The number of leads that are obtained at a trade show that are mishandled is astounding. Whether you are exhibiting to increase business or have a communication need such as brand reinforcement, the contacts you make at trade shows are of value and that value decreases each day they go unanswered.
Perhaps understanding the reasons why this happens will give you a heads-up and ensure that the proper preparation is done ahead of time.
Do any of these ring true for you? If you want to know what the real return is on your exhibit investment, start with a sound follow-up strategy, which includes the right resources, the right people and the right systems. Dedicate one person to oversee the whole process and ensure that everything is done as it should be.
It doesn’t take much to win at the exhibit marketing game. A little thought and the avoidance of some of the common pitfalls can mean the difference between lackluster results and those that are spectacular.
© 2011 by Barry Siskind. Barry Siskind is author of Powerful Exhibit marketing. He is also President of International Training and Management Company who offers a number of services to exhibitors including the creation and implementation of a mystery-shopping program. Contact Barry at barry@siskindtraining.com for more information.
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