If you walk through any trade show, you will be assaulted by free stuff - pens, key chains, t-shirts, giveaways (e.g. ipods), books, free drink tickets, etc. - all from eager company representatives who are trying to "buy" your contact information for their mailing list (i.e. just drop you business card in the bowl) or 5 minutes of your time for their sales pitch.
But how often is either of these really a good deal for the company? Trade shows and their associated costs keep getting more and more and more expensive. Often the leads gathered from the shows are qualified by nothing other than the fact that they attended the conference.
Have you done the math? Are your trade shows a good marketing investment?
If yes, what is your secret?
If no, maybe you'll be interested in these articles from Susan Friedman, a professional trade show coach.
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