Trade Show Planning and Execution for Lead Generation

Planning, Executing, and Managing Successful Trade Show Marketing Programs

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The Task: Select, plan, and execute successful trade shows and related promotional activities to capture new opportunities for your company’s sales team.

Project Execution: Learn how to:

  • Evaluate and select the best trade shows in your industry;
  • Select the best booth locations at the show exhibit area;
  • Develop pre-show e-mail and direct mail campaigns to draw interested visitors to your booth, and post-show campaigns to follow up with leads captured at the show;
  • Develop effective booth backdrops, signage, videos, and other deliverables to draw interested visitors to your booth at the show.

Benefits to You: Learn and master the many complex steps required to successfully execute successful trade show projects and promotions, and generate measurable response and ROI from your company’s trade show opportunities.


Course Module Description: Trade Show Marketing for Lead Generation

Trade shows get your company and its sales team face-to-face with qualified prospects, and for this reason they are one of the most important ways to generate sales leads in your B2B marketing program.

Because they are important events in every marketing plan, trade shows require excellent and highly effective planning and creative execution from marketing and product management professionals. This not only includes executing all of the steps and deliverables required to meet the deadlines to get to the show, but planning and developing pre-show promotions to communicate with current and prospective customers and show attendees before the show, and post-show followup promotions with new prospects contacted at the show.

Trade shows are a costly part of B2B marketing programs, but marketing professionals who use them to generate new leads and convert these prospects to customers using marketing automation will make these events pay off for their marketing programs in new leads generated, and in proven new revenues from their trade show marketing activities.

This module provides the proven, step-by-step techniques required to plan, develop, and execute effective B2B trade show marketing programs, to make your company's trade show program a measurable investment in higher sales and new business for your sales team.

Next: What Will I Learn? (Click Tab Above)

In this module, you will learn:

  • How who evaluate the best trade show opportunities for your company and its markets;
  • How to select the best booth locations for your company at the show;
  • The keys to developing effective booth backdrops, signage, videos and other deliverables to draw traffic to your booth at the show;
  • How to develop and execute effective pre-show promotions in digital and print formats to attract show visitors, prospects, and customers to your booth at the show;
  • Important steps required to capture and process leads gathered from the show;
  • Key metrics for determining ROI from trade shows.

You can also buy this module as part of our special Inbound Lead Generation Bundle, which includes seven other BMI modules covering sales copywriting, sales-oriented design, direct mail, and print advertising, to provide critically important project-ready training for your B2B lead generation projects.

Check the Course Module Overview at right for detail on topics covered in this module . . .

Next: How Can I Use It? (Click Tab Above)

Experienced, knowledgeable B2B marketing professionals use trade shows to help their companies:

  • Generate new leads for sales: Well-planned marketing promotions executed before, during, and after the show build traffic at the show, generating measurable response and helping marketing professionals support their sales teams as they convert the prospects they've met at the show into new customers;
  • Launch new products: Trade shows are excellent opportunities for launching new products, to generate new leads and publicity for your product launch and prepare for future follow-up;
  • Generate new business opportunities and product orders: When marketing professionals effectively plan, develop, and execute a trade show opportunity, they set the stage for drawing interest and attention from industry contacts at the show, for major account sales, new joint ventures, and other new business opportunities; in some industries, companies generate substantial product orders direct from their industry's major annual trade show event.

This module provides the proven, step-by-step techniques required to plan, develop, and execute effective trade show marketing programs, to make your company's trade show program a measurable investment in higher sales and new revenues for your sales team.

To Review Course Module Topics, Click Tabs at Right . . .

Includes printed workbook, module review .PDF, and online skill-builder, review, and examination.

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To Review Course Module Topics, Click Tabs at Right . . .


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