Marketing Profs

For some organizations, there's no business like tradeshow business. But diversifying your marketing efforts leads to better results. Not everyone goes to a tradeshow or has a travel budget for attending. So what are the alternatives to tradeshow marketing?

Besides tradeshows, what's the best bang for your bucks?

We are in a global business-to-business market, and traditionally we spend almost 75 percent of our budget on tradeshows. At these shows, we show and demonstrate our equipment on 100+ square meters. We want to find alternatives that deliver the same branding and relationship-building vehicle, as this is what our sales force values most. To reach prospects, what alternatives to tradeshows do you suggest?

—Evan, Manager

Other than phone calls to follow up with tradeshow attendees, marketers can grow the relationship with clients using other means for staying in touch. Two ways to get the most out of your tradeshow marketing efforts are to...

1. Take advantage of your Web site
2. Send email newsletters

Also, the article "For Best Marketing Results" provides other avenues for building relationships.

Take advantage of your Web site