Paul DiModica, author of the best seller Value Forward Selling, believes many companies aren’t getting the most out of their investment in trade shows. “Most companies just go to trade shows year after year and waste their marketing investments because they don’t know hot to increase trade show success or correctly track the return on investment for the event.” [eMediaWire]
I agree with his assessment and to help us all out, DiModica has penned a new book: Value Forward Marketing.
DiModica says, “Often, it’s the blind leading the blind where companies just keep going to trade shows because they have always gone and because their competition goes.” Value Forward Marketing teaches us how to have a successful show by sharing tactical and strategic action steps based on industry best practices.
Some of the topics covered are:
- Setting up your trade show booth
- Calculating your ROI
- Developing effective marketing materials
- Driving attendee traffic to your booth
- Maximizing your prospect leads
