There’s an old saying in business that people buy from people. If that’s the case, it’s a good idea to get people together as often as possible!
Trade show and event marketing is a great way to get people together with common interests to achieve a goal. B2B and B2C marketers use trade shows and events to generate leads, nurture prospects, build brand awareness, expand distribution, conduct training, or enhance relationships with existing customers. Options include:
It’s common for trade show and event marketing to require substantial investments with a lot of logistics:
When executed properly, a great trade show or event could produce a large percentage of the leads a company needs to generate over an entire year. With a halfhearted strategy, companies usually get lackluster results.
Do you see your company in any of these trade show and event marketing scenarios?
|Best Case||Neutral Case||Worst Case|
|You use trade shows, special events and/or webinars to generate new prospects and reach out to existing prospects and customers.
You stand out from your competitors, deliver compelling information and create meaningful dialog with your market.
You set goals and measure them, and you know your ROI is worth the investment. You also implement marketing programs to drive traffic and continue dialog after the event so leads don’t fall through the cracks.
|You regularly attend trade shows and you’ve tried a few webinars with mixed results — there’s a lot of competition for your prospects’ attention.
At shows, your team does a decent job of qualifying leads and following up; you know you generate new business but you don’t know how much.
It seems like you could be generating a lot more business from these programs, but you’re not sure how to do it.
|You exhibit at trade shows and you’re never satisfied with your leads. It’s hard to stand around for days and you know leads fall through the cracks in the weeks afterward.
Your competitors are always doing something big at the shows but you haven’t been able to afford anything but your booth.
You haven’t tried any other events because they’re an enormous effort for very little payoff.You’ve never really been able to measure the results from the shows you attend – you get a handful of leads and that seems to be it.
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With a solid strategy, planning, investment and measurement, your trade show and event marketing can be an effective part of your annual marketing plan.
Most trade show and event marketing campaigns take careful planning with many details to address. It’s best to create your trade show and event strategy months in advance. Better yet, outline your events in your marketing plan so you can build your pre-event and post-event campaigns effectively.
Trade show and event marketing typically generates new relationships or foster existing ones. It’s important to set solid followup procedures with your sales team so valuable leads don’t fall through the cracks.
EVERYTHING YOU NEED FOR YOUR TRADE SHOW AND EVENT MARKETING PROJECT