#LRAEXPO14 Exhibitors: 4 ways to enhance your brand’s presence at the tradeshow

The National Restaurant Association’ s Manage My Restaurant has articles in categories such as Marketing and Sales, Workforce Engagement, Food and Nutrition and Operations. Visit Manage My Restaurant here for this and other helpful tips.

Make your brand stand out at trade shows, food fairs and festivals. Most visitors pass by your booth or table only once, so you need to grab their attention immediately. Generally, you have three to five seconds to do so. Here are some ways to stand out:

Spend time and effort on graphics and messaging. Working with professional designers and contractors who build trade show booths, as well as printers and copywriters. Copywriters can help you create a slogan or tag line for your brand that will really stick. Make sure it interests attendees at first glance so they stop by to learn more.

Create an experience at your booth. Make your booth stand out by creating a fun experience that allows visitors to engage with your brand. Trade show games with prizes and photo booths create buzz and draw attention – often just because of the crowd.

Entice them to return. Even if you have a great booth design, contest or samples, there’s no guarantee attendees will think about you after they walk away. That’s why it’s important to do something that makes them think about you later. For example, if you offer a photo booth, include a code and text on the picture to drive them to your website. When visitors enter the code on your site, they receive a discount on your product or service. That encourages them to visit your booth, hang out for a while and return to your brand later.

Capture their contact information. Invest in a small scanner so you can easily capture their contact to information to follow up and potentially create a long-term relationship.

This content was provided by Primary Color.  For more information contact Paul Wartman at 949.370.4255 or paulwartman@primarycolor.com

Why color is the main ingredient for brand integrity

The National Restaurant Association’ s Manage My Restaurant has articles in categories such as Marketing and Sales, Workforce Engagement, Food and Nutrition and Operations. Visit Manage My Restaurant here for this and other helpful tips.

Choosing a specific color or palette of colors for your restaurant's brand can be a daunting task. Ultimately, your brand's color will define your image as a business. When a person sees a particular color, he or she relates to it in certain ways. One color might make a person feel refreshed and relaxed, while another might make him or her think of stressful situations or powerful moments. That’s why it’s important to evaluate the tone of your menu and atmosphere of your restaurant before making a decision on the primary color of your brand.

Why is color important for my brand?

• Color defines your brand's perception, and consistency of that color is key. Color consistency builds trust among your customers and increases the value of your brand.
• Color consistency also eliminates confusion surrounding your brand. People will recognize your brand and know what your company stands for when you achieve color consistency.
• Color consistency provides you with a better competitive advantage. It allows you to stand out against your competition, which might not manage its branding as strongly.

How can I achieve color consistency success in my printed material?

• Choose a qualified printer. Not every printing company understands the importance of color consistency when it comes to brand management. Find a print provider that specializes in color management and is G7 certified. Be certain your print provider has a dedicated team to ensure color consistency across all print devices and substrates.
• Choose one trustworthy print provider and stick with that provider. That eliminates the risk of printed items not matching each other.
• Always establish a “golden master” either as LAB color, or use Pantone colors in your artwork. Make sure your provider knows to match to them. Pantone is a standardized color reproduction system in the form of a printed guide and allows your print provider to have an accurate reference for matches.
• Make sure you have greater brand control by using a marketing asset management tool. It allows you to better manage your marketing and brand identity in one place, giving you the control you need over your brand.

There's much to consider when it comes to choosing a brand color for your restaurant, and knowing your target demographic can help. Many brand managers don't realize senior citizens are drawn to blue and green. If that’s the group who frequent your restaurant the most, it might be something to consider when creating your branding strategy.

Perhaps you don't have a set demographic, and you generally want to attract a wide range of diverse diners. In that case, blue might be the color for you. Adults worldwide favor blue more than any other color. Once you decide on a color for your brand, stick with it, own it, and develop your brand around it. That’s the first major decision you have to make when launching your brand identity, and it will have a big impact on the overall success of your restaurant.

This content was provided by Primary Color. For more information contact Paul Wartman at 949.370.4255 or paulwartman@primarycolor.com.