Trade Shows Show Marketing Results

2005 may well be the year the trade show returns to its former glory as a marketing tool. With airline capacity up to its pre-9/11 levels, businesses are increasing budgets for trade show participation and attendance from buyers.

Trade shows are among the largest marketing investments for many mid-size companies. To maximize the return on this investment, divide the trade show into two main categories: the experience and the lead process.

The Experience
Creating a memorable experience need not take a lot of money, but it will take time. The experience must tie into the company or product brand, transcend several media and appeal to the majority of the senses of those who come in contact with your company and booth.

The Lead Process
Demonstrating that you have generated leads from a trade show is the best way to secure funds to return to that show next year. There are three major stages of the lead process:
1) driving traffic and appointments
2) record interactions (quantity and quality) at the show and
3) create at least 7 interactions with those who visited your booth and at least 4 interactions with those that attended the show, but did not visit your booth, during the subsequent 6 months.

Learn how to put these ideas to work for you. Register for our trade show webcast presentation or call 651-695-0174.