I often write on this website and blog that Las Vegas businesses often try to market to the masses, which is a huge marketing error for any business or company in Las Vegas. To run truly successful marketing campaigns that are targeted and well planned, you should identify your target market.

Even with your target market in mind when running a marketing campaign, another successful marketing strategy and tactic that many Las Vegas businesses use is targeting zip codes. Targeting a zip code will enable you to reach a specific demographic in the Las Vegas valley or a group of potential customers close to the area where you do business.

By considering targeting a specific zip code, you can plan a mailing, door-to-door marketing, flyer, print, newspaper or internet marketing campaign and target zip code/s of your choice.

Resources to find Las Vegas zip codes and Las Vegas demographics:

• Zip Code Lookup – Yahoo! Small Business
• Las Vegas Zip Code Map – Henderson Zip Code Map – greatlasvegashomes.com
• Las Vegas Zip Code Map with detailed views – act4u.com
• Las Vegas, Nevada ZIP Code Map – hellovegas.com
• Free Las Vegas Demographics Report Available For Area Business Owners And Operators – lasvegasnevada.gov
• Las Vegas, NV – Neighborhoods & Demographics – neightborhoodlink.com

Email Marketing can help spread the word in Las Vegas and nationally about your business, products and services. More on why email marketing is important. Defined, Email Marketing is direct marketing to a target market you are trying to reach using email. It can contain news, tips, articles, promotions and specials, but it’s main goal it to market.

When you compose an email for marketing purposes, keep these points in mind:

• Create a title for the email that will cause readers to want to open your email. People glance at the first few words of the email title to even decide if they are going to open it or delete it.
• Write interesting headlines. So you’ve gotten the reader to open your email, now give them a reason to read on. Glancing at the headlines should make you want to read the news item.
• Keep main articles concise, interesting and to the point. Get to your point quickly, whether it is an offer of some sort, or any other call to action. People’s attention spans are very short, especially in email.
• Create links back to your website when possible.  Readers will click on the links if they want more information.

There are many places you can source an email list for marketing purposes. Most of the time you must buy a list and the prices and quality of the lists you purchase may vary. A good place to start is by exporting the contacts from your email or address book.  They are most likely current clients, business associates and friends. The first time I exported my address book years ago, I was surprised to end up with a list of over 400 email addresses.  If you would like to purchase a list of email addresses, there are many options available to you. Remember to decide upon a target market for your purchased email list. For example, are you trying to source a list in Las Vegas of Small Business owners on the west side of town or specific to zip codes or is your target a national audience of dog owners let’s say.

Websites you can purchase email marketing lists from:

The process is fairly simple. You need to find an online company, set up an account, pay a monthly fee depending on how big your list is and how many times a month you email your list. They will have instructions on how to import email addresses from your address book or the list you’ve purchased.

Starting a new business in Las Vegas can seem like an overwhelming process, especially if your starting a business for the very first time.  In this economy especially, it’s imperative to think everything through before you start the process. I’ve compiled some articles, resources, tips and tricks that can help you through the process.

Things you will need:

• Business Plan – You will need a business plan if you are looking for investors. Your business plan should be well though out and include revenue projections.  The public library is a great place to find books to assist you.
• Marketing Plan – From the business plan should come a Marketing Plan for your new business. The Marketing Plan should includes a lot of key information that will help you lay out the plans for reaching your target marketing.
• Incorporation - You should incorporate your company to be on the up-and-up and you’ll need to to obtain a federal tax ID as well.
• Business Licenses – You will need the appropriate business licenses for the City of Las Vegas and Clark County.
• Insurance – You should have the necessary insurance coverages based on what type of business you are opening.  Contact your insurance agent and they can help.
• Legal Advice – Ideally, you should consult with an attorney to review your Agreements, any claims you are making with your products and services, and to review any copy you write for your website, including privacy information and disclaimers.
• Marketing Materials – Of course you need marketing materials to promote your business – logo, business cards, letterhead, envelopes, a website design, brochures, and PowerPoint presentations and key.
• Website – Not just any web site, you will need a professionally architected and designed web site that a reputable company should help you to strategize and build (see perkolate.com).

You should choose a trade show display based on the trade show or event for which you will be using the display. The display that best presents the products, services, and company image desired, will attract future customers. Frankly, a display is designed to do assist in creating or maintaining brand awareness. For once an attendee has been lured to your display; your boothís job is done. It is then up to you to throw down the hammer and commandeer that attendee as a future customer.

