No, we’re not going all existential on you. But it’s a good question to ask about your trade show strategy. Unfortunately, too many exhibitors ask this question after they’ve invested their dollars and are standing in their booth – alone.

A recent BPA Worldwide research study indicates marketing budget size plays role in how companies perceive the benefits of trade show attendance. Smaller companies with revenues of less than $1 million annually, see trade shows as a way to generate leads (56%), but larger companies view them as a means to leverage relationships they already have.

When was the last time you critically evaluated your trade show schedule? According to the study, the highest ranked tools for evaluating which show(s) to attend are:

Historical performance/exit surveys (63%)
Exhibitor-supplied promotional materials (59%)
Input/references from other exhibitors (58%)
Tradeshow/event audits (41%)

Like every other marketing and publicity tactic, you need to take a strategic approach to trade shows. And, like all other marketing communications tactics, trade shows are more effective as part of a multi-channel, ongoing approach to messaging and lead generation. Just showing up once a year at your industry trade show is not a promotional strategy.

Get the complete report here.

For more about trade show ROI, check this out.

Related posts:

1. Why aren’t the media coming?
2. Love your local blogger
3. Throwing good money after bad
4. Up tick in trade shows? Huh?

---

About the author:

Brian Courtney is a Sr. Social Media & PR executive, bringing Schubert more than 15 years of corporate PR and editorial experience. Brian enjoys traveling to exotic locations, creative writing and spending time with his family.