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A magazine conceptualized to highllight Barbadian Entrepreneurs, their products and services and to disseminate relevant information to entrepreneurs to help in the growth of their businesses
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The Bouquet Keepsake Card
Target Design Studio
June 1 2012
ISSUE 1
Answer these questions: Are you an adventurous person? Do the opinions of others matter to you? Would changing your daily routine be an important motivator for starting your own enterprises? You might enjoy work, but are you willing to work overnight? Are you willing to work long as it takes with little or no sleep to finish the job? When you complete a project successfully, do you immediately start another? Are you willing to commit your savings to start a business? Would you also be willing to borrow from others? If your business should fail, would you immediately work on starting another? Or would you immediately start looking for a job with a regular pay cheque? Do you believe being an entrepreneur is risky? Do you put your long and short-term goals in writing? Do you believe you have the ability to deal with cash flow in a professional manner? Are you easily bored? Are you an optimist?
A few words on effective business networking:
Effective business networking is the linking together of individuals who, through trust and relationship building, become walking, talk-ing advertisements for one another. Keep in mind that networking is about being genuine and authentic, building trust and relationships, and seeing how you can help others.
Starting your own business can be a great career move for the right person at the right time in their lives. It certainly has its challenges, but if you are sure to do the research and look at all the pros and the cons of starting a new business, you will be well on your way.
In a world where the internet and E-Cards are so popular why design a KEEP-SAKE card? Well the answer is very sim-ple. When you send someone an E-card or E-greeting, it lasts for as long as that
person is sitting in front of their computer. “Out of sight out of mind”
When you give a KEEPSAKE card, not only is it tangible but it is visible. This is something you can give, which evokes a positive emotional response towards the person who gave it. These are not just ordinary cards, these are handcrafted pieces of art that ex-press your affection for that special some-one. These cards are designed, printed, cut and assembled by one person, they are not mass produced so you are guaranteed that the one your loved one receives is unique to them. This gives it even more sentimental value.
The KEEPSAKE cards can be personalised for any occasion; adapted to any colour scheme; there are numer-ous designs to choose from; budget friendly; and pretty darn cool.
2340581 (Lisa)
www.facebook.com/
ashiekgreetingcardsbarbados
How Partnerships Can Help Extend Your Small Marketing
Budget
BY CAROL TICE Entrepreneur.com When you're a startup with a new product and a small marketing budget, it's tough to get customers' attention.
Finding a marketing partner with an established audience that might like your product can help boost your own
sales.
Take the case of Healthy Foods LLC. Founded in May 2011, the company had a fun new product called Yonanas, a machine that turns overripe bananas into a tasty, low-cal, dairy-free frozen dessert. While Healthy Foods did well initially, selling the machine on the Home Shopping Network and getting it into some major department stores, there was potential for better sales. What Yonanas lacked was exposure to more of its perfect target customer: people who love bananas.
Meanwhile, a big brand in bananas -- Dole -- had a problem of its own. Grocery stores were complaining that their bananas too often started turning brown and became overripe before their purchasers had a chance to eat them.
Last fall, Dole reached out to the company, and announced a partnership with Healthy Foods to promote Yonanas. Dole even made an equity investment in the company.
The co-marketing campaign just began rolling out. Dole plans to distribute 100 million bunches of bananas with
stickers that say "Turn me into Yonanas." Future plans include adding the sticker to Dole frozen fruit.
This case demonstrates that if you can get the marketing started, a big player may notice you and reach out. But
don't wait for opportunity to knock -- small business owners should also be out proactively approaching partners.
The Curious Child, a new upscale toy store in my Seattle-area neighbourhood, did just that. I noticed the place when it first opened, but I saw that it was in an out-of-the-way location that's easy to miss.
But the store made a smart move in partnering with my children's public elementary school. The school sponsored
a family math-game night with dozens of interesting games that involved geometry or calculation, set out on tables
in the gym. About 200 people turned out.
The Curious Child had provided the games and had a large display table at the event. Families had a chance to try
the games, and then buy them on the spot.
