Enough with the content neglect, writer girl!

As I am sitting in the Exki cafe in Amsterdam Central, I realize that we’re almost wrapping up the first half of 2018. I’m taking some weeks off in July, that’s a positive. But the fact that I have neglected my own blog feed, is a bad marketing move on my part.

I’m returning from Savage Marketing, with a notebook full of quotes and a head full of ideas. And fingers that are itching to get back to work on my own content.

So here goes – a solemn promise to be providing an update on event impressions of the last couple of months. Not post-show enough for you? Point taken, I’ll make amends and tie in with short and long-term feedback.

First one up was C!Print in Lyon, France, in February – I gave my content to JumpLine on that one. And I gave it my all.

You can read the Dutch version here: https://www.jumpline.eu/cprint-als-inspecteur-gadget-in-frankrijk/

(Drop me a line if you want the English translation.)

Long story short in English:

- excellent content, but very French oriented. If don’t master the language, tant pis, the French speak English with a charming accent. But many European focused companies still fear it's too much of a French only show. Maybe a bilingual content section for the next edition to persuade them?

- all the marketing personalization opportunities! Promotional objects are all the rage. Get on board, this will be booming!

- why they split up CTCO and C!print for visitors is beyond me. People will find ways to sneak in. Bypass the printer or supplier? Why would you do that? Pricing? Those days should be over. And if not, you missed a boat.

- wonderful location, easy wandering that allows for a lot of visibility with visitors and press.

On a personal note:

- Lyon – get Uber. Taxi fees are preposterous.

- Overnight stays are more fun with frollegues room sharing.

- Lyon food is excellent, restaurant service is appaling.

- Four days in France work miracles for your French.

Just when you think it can get any crazier, the promotional market pulls out all the stops and wows you. So I hope people get over the French language barrier and visit this show. Most exhibitors speak English with the most charming accent. Go for the accent, stay for the amazing trinkets.

CMYK printing on a balloon - print anything you like to celebrate!

Raising your profile? One face at a time.

Public relations is all about a personal outreach. No matter how digitised your outreach and efforts, it is the personal impression your stakeholders have of your brand that will mark your relationship with them. How to establish those relationships? Get up close and personal. Time to reassess some of your outreach options.

1.     In-house company events – the bustle to your hustle

Hosting a customer event or setting up a customer visit work miracles for any customer/prospect retention intention. After all, it’s the perfect way of showing people why they (should) love you. And when invested in successfully, the long-term benefit is substantial. Spread love to get it. It can be that simple, albeit time and budget intensive.

Need a cheat sheet? Check this guideline blog by Cindy Van Luyck (CHILI publish).

2.     Press initiatives - be in it for the long haul

Austrian magazine 4c organises a yearly Printtour. For the 2017 edition, the editor-in-chief decided Belgium was the place to be. With a mixed audience of 13 C-level people attending, the program had to be as varied as possible. With a little advice from a local resident, participants to the tour visited industry suppliers (likes of Kodak, EFI, …), software innovators (CHILI publish), associations (VIGC, CEPI), but also actual printing houses (Symeta, Grafische Group Matthys and 3Motion) and even a substrate supplier (Squid). Variety spices the appetite and it did the trick just fine. The C-level participants indulged in the information flood and were surprised at the high level of graphic expertise and ingenuity in this little country of ours. Participating in a press set-up can look daunting to companies unfamiliar to dealing with the press, but open communication will get you far. It will even get you nice coverage along the way for you to repurpose elsewhere. Content and all, you know.

3.     Trade shows - face-to-face one-on-ones to close the deal

In today’s lead generation driven society, it is still the firm handshake that closes the deal. Because despite all variety and the cornucopia of solutions offerings, we still rely on word-of-mouth, reputation and recommendation. We’ll explore the website, click the clickbait e-mail titles, read the brochure - but at the end of the day, business is to be conducted with people. Invest in trade show participation - when you invest wisely in a traffic track, you’ll see people will seek you out, find you and get to know you.

Invest in the people you hope will invest in you. It’s a two-way track.

And despite the bigger options I mentioned above, never ever underestimate what one single act of interaction can cause. A kind word in a mail could result in a personal call, which in turn, could turn into a sales meeting, a deal-closer and with a bit of luck, a customer for life. 

Be present where you need to be present and whom you’d like to be presented too. It will work miracles for your reputation.

On that note, I hope to meet you in person at #print17. Enough sitting behind the desk, time to practice what I preach.

Reach out to me via Twitter or LinkedIn - happy to meet up and get blown away in the windy city!