Marketing at trade shows

SUMMARY: Don’t have enough marketing material at the beginning of your lead cycle? A software company servicing the banking industry turned a client’s speech at the industry’s big trade show into an educational podcast.

As a result, their cost per lead dropped 71%. They also closed millions of dollars in new business, and the podcast is still being used to generate leads. read the complete case study

SUMMARY: Speaking gigs offer better ROI and cost a lot less than mounting an event of your own or making a full marketing push at an industry event. But landing that speaking engagement is the tricky part.

In this new MarketingSherpa Tutorial, discover:
- 5 factors in putting together a terrific proposal
- 4 tips to improve your PowerPoint presentation
- 4 follow-up strategies (now comes the real work)

Plus, how to use your speech to get more clients without delivering an annoying pitch from the podium. read the complete article

SUMMARY: "In the first half of 2008, b-to-b trade shows showed a minimal decline of 1%, while b-to-b magazines declined 6% during the same period." "While there was an overall decline of 6% in the magazine business during the first half of the year, 5 of the 21 BIN categories showed growth." "These categories include: Agriculture (6.08%), Architecture, Design, Lighting (1.99%), MFG, Processing (0.61%), Miscellaneous (1.53%), and Professional Services (1.82%)." view the complete research record

SUMMARY: If you are investing in a trade show booth, check out this article for great ideas about how you can publicize it for maximum exposure. This is also a useful article for marketers who sell event tickets and booths. read the complete article

By Anne Holland, Content Director

Admittedly, our B-to-B Marketing Summit Brochure was brochure-from-hell from a proofing standpoint. The marketing department had to get 29 different speakers' names spelled properly (this must be very easy in places, such as Sweden, where you have a limited pool of names to deal with, but in multicultural America you always have to double-check.) And we had to make sure the right headshot went with the right speaker, which can be... read the complete blog post