The partnering event offered an educational opportunity the school might not otherwise have been able to afford, and it provided a terrific marketing opportunity for the toy store, putting its products in front of its ideal target audi-ence. It was a classic win-win.
OWNER: David Eastmond SECTOR: Graphic design and signage ESTABLISHED: 2009 LOCATION: 61 Sanford St. Philip Barbados
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Banner displays (x-frames and a variety of other display choices) ……….
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MORE PHOTOS ON WWW.FACEBOOK.COM/THEBAJANENTREPRENEUR
By Troy Holder of
UncoverAndExpose.com
I couldn't believe my eyes when I saw the thousands
of dollars going up in smoke at the recent premiere trade-
show in Barbados. As I moved through the exhibit I was
shocked as many exhibitors turned a goldmine into an apoca-
lyptic nightmare.
How could this be happening again?
Why are these “Deadly Trade Show Mistakes” being repeated
every year?
I’m still very puzzled why so many exhibitors con-
sider their primary objective is to generate sales in an at-
tempt to cover their trade show expenses. Now don’t get me
wrong, it’s ok to generate sales and interest in your products
and services. But let’s be serious, the last thing any show
manager or exhibitor should want is a trade show that looks
more like an indoor flee market.
Many tradeshow management teams address this
problem in a very simple yet drastic manner, by not allowing
any sales on the floor. I honestly believe that solution should
be reserve as a last resort. Yet, each exhibitor must address
this situation in the best ways that help them to achieve their
goals.
Remember you are at the show to meet BUYERS not
BARGAIN HUNTERS.
Another “Deadly Trade Show Mistake” made by many exhibi-
tors is assuming that the show organizers are responsible for
generating their booth traffic. It is true that the show organ-
izers and managers have many responsibilities to the exhibi-
tors, however when it comes to traffic, their responsibility is
limited primarily to attracting persons into the exhibition.
Please don’t have your, teenager walking around aimless
shoving flyers into people’s faces without having a clue what
the person’s interests are.
If you are serious about getting quality traffic you will
need an appropriate plan. I always advice my clients and semi-
nar attendees to create a Trade Show marketing strategy and
plan that is built in three major blocks:
Block 1: The Pre-show Strategy – This is where your prep
work is done, including inviting clients and prospects to visit
your booth. It makes good sense to offer an incentive that can
only be redeemed at your booth.
Block 2: The Show time Strategy – Your booth is your stage,
you should now be launching tactics to attract persons at the
show to visit your booth. Social media and mobile media are
very powerful tools in this block.
Block 3: The Post-show Strategy - Now in all honesty the ab-
sence of this element in most trade show plans is one of “The
Deadliest Trade Show Mistakes”. When was the last time your
organization evaluated its participation in a trade show? Was a
report ever produced with the highs, lows and recommenda-
tions? Did the manager or financial controller ever mention
the trade show ROI (Return on Investment)? As one of my very
vocal clients would ask bluntly, “Was the show a success or a
waste of everyone’s time and my money?”
Look! Here is the good news; you can avoid many of the
“Deadly Trade Show Mistakes” with the right guidance.
You don’t have to be another victim and this can very well
be your opportunity to gain an edge over your competi-
tors.
To ensure you don’t make the same costly mistake that
many continue to make, I have recorded a no-fluff audio,
“How To Avoid & Fix Deadly The Trade Show
Mistakes You Are Making”.
For instant access to these helpful resource visit
www.deadlytradeshowmistakes.troyholder.com
If you need help with developing your tradeshow market-
ing plan, and getting your team ready for the next trade-
show, let’s talk, I am available for consultations and
training facilitations. Just send me a message at
FACEBOOK TIP: Create a separate Fan Page for your business. Clicking like is a
lot more user friendly than having to send a friend request and
then waiting to be accepted.
BUSINESS TIP: Create a different email for your business separate from your
personal email. Imagine having to write your email on a loan
application and it says - [email protected] - What
impression do you think that would give?
