The Donuts are lively little blighters with plenty of reader-on-editor action, but until now our relationship with you, the audience, has been conducted entirely from eyeball to screen. Communicating face to face, and convincing new readers to pay the sites a visit, was always going to give us a fresh perspective on Project Donut. So it was at last week's Business Start Up Show in London's Docklands.
As a form of marketing, exhibitions can be a bit hit and miss. You have to choose the right event, but when you do you're pretty certain to meet useful new contacts and kick start a few potentially lucrative projects. Why? Because exhibitions afford the opportunity for business folk to do what comes naturally - talk. For all our tweeting and texting, technology can never replace the power of a face to face meeting. Get it right, and the contacts you make at an exhibition can lop weeks off your marketing schedule.
Be warned, though - exhibitions require a lot of organisational skill. It pays to use a checklist and work through it before you go. Lights, stand graphics, power supplies, presentations, sales collateral - get them all organised well in advance. I've been to plenty of shows and I don't think I've ever been 100% happy with how things turned out. This time, we suffered from a lack of napkins (we gave away donuts, natch) and blue tack (for the wall-mounted screenshots). Something will always crop up, but at the very least you should download this indispensable checklist and work through it.
And don't forget to take care of an exhibition stand's most important apparatus - your people. Organising a roster which gives everyone a break has the dual effect of ensuring the stand is properly manned for the duration of the show. Also, don't forget to drink as much water as possible. Exhibitions can leave you dehydrated and the air is made thin by all that constant chatter - to which you'll be contributing.
Finally, don't scrimp on stand graphics. The man who designed ours, and the people who designed our pop-up stand, are nothing short of geniuses. The stand fits in a wheelie-bin, and the wheelie bin doubles as a plinth. Add our rather colourful graphics and it's an awesome combination - as you can see here.
Martin Read, BHP Information Solutions
- You can read Anna Kirby's thoughts on the Business Start Up Show here