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The Inbound Marketing Tradeshow Planning Guide

The Inbound Marketing Tradeshow Planning Guide

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Published by Ashish Sharma

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Published by: Ashish Sharma on Mar 25, 2013
Copyright:Attribution Non-commercial

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03/25/2013

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The Inbound MarketingTrade Show Planning Guide
 
 
 The Inbound Marketing Trade Show Planning Guide 2
Table of Contents
Introduction3 Pick the Right Tools for the Job
 
4 Dash It All — Use Your Marketing Dashboard to Track ROI5 Too Much Information? Not at a Trade Show
 
6 Before the Show
 
7If It’s Tuesday, It Must Be Tweet Day8  Your Trade Show Goal? Set Goals for Your Trade Show!10 During the Show11 After the Show13 There’s No Business Like Show Business15
 
 
 The Inbound Marketing Trade Show Planning Guide 3
Introduction
For manufacturers, exhibiting at a trade showrepresents one of the most valuable marketing opportunities they have all year.It better be. Producing a trade show event isone of the most expensive, resource-intensiveinitiatives in any marketer’s budget.Renting exhibition floor space, staffing thebooth, getting staff to and from the event, hotelaccommodations, meals, entertainment,designing and outfitting the booth, andmarketing your presence at the show make thisa costly endeavor.With your competitors just down – or evenacross – the aisle from you, getting the biggestbang for your marketing buck demands nothing less than an all-out effort to drive traffic to yourbooth and capture top-quality leads by thebucketful .Still, many, maybe most, are not taking advantage of all that social media and inboundmarketing have to offer in the context of a trade show. “The business value of Facebook andthe other social media is still largely untapped at trade shows,” says Scott Wherley, vicepresident global customer insights withReed Expositions, one of the world’s largest eventorganizers. “Some companies are doing it well, but many are not making the most of thisopportunity.”Making use of all the inbound marketing and social media tools at your disposal helps yousolidify the connection from your real world presence to your online marketing channels. Itensures you create buzz leading up to the event, maximizes the traffic to your booth, andkeeps the relationship going as the event luster fades away and your prospects move downthe funnel from leads to closed sales.But, an effective trade show-social media connection begins long before the event. You musthave an established social media presence before the show and know which sites to use,and when, and what content you’ll be posting.

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