Master Face-To-Face Marketing: 15 Sources Of Event Management Intelligence

You may be organizing an in-house event, trade fair or seminar as part of your current Marketing Plan.  Some of you may be participating in a trade show or convention as an exhibitor, sponsor or partner in the months to come. If so, tap into some great advice on how to maximize your presence and effectiveness in these face-to-face marketing opportunities. Read on to pick up on some key event tools out there.

WHY: Include Events in your Marketing Mix?

• They deliver something no online experience can quite match up to: real in-the-flesh face-to-face meetings and marketing opportunities.
• Events are multi dimensional, tactile and real-time forms of Experiential Marketing: the best way to let people sample your products and experience what you do in person.
• Events give you space for inspiration and chance collaborations. When Online, you are deliberately looking and researching. In Real-world events, inspiration will hit you in the face even when you are not looking for or  don’t know what you’re looking for.
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HOW: To Get Started.

Most regions and countries have homegrown resources to help them. My favourites include:

• Facetime: a non-for-profit outfit from the UK providing free down-loadable PDF guides, DVDs and e learning CDs that guide you through event management decisions.  Starting with: The Journey of a Virgin Exhibitor
• TSNN.com a prominent events directory and industry news portal from the US offering tools and resources to business people working on trade events with the latest industry tips. Here is a taster: How to become a Tradeshow G.E.N.I.U.S.
• MeetinIreland.com in Ireland is the kind of site you should find locally in most countries, providing easy to find resources for international & local event planners, incentive travel, DMCs and conference organisers. A handy resource for locating venues and local information. I especially like the resources page and conference checklist: Step-by-step planning schedule to keep you on top of your conference management.

 WHAT: Event Intelligence You Can Tap Into

The growing cross pollination between offline and online event marketing / on-site activity is a separate bible in itself. There are experts in the field that can help you get navigate through the cutting edge event planning technologies, applications or social media practices in the events sector.

•  Event Manager Blog‘s Julius Solaris is my personal Fave, here is a taster: Using Social Media at Trade Shows [Infographic]
• Events Guru UK provides events technology advice such as Heidi Wilkiams’: Using Google Events as Part of Your Event Strategy?
•  Small Business Marketing Blog, Ready2Spark does good cross over posts for marketers and event planners alike. For Example: QR Codes for Events – Do they Deserve the Hype
• Write on Track gives some insight on the relevance of Twitter to events & conferences a several posts including: How to Tweet at Conferences

People who need People…

Presentations and people skills are essential to maximising your presence at events. There are some coaching experts online with key insights on getting your message across.

• Smart Solutions  does a great blog on how to work the room in : Top Networking Skill – Rapport
• The Reluctant Speakers Club is  a great go-to blog, a veritable font of information on how to develop your speaking and presentation skills. Maximising your impact in that next speaking engagement with :Don’t Waste My Time

Check the Suppliers

Companies in the business of providing display solutions or key suppliers to events organisers also do blogs advising you on the techniques and key things to remember when participating in trade events. Look at your local suppliers for advice too.

• The Trade Show Marketing Network a US based Supplier provides display marketing tips and advice like : Trade Show Display Budgets – What You should be Spending
• Skyline also from the US,  dish out practical and down to earth white papers and blogs on topics like trade show displays and marketing techniques  for example: Trade show Planning Flowchart: your Prescription for Pain Free Exhibiting.

Off The Beaten Track

Thinking of doing something cutting edge, unique or targeting the Millennial market?

• The Alt Terrain Guerrilla Marketing Agency details different types of Guerrilla event marketing ideas with pics whilst promoting their services. For example: Engaging Mural Graffitti and Street Art Performance at Indoor and outdoor events.
• CG online Marketing has a recent post of future digital trends that definitely impact on the event sector:What’s Our Digital Future.
• Get event marketing insight from the world of concert promoters and entertainment from Dottedmusic.com : Online Tools Every Concert Promoter Should Use

WHEN: Trying not to Clash & Publishing your Event

When holding an event especially if targeting an international audience in a B2B setting, be cognizant of current events globally and make sure you get seen in international directories and event calenders. A plethora of  online directories exist. Some of the more comprehensive portals include:

• Biztradeshows.com: The largest directory of trade fairs, business exhibitions & trade shows, featuring 19000+ live trade events and 8100+ Organizers worldwide. They post post show reviews and press releases so you can research events to invest in. A sample from their Best Practise list of blogs:Meetings and Conferences at Trade fairs.
• Expopromoter.org is an affiliate network for the business event industry; an event industry resource offering online services for two target segments: business event organisers and B2B websites.

