By Bellrock

Overview

Tradeshows can be excellent sources of new business and great tools to touch base with your clients and suppliers. Many exhibitors are able to generate qualified leads for immediate results as well as initiate relationships that, when nurtured, have the potential for sales down the road. Best practices dictate that companies should use tradeshow as a complementary tool in their sales funnel^[1] to achieve best results; however, even those without a systematized sales process can experience compressed sales cycles and deeper connections to existing customers as a result of participation in a tradeshow. Tradeshows also involve significant time and investment. Participation has dwindled in recent years due to a variety of reasons including: relatively high costs of exhibiting compared to online marketing alternatives; fewer resources available to attend tradeshows; and the increasingly globalized nature of trade. If you choose to include tradeshows among your marketing channels, this white paper outlines the best practices that will maximize your return on investment.