The term 'marketing' is so commonly misused that Malcolm Johnston, one of our Marketing Directors in the UK, felt strongly to get everybody on the same page. Marketing can be looked at as an iceberg, where a small part of the outcome from analysis and planning is what we can see and that visible bit is known to marketers as the promotional mix. Yet, due to this element (which includes PR, direct mail and advertising) can be the most expensive bit of marketing, it catches the attention (and ire) of finance directors and ill-informed multiple pressure groups. Marketing is a lot more complex than promotion and is, both a function and philosophy within a business.
While the digital landscape is becoming ever more important in the world of business, it's also important to remember that people buy from people—and face-to-face is still one of the best ways to establish business relationships. Industry events and exhibitions are a great way to get in front of your target audience to explain first hand why they should buy from you. There's no point in spending the time and resources on setting up your stall at an exhibition, though, unless you do it right. So what does doing it right look like?