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Customer events 'can maximise marketing budgets'

Smaller businesses operating on a limited marketing budget may do well to host their own designated customer events rather than display at trade shows, one Auckland-based expert has suggested.

Mark Robotham, general manager of Escalator Investment Ready Service, commented that in his experience working with one American technology firm, he learned that it can sometimes be more cost-effective for a business to host its own customer event in an exciting location than risk getting lost in the crowd at a traditional trade show.

But while it is expensive to attend a trade show as an exhibitor, he wrote for Stuff.co.nz, companies should consider attending as attendees. This allows them to get all the benefits of networking without the expense of actually running a display.

Before any trade show, New South Wales-based firms may wish to enlist a Sydney-based printing service to help them get their marketing materials ready, including business cards, posters and leaflets.

Web Success Team contributors Bob Speyer and Justin Delos Reyes recently asserted that businesses should ensure their online and offline marketing materials are consistent.

Business cards have an important role to play in cross-platform marketing, they wrote for BlogHer, adding that these should include URLs for a company's website and relevant social media pages as well as more traditional contact information.