The well-planned and executed show

Consider that the well-planned and executed trade show does these two things: 1. Enhances all of your other marketing efforts2. Brings your brand to life Enhancing other efforts. When your ads, web pages, direct mail, sales collateral, electronic direct marketing, personal selling and publicity all have the same messages woven into them and match your

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Walking a Show

“Walking a show” means just that: you are going to visit a trade show to learn more about it before you choose to exhibit. The idea is that if you get a feel for it by being there you will more than likely understand and make a better judgment of its value to your company

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Total Cost of Program

Managing a trade show program of more than one show require broader thinking. Because you are using properties in multiple locations (and for possible different mixes of products and services), you really need to look at cost beyond the cost of each show. In fact, combining costs across your spectrum of shows allows for economies

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Classifying leads

I know I dwell on this, but let’s talk about leads. Gathering leads is one of the primary reasons we are at shows–we are there to itneract with suspects, prospects and clients and maybe find a few new ones in the process. So, let’s talk about one way to classify leads. Whether you are collecting

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Saying goodbye–leaving a vendor relationship

It happens. The trade show supplier you worked with for so long has changed–maybe they have new owners or a new account executive. Perhaps their pricing policies have changed or they don’t understand your new business strategy. Whatever the reason, you’ve chosen to move on. As with any relationship, a business divorce doesn’t have to

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