D2D

BUSINESS NEWS FOR KALL KWIK CLIENTS

D E S I G N TO D E L I V E RY
SUMMER 2008

ALL EYES
ON YOU
GET MORE FROM EXHIBITIONS...
& EMAIL MARKETING CAMPAIGNS

CALL EXHIBIT A… STAND OUT... AND DELIVER SUPERBRAND SUCCESS

INSIDE

How to achieve more Making the most of email Kall Kwik achieves Superbrand
from exhibitions. marketing. status for fifth year running.
D2D
D E S I G N TO D E L I V E RY
I PRESENT...
THE EVIDENCE FOR BETTER
SALES RESULTS AT EXHIBITIONS
With attendance figures for many trade shows and
exhibitions showing an increase over the past year,
it’s essential that your exhibition stand is designed to attract and inform.
Although trade shows can be an expensive form of promotion
– with stand booking fees, stand manning costs and travel &
accommodation to pay for – there are few other marketing activities that
can enable a business to meet several new customers,
qualify their interest, start building a long-term
relationship and even close sales within such a
short period. However, all too often, poor stand
design leaves exhibition attendees scratching
their heads, wondering precisely
what an exhibitor is offering...
before simply moving on to
view the next stand.
‘Well designed,
large format
print can also
add impact to
the seminars
and training
courses your
business
organises... and
improve the
day-to-day visual
appeal of office
reception areas.’
If your business is going to
take sales personnel off the
road and onto an exhibition
stand, the design of your stand
has to help minimise lost sales
opportunities, while also
reducing the time your team
spends explaining your business
look the business ™
Ex hibit: A
proposition to attendees that have no need of your products and merely
wandered onto your stand because it gave little indication of your offerings.
Let the graphics do the talking
When deciding on display graphics, it’s worth remembering that the words
and images on your stand are not there to close a sale… that comes later.
Instead, they should explain your offering in just enough detail to enable
exhibition attendees to decide whether it’s something they’re interested
in and then motivate the attendees to spend some time discussing their
requirements with the personnel on your stand.
Try to distil what your products and services offer down to relatively few
words. Then choose powerful, eye-catching images that work
hand-in-hand with the text to help attendees to understand exactly what
your proposition is… ‘at a glance’. If a picture really is worth a thousand
words, choosing the wrong images could say all the wrong things about
your business. On the other hand, choosing generic images that add little
meaning to the text can severely handicap your stand’s ability to get key
points across to busy attendees who have tens or hundreds of other
stands vying for their attention.
Specialist Skills… available ‘on tap’
Because Kall Kwik helps countless businesses to present their image at
trade shows across the UK, we have the skills and experience to advise
you on how best to ensure your stand communicates your offerings
– accurately and efficiently.
Kall Kwik’s Large Format Printing capability covers everything from posters
to static banners, roller banners and even self-contained pop-up stands.
We can also provide weather resistant signage and A Boards for outdoor
events. However, Kall Kwik’s exhibition expertise goes much deeper than
large format printing. Kall Kwik’s design and copywriting teams can advise
you on your stand design strategy, discuss options and then help to ensure
that the imagery, text and graphics all combine to put your message across
with flair and individuality.
Find out how Kall Kwik’s large format design and print services can help
to add impact to your exhibition, seminar or training course – contact
your local Kall Kwik Centre, details on the back page.
MAKING THE STA
ND O
MOST OF EMAIL AND UT...
MARKETING DEL
In the information age, virtually
IVER
everyone is suffering from
communication overload – so, how do
you ensure your marketing emails get
read… and get results?

Email marketing campaigns can be an extremely

cost-effective means of increasing sales to existing
customers and also winning new accounts – but just
how many unsolicited emails do your target contacts
receive each day? As email inboxes continue to
overflow, you need to make sure your email
marketing communications stand out from the
crowd… for all the right reasons.

Keep it concise and on-message…

Brevity is the key. Generally, you should try to get your point across
in as few words as possible and also broadly outline your message
early on in the communication. Harassed, time-poor executives will
often discard unclear, ambiguous messages in just a few seconds…
without ever having read that ‘killer’ second paragraph.

