Having identified the trade show that is frequented by your ideal customers, the next step is to decide the stand space. Which hall, position, shape and size. They all make a difference.
The British Government website proposes some trade shows as an unsorted pictorial list, but finding an event that is worth the investment and has the right audience needs a little more focus. In Germany, the organisation AUMA has a comprehensive search engine system, and it's in ENGLISH too!
In this second part, we explore the duty of sales people to support marketing's need for information and feedback, together with the engagement necessary to best exploit the event.
In this first part we establish the core requirements that marketing teams and agencies should create in order to deliver a genuine platform to support the sales team.
