Category Archives: Tradeshow Strategy and Planning

3 Secret Lead Retrieval Habits to Increase Your Sales

Are you making the most of your trade show leads? Is your company testing and measuring lead retrieval data from trade shows in an effective and meaningful way? How are you capturing lead data at trade shows? No matter how you’re capturing leads there are three important aspects you should be clued in on. This is particularly important in today’s market; according to a recent report by IBISWorld, “…trade show and event planners will experience improved conditions over the next five years.” Zibit more [...]

What Is Event Marketing?

Marketers have used events to promote their products for centuries. Vendors can be sponsors (logos on cars at a NASCAR event), participants (session leaders at a conference) or exhibitors at a trade show. In its broadest definition, event marketing is using an activity (e.g. trade fair, sporting event, street festival, concert or a themed meeting) to promote a product, brand or cause. The goal of event marketing activities can be to start a relationship, build a brand, move purchasers through the Zibit more [...]

Are Trade Shows Worth It? (Part 2)

In a previous post, I talked about the most typical measures of trade show payback (ROI) - increased sales. In this post, I'll cover additional things that you can do at trade shows that may actually contribute more value to your overall marketing programs that increased sales! Brand Building Companies can increase brand exposure in several ways.  A stand-out booth design and a creative, interesting exhibit or demonstration can cause show attendees to notice you. The show also offers sponsorships Zibit more [...]

Pre-show Planning – Reaching Your Goals

To answer the "was it a good show?" question you must first know what you were trying to accomplish. There is a great deal of information available on the web and in the bookstore on event planning. Almost all of these sources include checklists to help you with your planning efforts. Unfortunately, at least to my way of thinking, these checklists tend to focus on the exhibit itself (booth design and layout, signage, displays and demonstrations) and booth staffing. While these are certainly very Zibit more [...]

Trade Show Budgeting – Part 1

A recent Forrester Research report on B2B marketing budgets provided several interesting insights into trade show budgets. As expected, trade shows continue to be the single biggest line item in a B2B marketing budget representing almost 20% of the overall budget. Perhaps more interesting is the fact the 30% of marketers told Forrester they would decrease their live event budget while 21% said they would increase it. The question I sometimes ask clients who believe their trade show budget is too Zibit more [...]

Are Trade Shows Worth It?

It is unfortunate that a frequently heard justification used to exhibit at a trade show is “we’ve got to go or people will think we are having problems and can’t afford it.” And it is almost always the case that the sales force believes that trade shows never generate enough leads and that most of them are worthless anyway. Not a great start on a ROI discussion! It is true that trade shows are expensive. Exhibit space, booth design (and storage, shipping. setup and teardown), custom signage Zibit more [...]

Pre-show Marketing – Conference Speaking Promotes Your Brand (and You)

Speaking at trade shows and conferences builds brand credibility better than any other marketing activity. Forget the shakes – get on the program and speak! When pulling together a trade show program, many marketers believe that speaking at a trade show or conference is not worth the effort. The time it takes to identify someone willing to speak (a huge task!), selecting an original topic, completing the call for papers, developing and rehearsing the presentation, traveling and delivering the Zibit more [...]

Observations from the Show Floor – Interop 2014

TechMarketeers just returned from two days at Interop 2014 held at the Mandalay Bay Convention Center in Las Vegas. Interop is an excellent hi-tech show, well organized with a good conference program. But right now, I want to rant a bit - not about the show, but the exhibits. There were a large number of good-to-excellent booths at Interop. Well designed exhibits with easy-to-understand messages coupled with a well-trained booth staff was the norm. However, judging by some of the exhibits we Zibit more [...]