Are trade shows a controversial topic in your organization? Some see them as a great way to reach more people and build a list of opt-ins and potential leads, while others see it as frivolous spending with minimal payoff. I'm more in line with that first group – as long as trade shows are planned with careful consideration to maximize their effect. Here are some tips on how to do just that.
1. Plan, plan, plan
Even when going to a show you frequent, you should always discuss the KPIs before you attend – how will you measure success of this event?
You can minimize the risks of attending a new show by doing your homework: are this show's attendees in line with our target markets and customers? Will…