Exhibition: Presentation and trade audience

On the one hand, the acquisition costs for obtaining stand space. The next step is to compete with the other stands to attract visitors, which requires a stand builder. In addition there are the personnel, e.g. for the care of the guests. For presentations, conferences and congresses you have to plan a lot of time for the organisation. Depending on the location, e.g. in Berlin-Mitte, this can be very expensive. At the same time, the effect is great, because it’s worth it for prestige alone. The majority of these media measures are aimed at B2B professionals with large order volumes and budgets.

Presence is always important in advertising. The bigger your company, the broader your media portfolio will be. While you may start out with advertising on Facebook and Instagram for cost reasons, sooner or later you’ll be sure to be at trade shows and conventions. Maybe just like in TV commercials or trade journals. If you are preparing for a trade fair, the following points are particularly important:

• Exhibition stand
• Personnel and Service
• Objectives and Schedule
• Documents (Information until sale)
• Presentation media

Information, training, trade advertising

As with meals, conferences and congresses, this form of advertising is also aimed at a B2B audience. Here even much more than at trade fairs, because training courses and trade advertising usually take place among skilled personnel. If you are, for example, in the field of heating and sanitation, you could hold regular training sessions to discuss new fittings and designs, for example. If more and more non-contact bathroom and kitchen faucets are installed in the future (trend), specialist knowledge of the product must of course also be available. In addition to the water, there is also the electrical connection, maintenance and repairs. In addition, such training and further education courses have the advantage that they obviously do not look like advertising. Finally, there is free training and further education.

For companies, such training courses are also a free possibility of further training for employees. For you it is a possibility to bring your products or services into conversation. Through the practical application, the participants have a very high learning factor directly, because they are not only mentally present, but also motor, through example installations. All this solidifies the new product for the craftsman. At the next customer meeting, he or she will perhaps point out the advantages of the new, non-contact bathroom fitting. If he or she convinces the customer, everyone benefits. The craftsman’s workshop earns a few extra euros thanks to the exclusive fittings. You won another customer. The customer has an excellent, non-contact bathroom fitting.

Ideally, the new building should not only be equipped with one fitting, but also directly with several fittings on several floors. So you have ensured by the concept of a training and further training for advertisement, directly with the specialized public, direct hit. Of course this is not only possible for B2B customers. From a golf taster course to a Tupperware party. This also brings us to the sales talk, live marketing, not printing.

Merchandising and Recognition

If merchandising is used correctly, it can leave a permanent reminder especially with existing prospects and customers. You remember, the more contacts, the greater the effect on the individual consumer.

Originally, merchandising came from the music industry. Music bands print their logos on simple T-shirts so fans can take them home with them after the concert. So you always have the memory of the live concert but also the reminder, if you like the old songs, buy the new ones too! Today, merchandising works not only for music bands, but also for companies. From sponsored shirt merchandising for long-distance running and positive PR through sport and movement to brand merchandising, your own brand logo, large and present on a T-shirt or jacket. Some of the long-distance runners will wear the T-shirt for a long time as proof that they were there. In the gym, in your free time or while jogging. Excellent options for companies to bring their logo to the right target audience. It also works with brand merchandising. The bigger the brand logo, the better! So everyone can see what they can afford.

Merchandising is about leaving a lasting impression, having a constant source of memories for the customer and brand presence in the target group. By wearing pieces such as T-shirts or bags, logos get a large advertising space. With a walk on Friday afternoon, through the city centre, a simple T-shirt or jute bag can reach 1,000 to 2,000 contacts so quickly. Projected on days, weeks, months and years, you have not only made a small business with it, but also placed advertising, completely free of charge and sustainable. Not only with the customer himself, but also with his or her circle of friends, as well as in the close public, e.g. shopping or sports.

Guideline: Setting up your own business & business plan

You want to start your own business as a real estate agent or with another business idea? Tips on choosing the right professional: real estate broker. We support you with tips on your business plan and concept. Whether self-employed full-time or part-time self-employed: If you want to set up your own company, you have to think about a lot, in advance and in the operative business. From the right idea to health insurance – what needs to be considered if you want to become self-employed?

There is no training or further education for entrepreneurs. Managing director is you or not. Your own ambition is always important, because this is the only way to improve, every day.

The topics at a glance:

Children during separation – emotional stress and the right way for parents to deal with it

During a separation or divorce, the children and the parents go through a change that will shape them. Whether this imprint is positive or negative depends mainly on the behavior of the parents. In order to make the separation as pleasant as possible and to burden the children as little as possible with these problems, we, the experts at Lukinski, have put together important tips for you.