With only an ephemeral moment to seize the attention of a trade show attendee, your trade show display must make a plea to your target audience’s needs. Your display has to effectively communicate who you are, what you do, and how your company can be of aid.

But, determining the correct display can be a daunting task. When purchasing a trade show display, you want to choose a professional based company with expertise and excellent customer service. If you consider the questions listed below you will have a much better idea of the direction for your display needs. Keep in mind; you will be limited by the size of your booth. Working under that premise, take a look at some options for that area.

1. What is the booth size?
2. What is the show budget?
3. How many individuals will be working the show?
4. What are the marketing and sales objectives?
5. How will the display be transported to the show?
6. Will graphics need to be created?

By answering these questions, you will narrow the search for a display booth. Once objectives and your trade show calendar for the year have been set, the next step is to choose a display. The display decision should be based on the specific show objectives, budgetary restrictions, as well as, corporate branding goals and guidelines. If for example you are a marketing director for a big company with an unlimited budget and want to position yourself as a leader in your industry, a large booth space and a custom or high end modular exhibit for enhanced appearance would best suit your needs. If, on the other hand, you are a startup or small company with a limited budget, a great choice would be to consider an inexpensive Pop Up Display. Most companies fall somewhere in-between these two extremes.

Pop Up Displays are the most popular option for spaces at sales events and conferences. There is a wide range of pop ups and most are available with podium wraps to convert your carrying case into a podium or small table. Further, Pop Ups can be complemented with shelving, peninsula counters, backlit headers, literature racks, and other accessories which can convert an ordinary Pop Up into unique marketing tool. Some of the key factors to look at in selecting a pop-up are durability, ease of setup, availability, fabric colors, and warranty. If you sometimes exhibit in smaller spaces, you could consider a convertible booth which can be easily converted to a smaller size. Each display booth uses a frame that can “pop up” allowing the display to be assembled in minutes. The frames are extremely durable and make it easier for individuals to set up and tear down. They are made of different components, some graphite, steel, and/or extruded aluminum. Manufacturers would argue their frame is the strongest, the lightest, or simply the best. Just remember each represents their particular calling card. You could equate it to the myriad of different HD televisions now available on the market. Though, when broken down to its bare essence, no one is any better than the next. The makeup from one frame to another is not overly important. Further, most of these displays have one thing in common –  a lifetime warranty on the frame. Some offer a one year warranty on their display. The frame is the most important piece to your display. Every model, big or small, is a great portable trade show display choice for any trade show exhibitor. Today, marketers must achieve their goals with reduced budgets. Again, Pop Up Displays will assist you in stretching your budget because they are lighter weight and designed for easy set-up and tear-down. Further, you will save on storage, transportation, and labor costs.

Panel System Displays are an alternative to Pop Ups, and depending on their quality and countertop options, can provide a higher end look than a Pop Up Display. Panel displays generally hold more weight than Pop Ups, so they can work well if you have heavier products or a number of computer monitors to display. They are constructed of upper and lower panels that are assembled via heavy duty bolts. Panel systems give you an extreme amount of flexibility of design choices as displays can be custom created to your needs. Flexibility also abounds in color selection as upper and lower panels can be different. Most come with panels covered in fabric, be sure to select the color that best matches your companies logo, brand, products or overall image.

Modular Exhibits are high end exhibits that provide a custom look but can still be setup in a few hours, shipped in standard rotomolded plastic cases, and thus have a lower total cost of ownership than custom booths. Modular exhibits generally use higher end materials including tensile fabric structures, extruded aluminum frames, high end composites and laminates, and innovative bold designs. Modular exhibits will hold more weight and can also be used to hold large plasma screens and LCD panels.

Truss Systems provide a brash, modern, and unique look to a display. They are also excellent functional components that can be used to mount lighting, projectors, and Plasma or LCD panels. The fact that truss systems have a high weight bearing capacity makes them great for displaying heavier weight products like computers, machine parts, free weights, etc. They also have a unique dramatic look that works well with certain target markets. The beauty of Truss systems is the ability to be used in conjunction with other display structures like Pop Up and Panel System.

Custom Exhibits provide the ultimate in branding and high impact. As their name infers, they are custom built, ergo, designed to meet very specific show objectives and may include elements like conference areas, theater spaces, rotating towers, as well as, numerous product and service display positions. Given the higher cost of design, construction, shipping, installation and dismantling, these exhibits are best equipped for those willing to invest $25,000 or more for their trade show display. The payoff in a custom exhibit can be huge because it can set you apart from the competition and create an indelible branding image of your company as an industry leader.

