Conference Exhibit Tips Generate Terrific Leads and Build Your Brand with Event Marketing Be Prepared: Getting Ready for Impromptu Sales Conversations at Events Trade Show Dos and Don'ts

Demonstrating expertise and industry knowledge by speaking at conferences and trade shows has long been an effective marketing tactic for professionals. Now, savvy professional services firms are recognizing that exhibiting at these events—with or without a speaking engagement—can be a worthwhile marketing tactic in and of itself. However, to be successful, "exhibiting" has to mean more than just putting out firm brochures on a table.

Exhibiting at conferences and trade shows still meets with resistance in quite a few firms, which think of it as unprofessional. But, as with most marketing activities, it's not the tactic that is either professional or unprofessional; it's how it is executed that determines whether it's classy or tacky and, more important, whether the effort brings rewards.

This article is the first in a two-part series of dos and don'ts for exhibiting at conferences and trade shows. It focuses on the initial research to make your investment worthwhile. The second article will delve into setting up a booth with signage, materials, and manpower; "working" the conference; following up on leads; and other marketing strategies.

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