 WHERE: Finding the Right Venue

•  Meetingsbooker.com offers 58,965 conference rooms in over 100 countries around the world. Event bookers can use the website for free and receive direct online quotes or send an enquiry to a number of venues for conferences. Their blog does give latest news on new venues ideas/trends and even tools by industry guest bloggers. For example:  Starbucks go after meetings market.

I hope this helps you tweak the events side of your business.

The key Marketing takeaway?  Events are real world experiental face-to-face marketing activities and  by their very virtue, require more focus on the following:

• Your local environment vis a vis venues and travel arrangments
• The events calender in your sector
•  The people and presentation skills within your team
• The new technologies and trends that make people sit up and notice your activity in a noisy marketplace.

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Run a Home-Based Business in US? – Find the Licenses and Permits You Need

Whether you’re starting a business from home or looking to move into a home office, it’s important not to overlook the fact that your business is still subject to license and permit laws.

Why? One of the main reasons any business owner is required to carry a license is so that revenue can be tracked for taxation purposes. Businesses that sell taxable goods or services also need a sales tax license or permit. Licenses and permits are also used to protect the public and are required in federally regulated industries (aviation, firearms, alcohol businesses, etc.).

Other industry licenses signify specific expertise. For example, if you run an in-home hair styling business, you’ll need the same professional license that you’d need if you had a main street salon.

Regulations vary based on industry and location, so it can be intimidating to know where to start.

Use the “Permit Me” Tool to Find Your License and Permit Requirements

To help business owners navigate the process, SBA.gov offers a useful tool called “Permit Me.” Simply enter your zip code and business type to view a list of the licenses or permits you’ll need, together with information and links to the application process.

General Home Business License and Permit Guidelines

In addition to the Permit Me tool, it’s helpful to know more about the general guidelines that apply to home business licensing and permit requirements. While not all of these will apply to every business, some will.

1. General Business Licenses – Your city or county government website can help you get one of these. Basically it’s an annual license or permit that legally entitles you to operate a business in that locality.  Typically a small fee is associated with this paperwork.

2. Professional and Trade Licenses – State governments require certain businesses or industries to obtain professional/occupational licenses, such as a child care operation or real estate license. You can contact your state's business license office – or check the website – for a complete list of occupations that require licensing. 

3. Home Occupation Permit – Many city and county zoning and planning agencies require all home-based businesses to get a Home Occupation Permit. If a permit is not required in your city, the zoning office can tell you if your neighborhood is zoned for the home business activity you plan to conduct. If your area is not zoned for your type of business, you may need to file for a variance or conditional-use permit. This guide, Zoning Laws for Home-Based Businesses, has more information about zoning laws for home-based businesses. 

4. Sales Tax Permit - If you intend to sell taxable goods or services (online or offline), you may be required to collect state and local sales taxes from your customers. If you sell your products in a state that charges a sales tax or levies a gross receipts or excise tax on businesses, you may have to apply for a tax permit or otherwise register with your state revenue agency. 

5. Health and Safety Permits – Depending on your location and industry, you may need either a permit or an inspection from your local fire department, especially if your business requires the use of flammable materials or will likely involve the assembly of several people in one location, such as a child care business.

Air and water pollution by businesses is also monitored in some communities. You can check with your state environmental protection agency to see if these regulations are applicable. Health Department permits are typically issued by your county government, pending an inspection of the business premises, if you plan to sell food to the public or to other businesses. Additional permits may be required for food service or food preparation depending on your state. 

6. Sign Permits – Some cities and towns have sign ordinances in effect that restrict the type, size, or location of signs placed on your property. Check with local authorities.

7. Construction Permits – If you need to make structural changes to your property to accommodate your in-home business, environmental and building permits may be required for construction. It’s a good idea to check your local government’s building and planning department before undertaking any construction. 

8. Check with Your Home Owner’s Association (HOA) – While your local HOA won’t specify particular licenses or permits, if you do live in a planned residential neighborhood or complex, the HOA can restrict the type of business activities you conduct in your home. 

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