The most important at a glance

• The behaviour of the parents is elementary important to prepare the children well for the separation. Open communication within the family helps to eliminate ambiguities.
• A conflict of loyalties for the child should be avoided at all costs!
• After a separation, family life changes and needs to be reorganised. The children should be actively involved in these decisions to ensure an ongoing family life.
• Children, like their parents, go through a change during a separation that shapes them for the future. Especially for young children it is important to recognize the unity of the family even after the separation and not to lose this fixed point.

The task of parents – how to behave correctly

Once a relationship is broken, sooner or later this fact must be admitted. However, the decision to separate is often associated with many unpleasant feelings, disagreements and disputes. Moreover, this step is only the beginning of a series of upheavals and changes. Since the situation is already not easy for the parents, they often find it difficult to leave the joint children out of disputes. However, when separating with children, there are a number of things that should be considered in order to protect the children and the family.

Demarcation between partner and parent

When separating, it is important to distinguish the role as a partner and the role as a parent. You should not forget that even if they have resentment or negative feelings towards the ex-partner, you still remain a parent. This role should not be forgotten or disadvantaged during the separation. In front of the joint children, such feelings should be suppressed and the children should be kept out of arguments as much as possible. Act as a parent with your ex-partner in front of the children and settle disputes in private as partners.

Communication is the be-all and end-all

The separation should be openly communicated by the parents with the children. This is best done in an open conversation before the separation, where the children have the opportunity to ask questions and have enough time to adjust to the situation. Presenting children with a fait accompli only leads to lasting confusion and lots of unanswered questions. Such a conversation is also necessary for children who are already old enough to suspect a separation through previous behaviour, as otherwise unanswered questions remain and loyalty conflicts may arise. Openness is very important in this situation to avoid disputes and ambiguities.

Avoiding a conflict of loyalties

No matter how much the parents quarrel or how great the resentment towards the ex-partner is, the children must not get these disputes. If the children are dragged into the quarrel, it often comes to a conflict of loyalty for the child. However, there are many things that parents do unknowingly during a separation that can lead to such conflicts for children. Secrecy about what to do, pushing for decisions, or defaming the other in their absence can have disastrous effects on the child’s emotional well-being. Both parents should therefore remain neutral towards the child and avoid statements against the other partner in any case.

The child remains a child

Especially with small children, the processing of the separation often manifests itself in disagreements. Whether petulance, irritability or generally bad behavior. These changes in behaviour are an expression of the child’s grief and anger. Such feelings should be given space so that the child can also digest the divorce. However, education is still very important, otherwise the child will lose the sense of right and wrong. During the separation, parents should not forget that the child still remains a child and must be treated as such.

• The behaviour of the parents is elementary important to prepare the children well for the separation.
• Open communication within the family helps to eliminate ambiguities
• A conflict of loyalties for the child should be avoided at all costs!

The future situation – residence, visitation rights and family celebrations

The traditional model of mother, father, child is now the exception rather than the rule. There are all kinds of families, from single parents to large patchwork families. Separation is an issue for many children and most of them are able to cope with the situation because the parents have managed the situation well. Finding a stable balance after the separation between both parents is important and meanwhile also well possible.

After the separation, the parents must decide how to proceed. Where should the child live, how often does the other person see the child, what should the upbringing look like, where will family celebrations be held, and so on. If these points are clarified, nothing stands in the way of further separate family life. There are now many children with two homes that can offer different things. Peace and security with the mother, action and fun with the father. It is important for the children to have a fixed point, a home to which they can relate and which remains a place of retreat for them. It is important not to give the children the feeling of being alone, but to maintain the family feeling.

It can become problematic for families when attempts are made to replace a parent. Especially in the case of separations with young children, it is very likely that a new partner will enter the life of a parent at some point. While a stepfather or stepmother can enrich life in a patchwork family, no new parent can replace the birth one. Even in such forms of family life, it is important to maintain contact with the natural parent. Here again the good cooperation of the parents is needed, because the ex-partner also has to get used to the idea of a new partner in the ex-partner’s life. Good communication and understanding from all sides helps to ease the situation for the child.

• After a separation, family life changes and needs to be reorganised
• The children should be actively involved in these decisions to ensure an ongoing family life.

The impact on the child – especially difficult for young children.

Even today, children of divorce or children with separated parents are automatically seen as problem children and are often still perceived by society as being frowned upon, although this has long since ceased to be the spirit of the times. However, there is no denying that when parents divorce or separate, children also go through a change that also shapes them for the future. So, proper handling especially of young children is elementary during a separation. Young children often feel the bond with their parents as a unit, so knowing about the separation of this unit is often perceived as a betrayal. It is therefore very important to prepare the child gently for the changes and to convey the feeling that this unity continues, just in a different form. The child needs the support and trust of both parents and must be able to continue to recognise the family framework. The final effect of the divorce on the child depends enormously on the behaviour and interaction of the parents.

• Children, like their parents, go through a change when they separate that shapes them for the future.
• Especially for young children it is important to recognize the unity of the family even after the separation and not to lose this fixed point.

