Over the past couple of years, most marketing executives have complained about one or more of the following problems:

• Our marketing efforts and trade show strategies are not yielding the desired results
• Our market messaging is unclear and often times inconsistent (i.e., collateral, web site, lobby and/or trade show booth) so it doesn’t accurately reflect our desired image
• We’re not seeing enough of the right people in our booth and/or booth traffic in general is down from past years

Research shows that a business can expect to attract 1 to 2% of their targeted audience into their tradeshow booth. That percentage can jump to 20% or more by better targeting which leads to more qualified prospects. In order to achieve better “booth traffic” one needs to create and then execute a comprehensive marketing and trade show strategy.

Pre-Show: 9 Essential Trade Show Planning Tips

Showtime: 3 Tips for Managing Trade Show Staff

Post-Show: Follow That Lead: 3 Tips for Post-Show Strategy