In the same way that handing out business press kits at a PTA meeting isn’t a great idea, so too is the idea of handing out cutesy fliers at an exclusive symposium may get your escorted out of the building.

When it comes to promoting yourself and your business, it’s rather vital that you use the right tools for the job at hand.

Tweak things for your audience

When you’re job-seeking, you’ll tailor resumes to suit particular jobs, neh? The same thing goes for promoting yourself and finding new clients: consider the demographics that you address/interact with professionally, and create a few different promotional materials to best suit each situation.

Need examples? Okay, let’s say that you’re an event planner who specialises in weddings. For trade shows in which you’ll be interacting with the public (i.e. brides, their friends, and their mothers), opt for promo materials like postcards that are eye-catching and cheerful, and are large enough for a fair bit of info that they can refer back to. Business cards are all well and good, but when people are vying for work against one another, standing out with something memorable is a great thing to do.

Conversely, if you’re going into a meeting with potential investors, tone down the bubbly-ness and keep your materials crisp and clean: info sheets, CV, and business plan on branded letterhead, with a business card on the side. Keep your branding consistent, but alter the wording to sound more professional.

Keep brand consistency across platforms; just alter wording

Much like we touched upon above, it’s good to make subtle adjustments to your promo wording and imagery depending on what platform you’re working with:

• On Twitter, you’ll want to be succinct-yet-fun, using language that your average twenty-something would understand.
• For Pinterest, focus more on imagery, with tiny, fun captions that capture interest.
• LinkedIn: Professional and articulate, and full of details regarding your experience.

We are all multi-faceted beings, and it’s to be expected that our professional work will run the gamut from frivolity to seriousness—it’s just a matter of knowing what to put forth, and when. If something super cute happens and you want to share it, do it on Pinterest or Tumblr. If you had an incredible connection with a client and want to sing their praises, Tweet it and write about it on LinkedIn.

All of these are valid experiences to be acknowledged in the right place, so use common sense and your best judgement, and when in doubt, ask yourself how you would feel if you came across what you’re about to do, put forth by someone else. If you cringe, don’t do it.

Lana

After spending over a decade coordinating and managing events ranging from weddings to celebrity charity functions, Lana Winter-Hébert has stepped away from active event work to pursue a new direction in her career. With the event companies and home décor specialists she writes for, she has the opportunity to flex her creative muscles to conceptualise memorable celebrations, and to share inside tips with those new to the industry.

Currently, Lana divides her time between writing for various clients and doing collaborative projects with Winter-Hébert: the design studio she runs with her husband. Best described as "endearingly eccentric", she spends
most of her spare time wrestling with knitting projects, and cohabitates with two hand-raised sparrows who live in her writing-desk.

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