The Durban Business Fair takes place from the 22nd – 29 September 2019. It will celebrate 21 years of existence as a platform that gives small and medium enterprises the opportunity to market their products and services to potential customers.

It goes without saying that participating in such events is key to generating leads for your business. And equally important, is ensuring that you have the right branding to present your business to potential customers. So, imagine that the below is a typical journey that a potential customer would follow while interacting with your brand (e.g. Tozi’s Tours), and how branding will help move the customer closer to making that all important sale.

The customer walks towards your display and she sees your pull up banner, branded Tozi’s Tours, Explore KZN’s Wildlife with us! Then her attention is drawn to an image of the iconic Big 5 and it reads; Affordable packages from R500.  She stops and asks for more information. You pick up a brochure from a table that is covered by a branded tablecloth, and hand it to her. As she pages through your packages, you start telling her about the special you have for the month of September. She then asks for your contact numbers because she wants to think about the ideal package her family should take. You attach your business card to the brochure and off she goes. A week later she contacts you to make a booking for one of the tours.

Thinking about which journey your consumer follows in making purchase decisions is important for planning what branding solutions you need to communicate your products and services. Remember this as you plan to showcase your products at the upcoming Business Fair.