PREPARING FOR A TRADE SHOW:
At the recent BMEX showcase a number of don’ts were perpetrated by exhibitors … here are
a few tips to help you to prepare for any exhibition you maybe participating in:
1. Give yourself at least 12 - 18 months to prepare
2. Create the right first impression - people can read attitude
3. Create a booth that is inviting and makes visitors feel comfortable
4. Remember the 80/20 rule … Listen 80%, talk 20% - Those who listen are most success-
ful
5. Be genuinely enthusiastic about your product or service
6. Think neatness and visibility when putting your trade show display together
7. Build the impression of demand into your into your trade show displays
8. Make it easy for booth visitors to get information and that you have plenty of promo-
tional literature on hand
9. Be ready to discuss business
10.Have your trade show displays manned at all times
11. Use friendly people who are enthusiastic about your product or service to man the booth
12. Have enough man power to man the booth
13. Employ friendly greetings, polite manners and appropriate body language
14. Wear a professionally made name tag
MORE TIPS ON WWW.FACEBOOK.COM/THEBAJANENTRENEUR
CATERING SERVICE:
NEEDS - Love of cooking
Health Certificate
Transportation
CLOTHING LINE BUSINESS:
NEEDS - Passion for cleaning
Washing Machine
Clean place for drying
Iron and Ironing Board
Clean place to store clothing
MAIL ORDER:
NEEDS - An in demand product
A computer
The internet
Access to a mail service
MYSTERY SHOPPER:
NEEDS - A keen eye for detail
The ability to evaluate customer
service
JANITORIAL SERVICES:
NEEDS - Love of cleaning
An eye for detail
DELIVERY SERVICE:
NEEDS - Transportation
A reliable personality
Be honest
DOCUMENT TYPING:
NEEDS - A good command of the English
Language
A computer
A printer
The internet
PROOF READING:
NEEDS - A good command of the English
Language
MY EXPERIENCE AT BMEX
The Trade Show was very busy this year as usual.
One improvement I saw was that there was a separate
entrance for persons who had pre-purchased tickets. The
front entrance was a bit congested with no proper traffic
flow.
Some exhibitors were there in full force with run-
ners attacking people with flyers and pamphlets with no
regard to whether I was interested in the product or ser-
vice. Other exhibitors were so non-descript that I didn’t
even give their booths a second look. It was not immedi-
ately apparent what they were showcasing.
The representatives sent to man the booths were
of two types: energetic and “tired”. I walked up to a
booth and there was a guy sitting in a chair arms folded
and a blank look on his face. Obviously he did not want
to be there. I approached him only because the booth
spoke to me. I came to learn that he was just filling in
for the exhibitor who had taken time to visit other exhib-
its. Other booths had no one at all manning them …
tragic.
Another thing I saw that would be detrimental to
the exhibitor was the lack of literature on the products or
services on exhibition.
As a whole I enjoyed my visit to BMEX seeing the
interesting products and services and talent coming from
the Bajan youth.
I only recall seeing two institutions that focus on
helping the Entrepreneur develop their businesses on ex-
hibit; BIDC and the Youth Mainstreaming Programme. If
they were others … I did not see them.
After some research, I was shocked to uncover a
number of institutions/foundations out there who are dedi-
cated to helping the Entrepreneur. In my opinion those
entities should have a presence at BMEX so that all Entre-
preneurs can learn about what they do and how they can
be instrumental in the development of the Entrepreneurs
business.
My suggestion to any person thinking of participating in a
Trade Show: Do some research and or take a course in
Trade Show Management.
Phase 1: 12+ Months… Set Your Strategy
Identify the role trade shows will serve, as
part of your overall marketing and sales strat-
egy. Then, secure buy-in within your organiza-
tion.
Develop a detailed trade show budget and
forecast your return on investment.
Research and identify
which events you will at-
tend based on target reach and opportunity.
Request information from event sponsors, in-
cluding past attendee counts and vendor par-
ticipation.
Phase 2: 9 to 12 Months Before Show
Set specific objectives for your show such
as number of product sales, leads generated,
publicity secured, etc.
Identify your space needs and the type of
trade show exhibits and display accessories
you will need, along with marketing collateral
and promotional items.
Register and reserve your space with the
event sponsor and request full details on ex-
hibit requirements.