With each of the above-fore-mentioned display types, designing attention-grabbing graphics for your booth is essential to setting yourself apart from your competitors. Below, you will find some important strategies to consider:

• The 10 foot rule. Make sure all logos and text can be clearly read from a distance of 10 feet ( i.e. Rule of thumb for text is 2x per 10x of distance viewed)
• Limit bullet points to 10 words or less – Less is more.
• Infuse a bounty of visual images to illicit emotion and make your exhibit unforgettable
• Make your logo simple to view even from a long distance. You want to make sure that your target audience can find you at a glance. High visibility is a priority.
• Consider using mural graphic panels to increase the value and emotional impact of your display. Remember, “Perception is Reality!”

Remember, purchasing a trade show display allows you complete freedom of expression. Be cognizant that the exhibit design should revolve around your specific tradeshow needs. The Trade Show Display, Exhibit or Booth should project your company’s individuality, character, and panache. Over time purchasing a new tradeshow display may be your most economical long term solution to your trade show needs. Once youíve answered the questions presented earlier and understood the dynamic differences between the many. display options, you will be more informed and better suited to create your new display space.

A brand is a name, sign, design or symbol that identifies the goods and services of one seller or group of sellers and differentiate them from those of other sellers. Branding is one of the most important factors in successful marketing. Branding brings to light the unique nature of your company, and points out the benefits of purchasing your products.

How do your customers perceive your company? Your brand is drawn from who you are, who you would like to be and who people think you are. Branding imparts identity, and expresses the company ambience in a unique way. Branding mirrors the impression that the company wants to portray, and sets the company’s products apart from others in the niche.

Branding is one of the most critical elements of effective product promotion. A brand is your company signature. A strong brand imparts gives color, personality, and identity, and this helps customers associate positively with your product. It lets them know about your products and services, and sets your company apart from others in your niche.

Your company‚Äôs brand and logo imparts identity , and illustrate and expresses the name, description and design of a product. Branding mirrors the impression that the company wants to portray in a unique way, and sets the company’s product apart from niche competitors.

A company’s brand showcases the personality of its products. The definitive goal is to craft a brand that is immediately recognizable and perceived in a positive way. Branding combines style, and color, and visual imagery to separate a company’s products from the competition. The primary objective of marketing is to sell a product. Branding drives the sale of products.

Your Signature

A brand is your company signature. A strong brand imparts gives color, personality, and identity, and this helps customers associate positively with your product. It lets them know about your products and services, and sets your company apart from others in your niche.

The Role of Research

The most important aspect of brand development is target market research. The gathering of data on prospective customers and their preferences helps establish compatibility with their needs and expectations.

The Logo

Your logo should be very professional. It has a strong affinity with your brand. The logo should be configured to be eye-appealing, and to encourage customers and prospective customers to buy the product.

Branded Gifts

You can imprint your brand on small items to give as gifts to your customers. This helps keep your customers loyal, and also has a subliminal impact. Although they may be unaware of it, your target audience will be taking in this information on an unconscious level, and when they have a need for your products or services, your company will be their first and foremost thought.

Branding is one of the most critical elements of effective product promotion. The primary objective of marketing is to sell a product. Branding drives the sale of products. Your company’s brand and logo impart identity, illustrate product design, and portray your company in a unique way. A strong brand gives color, personality, and identity, to the items you sell, and this helps customers associate positively with your products.

When you started your Las Vegas business, you most likely created a business plan to map out the strategic business direction your company would follow and projected sales, profits, costs, etc. In the same vein, you need to create a basic marketing communications plan for your business as well.

The goal of a marketing communications plan is to make potential customers in Las Vegas (and beyond) aware of your business and its products and services. This is accomplished by creating websites, brochures, flyers, powerpoint presentations, press releases and more.

In order to write a meaningful marketing communications plan, you need to do research to understand your target market and target customer, what materials would be most appropriate to reach that customer and what budget and timeline will help you reach your marcom goals.

The following are some great links to help you understand exactly what a marketing communications plan is and some templates and information to help guide you along:

• What is a Marketing Communications Plan? – hutchinscrang.com
• What is a Marketing Communications Mix? – wikianswers.com
• Marketing Communications Plan Template – csumb.edu
• Integrated Marketing Communications Plan Outline – mcgraw-hill.com
• Creating an Integrated Marketing Communications Plan – rd-marketing.com
• How Marketing Plans Work – howstuffworks.com
• Marketing Communications Articles, Resources, Glossary – marcommwise.com
• Books on Marketing Communications – amazon.com