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As an EE member, you want to highlight your business in an effective and positive way, and each month we have, in addition to our Member Spotlight talk, a small number of spaces for Vendor Displays. Here are some ways to get the most from this very inexpensive marketing tool.

1. Go Visual – Use photos, color, textiles, 3-dimensional objects, and other techniques to make your display more attractive. Sheets of paper with words will attract one type of client, but many people are more attracted to strong visual images. For example, instead of a chart showing fund returns, a financial planner might use a photo of parents hugging their new college graduate.
   
2. Go Vertical – Flat brochures or papers resting on a table may be overlooked by people passing by. Use table top acrylic sign holders and brochure holders to make your pieces more visible. A small table top trade show display might be a great idea for your business.
   
3. Give Away Something – People love getting things for free, and you can promote your business without breaking the bank. If you sell consumer products, such as household products, candy, etc., you can give out samples. If your wares are higher-priced, you can collect business cards in a fish bowl or vase and draw a product winner during open networking before the speaker. Service providers can give away a free consultation or upgrade.
   
4. Be There! – Get to EE early to set up and great early birds. This is a great time, since there are fewer distractions. Also make a point to greet newcomers; studies show that people remember their first contact in a group longer than anyone else. Mention your display during the introductions, and then stay at your display during open networking and after the meeting.
   
5. Use Testimonials And Stories – Many people relate better to people than numbers or pictures – make your presentation more appealing by sharing success stories and client testimonials – with their permission, of course.
   
6. Use a Hook – A generic description of your carpet-cleaning business is boring. A giant photo of dust mites is riveting. Questions are more interesting than answers: “Do you know what’s living in your carpet?” Perhaps you’re not saving them from some unpleasant fate, but instead are offering something pleasurable, such as a travel package. You can challenge commons assumptions: “The Mediterranean is closer than you think!” – as you explain that the price of some package is more reasonable than most people imagine.
   
7. Benefits, Not Features – This may come as a shock, but nobody cares about your business. They don’t care about your products and services you provide. They care about what you can do for them. For example, if you clean carpets, people are more interested in getting their house clean quickly, easily and safely than they are interested in the latest whiz-bang product.
   
8. Keep It Uncluttered – Don’t use every idea at the same time! Rotate ideas from month to month to keep your display fresh. Pick one overall theme, product or service on which to focus and build your display around it. Study after study shows that customers don’t do as much business as they could because they don’t know the full range of services their vendor provides. This is one way – over time – to educate your potential customers and Referral Advocates about all the services and products you provide.
   
9. Get Help – If you don’t feel you have the skills to design and effective display or write the words or choose the images, then there are many people in EE who have the talent and the expertise to help you. Hire them! If you are in the marketing business, you can do a display and have your business name as part of it – in effect, your customer is a sample of your service!
   
10. Be Consistent – To stay “top-of-mind,” you need to be in front of people on a regular basis. Good marketing is about repetition; great marketing is about adding depth and dimension to people’s perception of you each time they see you. Consider using a vendor display every month or every other month to stay in front of your Referral Advocates at EE!