For manufacturing and other industrial companies, trade shows are a commonplace way to attract new business and reinforce existing customer relationships. However, it’s also common that ROI, or return on investment, is elusive with trade shows.
Besides the booth fees, there are travel expenses, swag or marketing collateral expenses, entertainment and equipment moving expenses. This can easily reach $25,000 or more for each trade show. Of course, you can say that one new order or customer will pay for it, but what if you could say that the return on investment was 5-10x that and that you could prove it?
If you create a trade show plan and use marketing automation and technology you can!
We’ve attended a large number of trade shows, and have also exhibited in quite a few ourselves. This is the winning trade show strategy we follow and recommend:
With this strategy, you will generate more business, without having to weed out the students and other unqualified visitors that came to your booth for freebies. With both the new customer leads, manufacturing sales leads and business from existing customers, you will answer these questions:
There’s much you can do to measure the return and make more effective for a trade show strategy using our marketing and automation system.
About Katie Cross
Katie Cross holds a B.B.A in Marketing, and has paired her degree with hands-on experience in online marketing to promote success within business to business marketing. She has a strong track record of success and achievement in social media, SEO, email marketing, and marketing strategy.