Develop a trade show marketing plan that
utilizes a mix of promotional methods to reach
prospects.
Your plan should be divided into three sec-
tions: 1. Pre-Show Marketing, 2. At-Show
Marketing, and 3. Post-Show Marketing.
Utilize a Trade Show Planning Timeline to Maximize Results
Phase 3: 6 to 9 Months Before Show
Write a compelling sales message that gets
across the key points you want to communicate
at your exhibit in 30 seconds or (preferably)
less. You and your staff will need to rehearse
this message and use it confidently at your
booth to maximize your effectiveness.
Determine the design and layout for your
exhibit booth and begin production of your dis-
play to ensure on-time delivery. You can hire a
company to handle all display design, graphics
and production or take a more hands-on ap-
proach by using web-based exhibition design
software to create the look and layout of your
display... before handing it over to an exhibit
producer.
With either approach, take your time to
carefully select an exhibit firm that meets your
needs. Compare different display companies-
based on capabilities, experience, design talent,
understanding of your needs, cost and delivery
timing.
Identify high-impact tradeshow give-
aways and promotional strategies you will use
to attract visitors to your display area.
Determine the literature and marketing ma-
terials you will need at the show - and begin
design and printing work.
Click here
Phase 4: 3 to 6 Months Before Show
Order your giveaways or promotional items.
Continue working with vendors on your dis-
play booth, exhibit items, and marketing mate-
rials. Confirm delivery dates and adherence to
your trade show planning timeline.
Determine staffing requirements, develop
booth schedules, and plan training sessions.
Identify how you will ship your display and
other items to the show.
Begin making travel arrangements.
Launch pre-show marketing initiatives.
Phase 5: 1 to 3 Months Before Show
Put together follow-up packets to send im-
mediately following the show to your leads.
Continue pre-show marketing activities
Make all travel arrangements.
Schedule staff training.
Contact event sponsor for any last minutes
details.
Finalize production of booth display, promo-
tional items, and marketing materials. Confirm
shipping date.
Finalize all travel arrangements.
Schedule dinners or other meetings to be held
at the show with prospects, distributors and/or
customers.
Phase 6: 1 Week Before Show
Complete staff training.
Confirm shipping arrival dates for your booth
display, promotional items and materials.
Double check that all action steps on timeline
have been covered.
Phase 7 – Follow-up Activities: 1 Day to 1
Week AFTER Show
Analyze leads, send follow-up packets, and
make contact as appropriate.
Evaluate success of trade show participation
compared with objectives from your trade show
plan.
Review your budget compared to your actual
expenses for the show. Determine your return
on investment.
Make recommendation whether to participate in
the same trade show next year. Include sug-
gested changes, enhancements, and other trade
show ideas.
Three Steps to More Word-of-Mouth -- and More Business
BY GAIL GOODMAN Entrepreneurs.com
In the days before social media and the Internet, it
wasn't as easy to listen in on your customers’ conversa-
tions about your company. Nor could you easily encour-
age people to spread the good word about your business
through word-of-mouth.
But when you connect with your customers online,
you stop speaking to them and start talking with them.
And wonderful things begin to happen. Those golden
word-of-mouth moments that happen naturally offline at
parties or networking events suddenly begin happening
online right in front of your eyes on Facebook, LinkedIn,
Twitter, and review sites.
On social networks, word-of-mouth referrals be-
come amplified: the friends, families and networks of your
customers see these referrals and might just beat a path
to your door.
How does it work? I call it the engagement marketing cy-
cle.
The engagement marketing cycle has three parts:
Experience
Entice
Engage
It begins once you’ve attracted a prospective customer
or client to your business. This first point of contact can
happen at your physical location, website, Facebook
Page, trade show booth -- anywhere the conversation
turns to business.
Although relatively simple, the steps in the cycle are
quite powerful.
Step 1: Provide a Wow! experience
As a small or midsize business, you have an ad-
vantage: You can create personal connections with your
customers by providing extraordinary every single day.
How? Consider these examples:
• Manufacturing firm: Doing a small production run for a spe-
cial client -- on the weekend -- to help it meet its customer’s
rush order.
