Learn how to create a framework to build a sustainable trade show program. In this book we will examine how to identify trade show opportunities, understand the potential value each trade show might provide, and improve planning through better budgeting and post-show meetings.

We created this ebook to help marketing teams evaluate trade shows from a scientific, ROI-driven viewpoint. We hope that we can make trade shows and events a strong component of your marketing mix.

Contents

Introduction: The Case for Trade Shows
Chapter 1: Evaluating Trade Show Opportunities
Chapter 2: Estimating the Cost of Attending a Show
Chapter 3: Estimating Trade Show ROI
Chapter 4: Finding Value Beyond Sales
Chapter 5: Budgeting and Trade-offs
Chapter 6: After the Show
Conclusion