As you plan next years ...

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1. DETERMINE HOW TRADE SHOWS CAN STRENGTHEN YOUR PRESENT MARKETING STRATEGYDo you want to: Increase existing products/services in existing markets? Introduce new products/services into existing markets?Introduce existing products/services into new markets?Introduce new products/services into new markets?2. SET MEASURABLE AND REALISTIC GOALSKnow what you expect from a trade show. Set realistic and measurable goals. Write them down and share them w ...

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A recent survey, conducted by Deloitte & Touche for the Center for Exhibition Industry Research in Chicago, asked corporate decision-makers which marketing components are most effective in achieving specific sales objectives.  The conclusion was that 81% believe that trade shows are a more effective sales tool than advertising, direct mail, public relations or telemarketing.Studies that measure trade show marketing characteristics reveal time and ...

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A recently exposed syndrome, social media couch potato (SMCP), has become more prevalent and widespread among businesses that have recently adopted social media platforms. They are soon struck with the fact that social media marketing takes strategy, planning, resources, content, time and more time. They become overwhelmed, haven't planned properly, don't have the strategies or resources in place to execute and the results are social media couc ...

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Why do your customers buy from you? Why do attendees stop at your booth, and not your competitors? Or, if we’re going to consider things from the opposite view, what is happening at your competitor’s booth that draws the crowds — the same crowds that pass you by? It may seem as if there’s no rhyme or reason behind attendee behavior. It’s an inexplicably mystery why one company attracts throngs of attention while another — perhaps with an eq ...

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In a recent coaching session, my client started telling me all about the different products he was going to be showing at the trade show he was preparing for. I listened patiently and then asked “which is the most important one?” “They all are” was my client’s response. Over the years I’ve seen this mistake played over and over again at various shows.  Booths stuffed full of stuff, different stations and activities that makes it look like ...

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Selecting the right trade show to attend can make a big difference to your success level, qualified leads and sales versus spending money, time and energy with no return. 1. Ask Questions The first questions you should be asking are "who do you want to reach at the show?" and "what do you want to have happen?" 2. Identify shows There are two groups of shows you should be evaluating: the shows you are presently attending, and the s ...

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