Jordan Stocker     Tradeshow and Exhibit Thoughtleaders
"The goal of education is the advancement of knowledge
and the dissemination of truth."

John F. Kennedy


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Busting 4 Common Myths About Trade Show Marketing


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  1. It’s just regular marketing: Actually, trade show marketing presents its own unique challenges and requires additional learned skills. Of course, if you are a talented marketer, you shouldn’t have any trouble adjusting to the role of trade show exhibitor. Grasping the nuances of this special brand of marketing will take some time and a lot of patience as you learn what works and what does not.
  2. Anyone can staff a booth: This is simply not true. Not everyone has the knowledge, the discipline, or the social skills required to represent a company successfully at a trade show. Choose staffers who excel at customer service and train them so that they understand the product or service inside and out. Knowledge and a positive attitude are the two pillars of success when it comes to staffing exhibit rentals.
  3. Trade show exhibit rentals are expensive: It is true that in the “2014 Marketing Outlook” study by B2B Magazine, events like trade shows are cited as the second largest area of growth in media spending just behind digital. However, trade show expenses must be seen as investments. When done well, trade show marketing can generate leads and boost sales, making up for (and exceeding) the cost of any custom exhibits in revenue. When you pay for a trade show booth rental, you are paying for quality. An interactive exhibit design service is sure to build a booth that will wow the crowd, drawing wanted attention to your brand. An exhibit like this will have more of an impact than you may realize.
  4. Virtual trade shows will soon replace real trade shows: With technology evolving along its current trajectory, it makes a lot of sense that this would be the next step for trade show marketing. After all, so many people now work from home, doing business remotely over the Internet. As of right now, about half of the largest 200 shows in the U.S. take place in just three cities: Las Vegas, Chicago, and Orlando, and the average American trade show visitor spends nine and a half hours walking around the facility, viewing exhibits and interacting with representatives. This personal connection is essential to good marketing, and it will most likely stay this way.


Jordan is the Digital Marketing Manager for Catalyst Exhibits,

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© 2016 by Jordan Stocker