Something has be weighing on me the past few weeks. Like a knot in the stomach. I've been afraid to either admit it, or say it out loud, but a recent post by Dave Lutz at TSNN has given me the strength to come out with it.
Great read from the Institute for Study of Business Markets (ISBM) on the life cycle of a sales lead after it's generated by a marketing department. According to their findings, nearly 70% of leads fall into the "black hole" where they're simply not pursued by the sales force at all. The reason for this is generally associated with several varying factors competing with sales reps time, ability to cultivate new relationships, etc.
I hate cars. As much as I rely on them to get me around, I despise the care that's needed to keep them running. I'm automotive illiterate. My dad showed me how to change a tire, change the oil and other basics for car maintenance, but I quickly learned as an adult that opening my wallet keeps my hands clean from dirt and grime. Even still, I tend to avoid an auto mechanic like a pack of rabid raccoons.
Ok, you are prepared for the show and have addressed everything discussed in Trade Show Success Strategies ~ Pre-Show. Opening day is just a few hours away and the question to ask is how do you make the most of your time on the floor? How can we help insure that a desired ROI is obtainable?
It is pretty easy to walk the show floor and spot the exhibitors that "just show up" and it is more common than you may think. I was in Orlando for the HDI show last month and had a chance to catch lunch just before my departing flight. The guy sitting next to me was obviously a sales guy, you know the look, that had been a staffer for an exhibitor at another show that was in town. Mistakenly, I struck a conversation with him, I asked "how was the show for you guys", "I hate trade shows" he responded, "really, why?", "I think they are pointless and I dont like begging people to buy my product" he says. Luckily it was time to catch my flight right after that comment. Do you think this guys should have been representing his company at the show?
Echelon Design, in conjunction with Exhibitor Media Group, had sponsored a survey in October of 2009 to learn how companies are using social media tools for marketing purposes, including event and tradeshow marketing campaigns. On January 15, 2010, the survey results were tabulated and released. Selected data points from this study will be published in the January 2010 issue of Exhibitor magazine and the Spring 2010 issue of Corporate EVENT magazine.
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