Given unrealistic expectations against a modest budget, marketing leaders are routinely tasked with making trade-offs on what stays and goes in their annual budget. In a highly digitised world, trade shows might seem like the ancient way to do things, but they remain one of the best forums for exposure to customers. Increase your success rate with trade shows through more thoughtful planning that aligns sales and marketing to common goals and objectives.
Each new year seems to usher in more unrealistic expectations on sales and marketing leadership, accompanied by level or shrinking budgets. The question remains for companies of all sizes, are trade shows worth any of my time or budget?
The answer is simple; yes, they are worth it. They provide:
One of the few forums where you have prequalified leads all in one place
A chance to gain new customers and build relationships with existing ones
An opportunity to be around and in front of the buying decision teams for your customers
A chance to gain intelligence on the market and your competitors. You may be asking yourself, if that is the case, why do I keep coming back from trade shows unfulfilled? One way to prepare is by evaluating your capabilities.
The answer can be a multitude of things, but it usually involves three main factors:
1. Pre-Show Goals (Sales and Marketing Alignment): Sales and Marketing must be on the same page for the show to work. What are your goals for the show and how well prepared is your team on the ground for success?
2. Pre-Show Planning (Customer Involvement): Do your customers know you will be there? Will potential target customers know you will be there?
3. Post-Show Campaign (Outreach): You have names and leads, what are you doing about it? Somewhere within these three areas, there is a breakdown of communication, alignment, or a well-thought-out plan which ensures success.
So, how can you ensure success in your next trade show?
PRE-SHOW GOALS
Whether this is your biggest trade show of the year or it is a small regional event, your game plan has to be the same. This game plan comes from sales and marketing agreeing on the following:
Why are you going to this show?
This story is from the July - September 2019 edition of thinksales.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the July - September 2019 edition of thinksales.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
Getting Over Your Fear Of Cold Calling Customers
A recent research study found that 48% of business-to-business salespeople are afraid of making cold calls.
10 Tips To Get Honest, Productive Feedback
Great leaders are great learners. Their never-ending pursuit of information pushes them to constantly improve and sets them apart from the rest. Getting and learning from feedback isn’t always easy, but it is necessary, if we want to become better.
The 5 Things All Great Salespeople Do
The best salespeople know they’re the best. They take pride in their art form. They separate themselves from the rest of the pack regardless of circumstance. So how do they do it? What’s their secret? Are you one of them?
Why Trade Shows Are Worthy Of Your Marketing Budget
Given unrealistic expectations against a modest budget, marketing leaders are routinely tasked with making trade-offs on what stays and goes in their annual budget. In a highly digitised world, trade shows might seem like the ancient way to do things, but they remain one of the best forums for exposure to customers. Increase your success rate with trade shows through more thoughtful planning that aligns sales and marketing to common goals and objectives.
Why CRM Projects Fail And How To Make Them More Successful
CRM is an important tool, but it is just a tool. When the laptops are shut down for the day, it’s your sales team that is responsible for bringing value to clients and driving revenue. Implement your CRM with that in mind and you’ll be pleased with your ROI.
Is Your Corporate Strategy Paying Off?
Key questions to determine if your strategy is working.
3 Ways to Improve Your Ability to Diagnose
Selling requires a strong ability to diagnose the client’s problems and challenges.
How To Create Compelling Content
How do you create content that cuts through the noise? How do you get attention now that there is a glut of content being created?
Build Up Your Resilience By Asking Yourself Two Simple Questions
You may surprise yourself and find good in the bad.
How Marketing Can Increase Customer Lifetime Value
Marketing can play a pivotal role in boosting customer profitability.
