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Recent marketing studies report that trade shows deliver a high concentration of
new leads in a short time period. If you’re ready to make it big at trade shows,
set yourself up for success from the start! These best practices will help you
create a game plan to maximize ROI.

Choose wisely. Before investing in a trade show, do the research to determine
if it’s a good fit. Solicit opinions from colleagues who’ve attended in the past,
look for shows that have a positive reputation in your industry, determine if the
show’s exhibitors are in your target market, and most importantly, find out if
their decision-makers will be present at the event.

Plan your participation. Being an exhibitor isn’t the only choice for companies looking to build their business at trade shows. Participating as an attendee
requires less of an investment and it pays off. Also consider opportunities to present or join a panel at trade shows. Studies have shown that demonstrating thought leadership is the most successful way to spark interest and attract new business, and it’s also the most cost-effective.

Stand out. If you decide to exhibit at a trade show, innovation and creativity
are key! Move away from traditional show setups, and create an attention-
grabbing, engaging booth. One example at a recent show was a toy manufacturer that invited children from a local orphanage to play with new products at their booth. Not only did the company stand out, but the charitable tie-in garnered a ton of buzz. Giving potential customers an experience that goes above and beyond what other exhibitors are offering will set you apart.

Fill your schedule. Before hitting the show floor, it’s imperative to identify participants within your target market. Schedule appointments with them prior to the event so you’re already on the books when you arrive. This will eliminate the difficult “cold sell” and set you up for success.

Prep your team. Map out the selling points you want your trade show team to cover, and practice the dialogue with them. Also make sure they are armed with effective marketing materials that can be handed out to strong prospects. For less qualified leads, take a business card and follow up after the event. This strategy has proven to be more effective than offering handouts to people who aren’t actively interested in your product.

Focus on follow-through. After a trade show, make it a priority to contact your leads while the conversation is still top of mind. Also include new contacts in nurture marketing efforts, like educational newsletters and other thought leadership pieces. These tools can effectively continue the conversation and turn prospects into clients.

To learn more about getting the most out
of your trade show investment, contact Eric Rabinowitz at
or 732-636-1001, x. 27.

Nurture Marketing: Marketing that Matters

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For more information, contact Eric Rabinowitz at 732 636-1001 x 27 or via e-mail at and visit our website at

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