Are You Missing the Boat on the Ultimate Way to Boost Trade Show ROI?

tradeshow budget

Tradeshow PR falls into the 6% “Promotions” category, but can turn into an invaluable expense with the correct tactics to increase ROI.
(Image courtesy of Atlantic Exhibits)

Despite soaring costs, tradeshows can have a powerful impact on your marketing efforts. Choosing the right show with the right audience and presenting the right message are key. But to really get the very most out of your tradeshow investment, don’t overlook the one target audience that can have as much or more value to your sales and marketing efforts as your prospects.

We are referring to the numerous tradeshow editors who gather at these shows looking for stories, looking for news, looking for content to fill their hungry print or online pages, looking for ways to bring their readers the very latest information on new products, technologies, concepts, etc.

Hooking your company’s story (and every company does have a unique story!) to the right editors is easy when you make it an integral part of your PR/marketing strategy. At The Simon Group, tradeshow PR is the way we maximize our clients’ return on tradeshow investment. The ability to reach customers and prospects more economically via the digital world has made many companies consider dropping tradeshows from their marketing strategy (and budget!).

However, the face-to-face time you can get with customers, prospects and editors can make your tradeshow efforts much more worthwhile when leveraged correctly. For only a small additional amount of planning and budget for coordination, the relationships built at tradeshows can be immeasurable.

The key is employing a variety of editor-friendly tactics in your trade show strategy. These tactics combine to connect your company to the editors who matter most and to generate significant initial and follow-on PR, often resulting in feature articles, interviews and other major publicity opportunities.

If you’re going to spend a small fortune on your next tradeshow, and that’s what most tradeshows costs these days when all costs are tallied, get a greater payoff than ever before with press coverage that will certainly generate a new and profitable level of awareness and even qualified leads.

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