HOW TO MAXIMIZE TRADE SHOW PARTICIPATION
Special post from my father and founder of William Mills Agency HOW TO MAXIMIZE TRADE SHOW PARTICIPATION By Bill Mills, Jr., Chairman, William Mills Agency WHERE THERE IS TRADE, THERE IS A TRADE SHOW! Every day of the year, thousands of trade shows are being conducted in Holiday Inns, giant exposition halls, fancy resorts and just about anywhere with a meeting hall. The cost of exhibiting often represents as much as 25% to 100% of a company’s “marketing budget.” It also represents a significant hidden expense in time and effort preparing for the convention and follow up. Is participation a good investment? Can you quantify the results? Could the investment have been better spent in additional business advertising or the hiring of one or more sales persons? There is no pat answer, because each industry is different and each vendor of products or services has unique marketing problems. Generally speaking, however, there is an obvious conclusion that can be reached...If trade show pa...