Chain Solutions Blog

Trade shows: you get out what you put in

Written by Peter Church on 19 May 2015

Where trade shows were once the mainstay of almost every manufacturer’s marketing strategy, now their mounting costs are becoming increasingly difficult to justify – especially when compared with the perceived affordability of digital marketing techniques. An Austrian colleague of mine argues that the price per prospect at trade shows is good and far cheaper than sending sales staff out to visit potential new clients individually – but you've got to actually get the prospects to your booth. At the Hannover Fair, which I visited in April, for example, exhibiting companies have to stand out from over 6,500 others. Given this intense competition – not just in Hannover but at any show worth attending – I am always amazed at how passive many trade show exhibitors are.

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