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Thinking about others…

It’s at the heart of building effective relationships, if the last few years have taught us anything, compassion, consideration and understanding go a long way. However, everyone’s benchmark of expectations vary differently. Inherently these are formed as parts of people’s value sets, which if you understand generational theory are established in the pre-teenage years.

Recently in a drive to grow the business, building connections has been at the heart of many actions around establishing the right meaningful relationships. It’s very apparent some people form bonds, through shared common experiences or backgrounds. This really has come to light in the fact that we’ve seen business come from connections we made 3-4 years ago, and time wasn’t right at that moment, circumstances change, and we’ve developed and click, things start to happen. Talking of business networking, we’re very aware of individuals who seem to be there for the “me, me me” scenario and miss the purpose of building relationships, and short term wins are their only objectives.

Networking happens everywhere and at every opportunity. Fortunately, we don’t just get ourselves out there in b2b environments. A recent event for West Yorkshire Scouts, allowed us to meet, build and form relationships with a whole raft of different people. Common bonds and understanding is something that drives understanding and respect. Sharing ideas and concepts to make life easier is often what builds that special connection with others.

Being ordinary is just enough, and if you’re like us, you’re far from ordinary. We’re pretty passionate about what we do, and geared up to make a difference when people need it. If we can help, we do. A couple of instances in the last fortnight where at short notice people have needed jobs quick, and we’ve gone yes. Thankfully a few customers have flexed to allow us to achieve this, but we like a bit of communication with everyone as it makes it easier. We’re hoping that these new relationships will blossom, into more meaningful long term partnerships. In both cases, the physical meeting and seeing made a huge amount of difference.

Building relationships is around the elements of team building to an extent. The “form, storm, norm and perform” are critical to levelling the understanding between people. The recent process of doing accounts paperwork for on-boarding as a supplier etc, cause a little hiccup when payment terms needed to be agreed, as our approach is very along the lines of the small business commissioners approach of fast to our suppliers, however, it does mean we need or like fast payment to us, to maintain cash flow and operational stuff. It’s worth looking at https://www.smallbusinesscommissioner.gov.uk/ppc/. Being a champion to small businesses is appreciated by us, which shows all of the keywords I mentioned at the head of this blog.

Perhaps I am lucky that my background has always been geared up to thinking about others. Whether as a graphic designer, understanding your audience and how something is going to be used is at the heart of making the brief work. Yes, my scouting experiences do make big difference, compassion and empathy is something which is developed skill. I have realised perhaps my own abilities are somewhat limited, through recent experiences, which have tried and tested me. We do all need to show latitude and understanding in these times, unprecedented, previously unknown experiences are testing us all, so compassion, consideration and understanding. Above all be open, say if you are struggling, say if you are stretched, be open about things, we’re not here to take advantage, good people will support you.

Learning from a day at a major exhibition

Stuart spent his Saturday at the Caravan, Camping and Motorhome Show at the NEC. However, probably spent more time looking at the stands than some of the contents.

The world of exhibitions certainly has changed. The need is still there, the challenges and environment are very different. However, scrimping isn’t the way forward. Even if you are taking small space, make the most of it. Not like one 3×3 shell scheme where 9 pull up banners and literature stands were rammed, but think through what your message is. Less is more as some say.

Stretched cloth graphic panels at the back.

Big themes are this year’s Caravan, Camping and Motorhome Show were the presence of printed fabric in use for banners and point of sale. Yes at this show the need for built stands is less, so the construction and thought processes and probably different. However, the presence of printed fabrics, not just in hanging fabrics, stretch displays panels, dividers and feather flags, was one trend that showed the shift in trends over the last few years.

Hillside Leisure certainly created a good impression with this.

The most outstanding one surely goes to Hillside Leisure for its stunning retro-themed stand. Where styling and design can create an impact that sets the tone of your business superbly. Utilising a stand designer to create such immersive visual experiences which tie together your branding, really shows this off as a pedigree in their marketplace. Plus it set the tone for the products, in the form of wonderful motorhomes.

For every highlight, you see cardinal sins against presentation, scruffy scrim banners loosely hanging on shell schemes. Firstly, if this was your business think about first impressions, that’s why you’re at a major show! The 11-second rule applies every time – people seriously make their minds up that quickly if they want to look and talk to you. 

So even if you make a basic floor plan and wall plans and think through what you have, what your messages are and be concise, it’s all about attracting people to your stand! If you have a plan and objectives getting a design professional to input is then easy as this forms the brief. Simple inputs can make a big impression, as one Foundry business we’ve been working with recently has discovered, including materials and ease of doing. 

If you are serious, exploring all the options around exhibiting at events should be considered. Talking to a stand designer like Wayne at Clarke Concepts will stand you in good stead for making informed decisions about maximising your impact and return on investment.

Canny tip… If you are utilising a smaller space nothing is stopping you from using the height to grab attention. A feather flag in these situations is a great tool for the job. Perhaps it goes with the territory with outdoor businesses maximising their display assets, but they worked well indoors, with plenty seen throughout the 5 halls. 

Use of Feather Flags for height.

The impact of environmental awareness is slowly creeping in. Great to see show signage now on thick corrugated stock which makes it fully recyclable. However, still, there is a lot more to be done to bring better environmental standards to exhibitions. Especially as some of the build practises need to incorporate more recycling and reuse, as the commercial standards or speed and time is money dictate how things are done.

As with any marketing opportunity like this is a major investment, making sure you get it right is so important. Savvy spending is an essential start if you’re new to exhibiting at events. However, if you’re a seasoned pro, the whole “plan implement review” cycle is still so important. When was the last time you properly reviewed? Things have shifted significantly over the last few years, not just with the pandemic but with technology and trends.

Why partner with us for your exhibition presence? A rounded approach, from stand to collateral and apparel, total solutions. We work with stand designers/builders, marketers, photographers, videographers and a lot more allied trades to bring together a rounded package, which will perform.

So how do you view good customer engagement?

This all started from a small conversation in the office between myself and Jake. The simple pleasure of a decent haircut. A really interesting dialogue then commenced.

So the small talk in the chair is nice but very generational. It appears the older you are more you appreciate a bit of conversation. The younger you are the zen opportunity to zone out is appreciated.

Traditional British or Turkish / Asian barbers? Interesting point the latter certainly seems to have the experience edge, with the small added extras. Such as head massages, the neck guard tissue to prevent unwanted hair down your shirt, the spritz spray leaving you fresh, eyebrows were seen to.

It appears the holistic experience is what overrides the basic need for a haircut. So what can we all learn?
The extras matter. If it is a small add the actual incurred cost is marginal.
The personal experience is king. Whether it is the conversation or the zen zone. It all matters.
To some degree price points can be a decider, however, people will pay for the right experience.
For some people, branding and status matter. Pedigree and experience will be a significant decider for some. But ultimately every individual has a different perspective on their expectations, so why do we all try and use one size fits all, the skill is in tailoring the experience to meet the needs of the customer.

We’ve long advocated about being real and striving to deliver the right experience. It’s really hard when customers give you one-liner emails and expect the world, equally relationships are king, very similar to the barber, knowing to understand and ensuring the right points are hit time after time.



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