Maximizing Trade Show Dollars for a Successful Sales Experience

By Caroline Carstens

Trade shows are an important marketing tool for BtoB companies as they’re a great opportunity to get in front of valuable prospects and gain viable sales leads.

Yet, in this economic climate, marketers are feeling the pressure to slash budgets and trade shows are among the first items cut. But don’t fret… here are three easy tips to help maximize a trade show investment and save on costs in the meantime, courtesy of ABI and our client MC2, an exhibit and event design company:

1. Don’t Print it, Display it.
Instead of printing hundreds of brochures and sell sheets, communicate information on LED screens through colorful Power Point presentations. Prospective customers will notice the slide shows immediately and feel more interactive rather than attempting to look for brochures on a crowded table or display.

2. Not Enough Room to Store a Large Booth Structure? Why not rent?
Save on waste and fees associated with bulky trade show structures. Several exhibit companies now offer affordable pop-up trade show booth displays that can be fully branded to fit any marketer’s needs.

3. Follow up! Follow up! Follow up!
To ensure a return on your trade show investment, aggressive follow-up after the show is a must. A quick and cost-effective way to nurture leads is by distributing a series of follow-up direct e-newsletters. It’s a simple way to keep the conversation going and build stronger connections to future customers.

For more helpful resources on the web, visit www.exhibitoronline.com and www.tradeshowweek.com.

Caroline Carstens is an Account Manager in the London office of ABI marketing public relations.