• Consulting practice: Sending clients small gifts, such as
cookies or gift cards, once in a while as a thank-you for their
business.
• Bank: Offering biscuits to customers’ dogs in cars at the
driver-up teller window.
• Retail shop: Personally delivering goods during special cir-
cumstances, such as an illness, birth of a new baby or death of
a family member.
Step 2: Entice to stay in touch
When you create a great customer experience, your customers
will be more willing to remain in touch with you. You can’t
keep that great experience alive, though, if you have no way
to stay in touch.
You can ask people to “like” your Facebook Page, fol-
low you on Twitter or subscribe to your e-newsletter to name
a few things. To feel comfortable asking people to connect
with you -- like, follow, join, subscribe -- it helps to have a
solid enticement, such as a preview of your content, and a re-
ward or offer. Some fun enticements include:
• Free information – Reports, newsletters, expert tips, tele-
classes, checklists and scorecards are all great incentives for
enticing people to stay in touch.
• Special events – Nonprofits or associations can invite peo-
ple to members-only events, as can businesses with retail or
office space.
• Birthday cards – You can offer people discounts during
their birthday month in exchange for their contact information.
• Discounts – To entice people to connect via text or email
alerts, consider offering special discounts or coupons.
Step 3: Engage people
Now that you’ve delivered a great customer experi-
ence and have enticed people to stay in touch, it ’s time to
bring those relationships to life by engaging people.
“Engagement” means sharing content that inspires your fans,
followers, email subscribers, blog readers and other online
contacts to interact with you.
Creating engaging content is limited only by your
imagination. Whether your audience is other business owners,
consumers, or donors, here are five general types of content
you can use to engage your customers:
• Question and Answer – The easiest type of content to cre-
ate, you simply pose a question, provide an answer and ask
your followers / fans to add their opinion. Tie questions to
topical or industry events – and don’t be afraid to have fun.
• Sharing/Information – With this type of content, you share
knowledge on a topic relevant to your industry or expertise.
This can be original content in the form of blog posts, white-
papers, case studies, infographics and the like, or sharing
other people’s content, such as a news item, article, or blog
post, and adding your expert analysis or feedback.
• Discussion – “Fill in the blank” discussion starters are a
great way to get people to participate. These types of ques-
tions start a conversation with a sentence and then people
have to fill in the blank. For example: “I spent Small Business
Saturday shopping at _______________.”
• Promotions and Announcements – Here’s your opportunity
to share offers and company news. Samples, trial offers, cou-
pons, special sales, e-books, reports, and free consultations
are all examples of promotional offers.
• Events – Workshops or training classes, seminars, user
groups or conferences, private sales, parties and open
houses, trade shows, sidewalk sales, demonstrations -- you
name it, you can create it.
And that closes the cycle's loop. Developing this cycle
until it ’s a well-oiled machine will keep your customers and
clients connected to your business, increasing your repeat
sales. But the biggest benefit is endorsement -- that golden
word-of-mouth moment that drives new customers to your
business.
This article is excerpted from Engagement Marketing: How
Small Business Wins in a Socially Connected World by Gail
EVENTS:
Art Splash
Hastings Farmers Market -
When: Every first Saturday of the month
Time: 8am - 1pm
Location: Art Splash, Hastings, Christ Church
…………………………………………………
Women Entrepreneurs of Barbados
Craft & Farmer’s Market -
When: Saturday June 16 2012
Time: 8am - 5pm
Location: Heroes Square, Bridgetown
Thank you to all of the persons who have shown support in the prepa-ration of this magazine. Thank you to all the contributors and well wishers. I anticipate wonderful collaborations in the future.
Publishing a magazine to benefit entrepreneurs in Barbados has been a dream of mine for a long time. I am very happy to have brought my idea from dream to goal to fruition. The journey to the launch has a been an educational experience and I am sure, the journey through out the life of the magazine will be filled with surprises, moments of joy, sacrifices and challenges; but through it all I am determined to keep the integrity and primary focus of the magazine: “Helping Entrepreneurs to succeed by offering devel-opmental ideas through our content and support.”