A finely crafted email subject line can go a long way to communicating

your proposition and securing the reader’s interest… so that they read
on to the main body copy of your email. However, with anti-spam
techniques constantly evolving, it’s well worth taking care to ensure
that your subject line does not include any words that are likely to fall
foul of spam filters.
...but not too many messages
Many political speech writers limit themselves to no more than three
key messages per speech – in order to ‘hammer home’ the priority
points, clearly and unambiguously. Borrowing this technique and
resisting calls to detail every feature of your product or service
can pay dividends. Instead, consider highlighting the main business issues
that your offering addresses and point out the main business benefits
it delivers. Before putting pen to paper, it’s a useful discipline to try to
decide:
• what three messages you want your audience to take from this email
• what action you want them to undertake
• whether the email is a stand-alone communication or part of an
integrated, multi-stage campaign
• if your email needs to tie-in with other activities – such as direct mail,
advertising, telemarketing.
The eyes have it
Clever use of relevant imagery can help your email to stand out from
other marketing communications. So a keen eye for design can take a
lacklustre email – that’s likely to get binned within seconds – and turn
it into a communication that grabs attention, gets read... and achieves
higher click-through or call back rates.
Visual balance between text, graphics and imagery is also an important
consideration. Good design can transform a dull block of text
– that does little to entice the reader to read on – into an email that
is inviting. In general, any marketing communication that looks like it
will be hard work to read, won’t get read.
Look to the experts in marketing communications…
Kall Kwik has been delivering email campaigns for clients since 2006.
We can cover everything from initial discussions – to help you define
the objectives of your campaign – through to detailed design,
copywriting and distribution of your email. Kall Kwik can also closely
monitor click-through rates and advise you on exactly which recipients
have opened your email – providing valuable feedback which can help
you to refine your future email campaigns.
D2D
D E S I G N TO D E L I V E RY

SUPER-BRAND SUCCESS
KALL KWIK NAMED
SUPERBRAND…
FOR F IFTH YEAR

BU
na me

RUNNING
na me

SINESS
ame
ame
me
me
me
me

SUP
e
e

ERBRAN
ANIND
SIG
SHT INT
O SOM
F BRIT EO
AIN’S ST
RONG
EST B2
B BRAN
DS
Each year, Superbrand status is awarded to a
select set of British organisations – based on a AN INSI
GHT IN
T O SO
ME OF BR

detailed assessment by both the independent

IT AIN
’S ST RONGES
T B2B
BRAND
S 2008

Business Superbrands Council and 1500 WIN the book

individual business professionals.
“We’re proud to have won through such a rigorous selection process and
be named a Superbrand for our fifth consecutive year,” comments Laurence
Knott, Head of Marketing, Kall Kwik UK “Brand recognition is vitally important
in both consumer and business-to-business markets – helping companies to
differentiate their offerings and establish ‘brand loyalty’ amongst their customers.
It’s especially important for a business like Kall Kwik to be named a Superbrand,
because such a large part of our everyday work is helping other businesses
to build and strengthen their own brands through effective design and print.”
Superbrands has published a lavish hardback book that assesses over
60 Superbrands and gives a valuable insight into how these brands have
become some of the most recognised and respected brands in business.
We’ve got ten copies to give away and you can enter by simply emailing
your name, company, telephone number and address to
offer@d2dmag.co.uk by the 1st October 2008.
The first 10 emails randomly selected after the closing date will each
win a copy of the Business Superbrands book. Entrants who submit
multiple entries will be disqualified.

AND THE D2D’s recent special issue on Personalised Marketing didn’t

just detail Kall Kwik’s ability to help businesses to improve
the effectiveness of marketing campaigns by individually
WINNER IS... personalising direct mail and other printed items... it also
included a competition to win a personalised iPod.
Cheryl Cattwell of Costprop Ltd received a fantastic
personalised 4GB iPod nano with her name custom
engraved on it.

GOT A COMMENT? Got a comment on this issue of D2D? We value your ideas and
opinions so please let us know by emailing editor@d2dmag.co.uk.

With our compliments

Kall Kwik Winchester 01962 864900

71 High Street 01962 864649
Winchester info@kkwinch.com
Hampshire SO23 9DA www.kkwinch.com

D2D is printed on LumiSilk 170gsm paper kindly supplied by Antalis

© 2008 Kall Kwik UK Ltd.
Kall Kwik believes that the information in D2D is up-to-date and accurate.
However you are advised to check with the appropriate bodies for further details. D2D11Summer63/06/08