Are you finding that trade shows or events are a “waste of time” for lead generation? You may want to think again. I interviewed Ruth Stevens, author of Trade Show and Event Marketing, to get her views on what marketing and sales can do to increase the effectiveness of their event marketing and she gave some helpful insights.
Show Agenda
- Why did you write Tradeshow and Event Marketing and what were you hoping to address?
- What are the critical success factors in effective event marketing?
- What are the issues that marketers are facing in event marketing?
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Brian,
This was a very informative podcast. A well-designed trade show booth is what’s going to get the attendee’s attention, but having a pre, during, and post show plan will get you results. You aren’t done once you leave the event because it is still important to follow up with your leads. Without a plan, you aren’t going to get the results you are seeking.
I loved how straightforward Ruth was. She did a great job of explaining how important it is to use our marketing dollars wisely and have a plan in place.
I’m curious to know what your take is on current trade show trends, like this pre-show pampering. Are they a waste of money or do you think they help in creating solid leads?
Hi Brian,
Thanks again for all your valuable ideas and resources. I listened to this podcast awhile back, and it got me thinking. I decided to buy the book, and it has been an absolutely incredible resource to me (just like your book). Last week, I was at the biggest tradeshow in my industry…and was able to put my research and planning to the test. I am very happy, it was a great success, and it all started out here.
Keep up the great work!
-Mou
Brian,
Your website and its resources never cease to amaze my team and I! This podcast has provided a plethora of knowledge that we will continue to use in the planning process for our next trade show attendance. I would agree with Ruth’s comments, those marketers who I’ve heard complain about the lack of results from trade shows are often those who do not focus on the events’ impact on the overall execution of the marketing plan.
Thanks again for the great advice!
Brian