trade shows, it has been claimed. Writing for Business 2 Community, Denise Graziano, chief executive at Graziano Associates, said IT can be used to improve lead generation, sales and the customer experience.

"Technology has elevated the capabilities and levelled the playing field for event planners, exhibitors and attendees," she claimed. However, Ms Graziano said it is not just about lead capturing - it is about the attendee experience before, during and post-show.

Your organisation has organised a meeting, one that involves potential clients, partners or suppliers. The purpose of the get together is to flesh out the terms for a new business arrangement - one that can benefit your organisation. Eager to agree a deal and get the other party to sign on the dotted line, you want to make the best possible impression with them.

This is one of the main reasons you've decided to book a specialist meeting room in which to conduct negotiations. Bringing the other party into your office might not be the best course of action, particularly if you're pressed for space or there is a lot of activity at your business premises. You don't want to give the wrong impression, and put any negative thoughts in the other party's mind.

Trade shows can be a busy, competitive experience. Everyone there is trying to get attendees to notice their product and visit their stand rather than the ones next to them, which can become a difficult task. It isn't like a local market; you will gain nothing by shouting over people!

Instead, you need to attract people naturally to your stand. This is usually done visually, and display work is a very important part of any trade show. However, ideally you will want to offer attendees something, giving them a reason to visit your stall without having to coerce or persuade them to visit.

At the next conference you attend, you will almost certainly be given a notepad or something similar to write on. These aren't just for doodling in the margins; note-taking is an important part of every conference. Without it, you will struggle to retain the information you learn and end up with only a vague memory of what was said.

If you want to be able to take the skills and knowledge you learn at your next conference back with you, you need to find the method of note-taking that works best for you. There are plenty of different options; here is a short guide to a few of the most common.

A conference or business event can be exhausting and stressful. You need to spend all day making a good impression and showing yourself to be a knowledgeable, professional and sensible employee. It is no surprise, therefore, that many conferences give attendees a chance to relax and let their hair down afterwards with a party.

This can be anything from an elaborately planned event to a simple trip to a nearby pub. However, no matter how formal or casual it is there are still certain rules you need to abide by. People often forget that a post-conference party is still essentially part of the event, therefore you are still representing your company.

Many people find meetings nerve-wracking, but the stakes (and the stress) can be even higher when you’ve travelled for a big event, whether you’re going to see other departments of your own company or a client.

If you’re asked to present at this kind of event, it can be a major boost to your career progression. However, a high profile presentation can also throw up a number of pitfalls, and even damage your reputation within the company.

So you're running training sessions, but your employees don't seem to be taking the information onboard. What can you do to make your learning and development programmes more effective, ensuring employees gain new skills, acquire knowledge and are better prepared to do their job to the best of their ability? Here are eight tips for making the most of employee training:

If your business is anything like the majority of UK companies, your workforce probably consists mostly of younger employees. However, these are kept in line by a range of older workers who have been with the firm for a long time, and are therefore able to share their expertise and skills.

Maturity, therefore, can be a valuable asset for a business. However, it is one that is certain to go away at some point as your older employees leave to advance their career or retire. Ideally, you will want most of your workforce to be older, but this is not possible. Most new workers will be younger and need to learn the ropes of your industry.

Planning a conference is not usually an easy task. There are a lot of things you will have to consider, which can be intimidating if it is the first time you've organised such an event. When it comes to choosing a venue, there are a number of things you should be thinking about, many of which are easy to miss.

Here are some of the things you need to make sure you take into consideration when it comes to choosing a venue for a conference:

If you're hoping to enjoy a successful trade show, you've got to ensure your booth or stand looks as professional as possible.

In order to give the right impression to attendees - the people you hope will become your customers following the event - you've got to achieve the right set-up.

Before your organisation embarks upon any programme of employee training, it is important that you identify its precise needs. Why exactly are you investing in learning and development exercises for your employees?

When there are specific goals in place, it provides a clear focus for the training. Sessions can be constructed in such a way that targets key aspects of employees' knowledge or understanding, and seeks to improve upon it.