Are trade shows & conferences worth the effort in B2B marketing?
02 October, 2007
If I had a dollar for every time I?ve heard a CFO rant about the high cost and no measurable results of trade shows, I?d have, well honestly, I?d have about 10 bucks. But the point is: the CFOs may be right.
There?s no doubt about it, trade shows can be a huge black hole for marketing investments. However, I?ve learned that, when handled correctly, trade shows can be a very good marketing tool - and they are experiencing a surge in popularity after the post-bubble, post-911 crash in attendance.
Here are 8 keys to making trade shows work for you:
Trade shows wouldn?t be my first choice as a lead generation tool. But once the primary tactics are in place, they do have a role in a well-integrated marketing system. Good enough that they shouldn?t be ignored.
co-founder of TatumMarketing, is a recognized expert in business-to-business marketing. She has been helping companies achieve greater marketing results for more than two decades. She regularly publishes B2B marketing strategies and actionable tips on her blog at www.TechnoBuzzBlog.com. For a limited time, you can get a complementary copy of her latest executive report 5 Fundamental Strategies of B2B Marketing.
