Trade Show Planning: A Model and Tools for Maximizing Effectiveness
The "shallow pockets " of the typical small business manager require that marketing strategies be designed and implemented on a shoestring budget. Trade shows offer very a/tractive investment-payoff ratios for scarce marketing dollars. To reap these attractive, cost-effective benefits, however, requires that the small business manager plans effectively for trade shows. This paper discusses how to set selling and non-selling goals, how to select the right trade shows, how to prepare for the show itself, how to participate well and wisely, how to follow-up on the trade show, and how to assess the impact of trade show participation.
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