Trade Secrets Blog


6 Realistic Ways to Reduce Your Trade Show Budget in 2015: Part 2 of 2

Posted November 25, 2014 | 1 Comment » |

In part one of this two-part post we shared three possible steps trade show managers can take to reign in their event marketing budgets, including reducing booth space, refurbishing an aging exhibit and hiring temporary booth staff. In part two we’ll share three additional options. These include ditching unproductive shows, reducing print and mailing costs and sharing special event or sponsorship costs with other exhibitors.   Ditch unproductive trade shows. If you haven’t done so already, take the time to analyze the value of trade shows where you have been … Read More


6 Realistic Ways to Reduce Your Trade Show Budget in 2015: Part 1 of 2

Posted November 25, 2014 | No Comments » |

Exhibiting at trade shows is one of the top ways to gather new leads and cultivate current prospects. At the same time, the cost to exhibit can run in the tens of thousands of dollars (or more), which can be difficult to manage if your marketing budget is tight. So what does the tireless trade show manager do if she is tasked with making do on fewer dollars? Either beg for a bigger budget or consider making some of the following cuts. Just be sure to weigh the pros and … Read More


Forget Me Not: Don’t Lose Mindshare after a Trade Show Ends

Posted November 20, 2014 | No Comments » |

Excitement ramps up for trade show marketers in the days and weeks leading up to a big trade show or corporate event. Once the show ends, you can breathe a sigh of relief, then start planning for the next event, right? Not so fast! Successful event marketing programs require a laser like focus before, during and after an event to reap optimum, long-term ROI. Consider utilizing the following steps to maintain mindshare long after your next trade show or corporate event ends. Pre-planning: Take a Holistic Approach In the initial … Read More


How to Train New Booth Staff to Ask Effective Questions That Drive Trade Show ROI

Posted November 18, 2014 | No Comments » |

If you manage a trade show or event marketing program, ongoing booth staff training should remain top of mind. One of the key training areas to highlight regularly is the proper approach to asking questions. If your reps can improve or master effective prospect questioning techniques, their efforts will produce more qualified leads and increase trade show ROI. Along with solid training, trade show managers should also provide reps with the support and tools they need to improve their questioning skills over time. We’ll cover both training tips and support … Read More

Brand Evangelists

Your 6 Step Plan to Cultivate and Equip Brand Evangelists to Sing Your Praises

Posted November 14, 2014 | No Comments » |

Are you leveraging brand evangelists to support your marketing initiatives? You should! Loyal customers and industry leaders who freely tout your company’s solutions can bring credibility to your brand. It’s worth the time and effort to locate brand evangelists and equip them with tools to sing your praises. The following six-step plan can help kick start your efforts. Step 1: Create a list of likely brand evangelist candidates. Most companies have a go-to list of happy customers they reach out to for references. Depending on how your business operates, either … Read More