Making Trade Shows and Conferences Pay



Participating effectively in trade shows and conferences requires significant investment of time and treasure. I always encourage my clients to do only as many as they can afford to do thoroughly. What does “thoroughly” mean?

Essentially, have a plan and a purpose. Start early, months before the conference. Have the right people at the conference with the time, attention, and resources necessary to work the plan. Be ready to follow up after the conference. Everyone returns from these with lots of ideas and good intentions that whither the first day back at the office. It’s up to you to pick up the thread and maintain the momentum.

Have a clear goal or purpose that is consistent with your marketing message and sales targets. One way to formulate the goal is to answer the question, “If I (more…)