Improving Tradeshow ROI

Tradeshows can be exciting events—a lot of people, a lot of entertainment, a lot of exposure, a lot of parties. They can also cost a lot of money for little return if you choose to focus solely on what happens on the show floor. So often, exhibitors miss the tremendous potential in these events by focusing on how big and flashy their booth looks and what giveaway will lure in the largest number of people. However, if you focus your sales strategy on what happens before and after the show just as much (or more) than what happens at the show, tradeshows can bring your organization invaluable face-to-face meetings with targeted prospects, resulting in larger returns and shorter sales cycles.