Divorce: guide, help and tips

Divorce is complex, it’s true. But you are not alone! Many let themselves separate and in fact, a large part always finds a good solution. Only a small part ends in a quarrel. So that you can prepare well, you will find here our small guides and tips on divorce, family, money and real estate.

• Divorce: Guide

Social ads, online advertising, ads in newspapers

On the other hand, not only the unit price plays a role in the choice of media, but also the quality. Of course, the individual person can be reached more cheaply via a Facebook ad than, for example, through a sales employee at the trade fair stand. At the same time, despite the lower reach of individual persons, the trade fair stand is much more profitable for some industries, as the individual contacts are of higher quality, because they are more intensive, and accordingly potentially bring in more sales. When deciding for or against a certain marketing campaign, the target group analysis is again decisive.

B2B or B2C advertising?

Do you want to reach private consumers or business customers?

Depending on that, you’ll choose to be pro Facebook Advertising or pro trade show, tackle both, or opt for a different strategy entirely. If we are within media advertising, the comparison between the different channels is especially important. What is the effectiveness of each campaign? The comparison is based on the CPM.

CPM – Thousand-Contact-Price

Media advertising is usually calculated using the CPM and compared with other campaigns. The CPM refers to the thousand-contact price. The CPM tells you how high the costs are for reaching 1,000 people. If you want to run a campaign to reach 5 million people, for example, you can use the CPM to compare the different offers. More on the CPM with best practice later in “Social Media”.

Tip. Social Media Advertising. Especially for young companies and startups, social media advertising is worth a look. While other, classic channels are often overbooked by brands and companies, for example because they are used to traditional advertising techniques. Thus, they often fall back on trade magazines and TV advertising. Accordingly, the costs for advertising placements are high because the competition is fierce. It is completely different in social media marketing, for example. Although more and more companies are discovering the social networks for their own marketing campaigns, very few companies use these methods, so it is still possible to run good campaigns, with low click prices and high conversion (we will also come to this technical term in the chapter on social media marketing). The second advantage, the media advertising does not have to be booked in a package. You only pay for the reach that was really generated.

Media advertising costs

There are two advantages to this. Firstly, you don’t have to pay for the big package straight away, you pay for the media advertising bit by bit. The much bigger advantage is that if a campaign doesn’t work, you can cancel it or change it. Of course, you can’t do that with media advertising in trade magazines or on TV. The magazines are printed, the TV program is scheduled. Now, if you’re paying to reach three million people and you realize at the beginning of the campaign that there’s hardly any return, you’ll be happy if you can still edit your campaign.

Advantage Digital Media

Over the course of the business, you’ll learn a lot of marketing strategies. For your business plan, we’ll look at the most important, overarching strategies for attracting customers, from offline to online.

Mailing and direct mail: Classic

Mailings and direct mail are still central tools in marketing today, despite laws against mass mailing of information, sending emails and direct mail in the mailbox is still commonplace. Of course, the ratio of email to direct mail has changed dramatically, but letters are still in vogue. Even modern startups use classic letters, because that’s how you can create awareness again. The less the method junk mail use, the more attractive listening test again to create attention. In your company, you’ll also get regular ads for new mail products. The last one that stuck in my mind was a letter that had a pop up box in it. Of course, when you open the letter, you don’t know that yet. As soon as you open the letter, the box unfolds and literally pops up in your face. Never seen before, ingenious! Whoever has the right idea around the box, e.g. a booth builder, has a great tool to creatively win customers or to bind them again.

Guidebook: Setting up your own business & business plan

You want to start your own business as a real estate agent or with another business idea? We support you with tips on your business plan and concept. Whether self-employed full-time or part-time self-employed: If you want to start your own business, you have to think about many things, in advance and in the operational business. From the right idea to health insurance – what do you have to consider when you want to become self-employed?

There is no education or training for entrepreneurs. One is or is not a managing director. What is always important is your own ambition, because that is the only way to improve every day.

The topics at a glance:

1. Business Plan
2. Founder and founding team
3. Product / Service: USP
4. Increase customer satisfaction
5. Market Overview: Customers & Competition
6. Reference customers: Positive image transfer
7. Market analysis / validation: business idea
8. Site selection
9. Marketing concept: Sales
10. Advertising: Google Ads, SEO, Newspaper, Radio?
11. Marketing: Media advertising, costs and CPM
12. Marketing: trade fairs, training courses and trade advertising
13. Marketing: sales talk, telephone call and psychology
14. Marketing: promotions, discounts and special offers
15. Marketing: Social Media and Online Advertising
16. E-business: electronic commerce in the enterprise
17. Cooperations: Cooperative Principle
18. Financial planning: capital and financing

Here you come back to the overview:

• Form a company
• Legal forms: OHG, KG, GmbH, AG & Co.