I apologize for the lack of posting recently. June is one of the busiest times of the year for me--working in the IT B2B marketing industry. Also, in the past few months, I have been spending a considerable amount of time on re-assessing, researching, and developing a new approach to tradeshows and events.
With the help of a book, I did a lot of things differently this year for our biggest industry tradeshow. The book is called Trade Show and Event Marketing: Plan, Promote, and Profit by Ruth Stevens. I can't begin to tell you how this book inspired, taught, and guided me to do exactly what the title says - plan, promote, and profit. It will be awhile before I can determine ROI (return on investment). However, right after the show, I was able to measure some of my ROO (return on objectives). By choosing measurable objectives from very early on in my plan, I was able focus on results. Here are some of the key things I learned from my research and the book:
- Understanding the value, strengths, weaknesses of a tradeshow
- How to approach tradeshows strategically
- How to choose objectives & measures
- The importance of pre-event campaigns and post-event activities
- How to sell at the tradeshow (engage, qualify, present, capture information, disengage)
- How to prepare effective sales and/or booth staff training
I hope to dive into these areas later, but for now I'd like to recommend this book and a few other resources to anyone that does or is considering tradeshow marketing:
- PODCAST: B2B Lead Generation Blog - Tradeshow and Event Marketing with Ruth Stevens podcast - this is what interested me to dig deeper into the value of Tradeshows
- BOOK: Trade Show and Event Marketing: Plan, Promote, and Profit by Ruth Stevens
- TRADESHOW TIPS from Skyline Displays
- Exhibiting Success Newsletter - from the Tradeshow Coach
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