It’s tradeshow season! There are hundreds of tradeshows each month in Australia and overseas and companies more so than ever are investing heavily in marketing themselves in this way.

One of the biggest failures of businesses investing in tradeshows is their lack of followup.

Over a 2 to 3 day period, exhibitors meet hundreds of potential customers, alliance partners and referers.

Whilst many companies put all of their efforts into actually getting their stands ready and having it look right, often they forget about putting together a strategic marketing campaign pre and post show.

On top of this, many how have invested tens of thousands of dollars don’t have a customer relationship management program in place to track their leads, stay in contact and record interaction.

In addition, they are too busy with what they consider is urgent, that they don’t organise for telemarketing, the sending of followup letters and emails and the writing of proposals.

This high density event is not only costly, but can affect your reputation if you don’t follow through with your promises or inquiries.

Companies also are not placing enough emphasis on what their ROI is on the tradeshow. Is it just for branding purposes, deal flow or sales?

Marketing Eye is currently working with companies in helping them develop marketing campaigns around tradeshows.

If you are interested in some tips on how to better connect with your leads and engage in a campaign, contact www.marketingeye.com.au or 1300 300 080.

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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