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Chapter 41—Trade Shows

Trade shows are still the most commonly used B2B marketing
tactic with over 90% of B2B companies utilizing them according
to a 2011 study by Marketing Sherpa.

However, in recent years, the popularity and ROI of trade
shows has declined. Instead of attending three or four
big name shows and a couple of mid-size ones each year,
companies are shifting towards smaller, regional shows or
one large show. B2B companies are more likely to prioritize
one or two big shows in combination with a number of local
ones and to cut out the midsize shows all together.

Typically, the large shows are valuable for building brand and
generating a large number of leads. These shows are very
expensive, so if a company is going to pursue them, they
need to have the right position in the market to leverage the
opportunity (i.e. have enough money to spend to make their
presence known), and the structure and processes to follow
up effectively with leads after the show.

Smaller, more focused shows often generate more qualified
leads.

Getting value from a trade show is equally about the activities
and communications before and after the show as it is about
your presence at the show itself.

Here are tips for maximizing your trade show investment:

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© 2012 Lisa Shepherd