The document discusses the value of trade shows for lead generation, brand awareness, and relationship building. Some key points made include: - 99% of marketers find unique value from trade shows compared to other marketing mediums. - Trade shows attract interested decision makers and prospects in one place, allowing companies to significantly condense their sales cycle and reduce costs. - Trade shows are effective at generating qualified leads, boosting brands, helping build relationships, and increasing sales.

1. “Why Trade Shows Matter"
…and Why You Should Care
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2. The Value of Trade Shows: B2B Marketing’s
Swiss Army Knife
• Exhibitors top 3 goals for trade shows:
1. Lead generation
2. Brand awareness
3. Relationship building (Source: Skyline Exhibits Market Research)
The “Black Friday” of B2B Industry
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“More than any
other
marketing
tactic trade
shows deliver
MAMMOUTH
results!”
(2015 Tech
Marketing
Priorities Report)
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3. Trade Shows Rack Up Profits
Here’s what the Center for Exhibition Industry Research (CEIR) found about trade shows:
99% of marketers said they found unique value compared to other marketing mediums
76% of trade show attendees ask for quotes
70% of trade show attendees came to buy at least one product/service
26% (on average) sign purchase orders
Companies earn up to 50% of annual sales from one trade show
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4. Trade shows reduce the B2B sales cycle &
costs
 Because you have so many willing buyers in one place…
 Selling at trade shows radically CONDENSES the B2B sales cycle
 That allows you to allot your marketing spend more EFFICIENTLY
 You won’t waste money on flights, hotels, and auto rentals
 Converting trade leads into sales costs 38% less than sales calls
(Source: CEIR –10 Impressive Statistics to back your trade show marketing program.)
A focused content marketing strategy helps you double down on potential profits
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5. Trade Shows are Lead Generation Magnets
• Trade shows attract large numbers of potential customers to ONE place
• Trade shows deliver attendees who are INTERESTED in your products
• Trade shows appeal to DECISION MAKERS
Trade shows make your job easier…
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6. Trade Shows are Lead Generation Magnets (cont.)
• Trade shows audiences are interested in your products and services
• 67% of all attendees represent a NEW prospect for exhibiting
companies. (Source: Exhibit Surveys, Inc.)
• 46% of trade show attendees are in EXECUTIVE or UPPER
MANAGEMENT (Source: CEIR: The Role and Value of Face to Face.)
Trade shows tip the scales in your favor -- SIGNIFICANTLY
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7. Trade Shows Boost Your Brand and Your
Bottom line…
• Messaging: Trade shows offer you a chance to sharpen your brand
with clear, consistent messaging.
• Differentiation: Trade shows give you a chance to differentiate
your business from the competition.
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Radically differentiated companies have seen stock prices rise 250% per year
(Source: Zag, Marty Neumeier)B2B Copywriting & Consulting

8. Trade Shows Help Build Relationships
• 70% of exhibitors attend trade show to strengthen relationships or
partnerships (Source: http://www.sageworld.com/blog)
• 51% of tradeshow attendees requested that a sales representative
visit their company after the show (Source: CEIR Report ACRR 1152.12)
• 45% of attendees visit only one exhibition per year (Source:
http://www.sageworld.com/blog)
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Trade shows allow you to build relationships on a MASSIVE scale
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9. Trade Shows Increase Your Sales
• When you transform your content marketing strategy… you can
unlock that enormous financial value… with compelling and
engaging content that builds trust.
“All things being equal, people will do business with, and refer
business to, those people they know, like, and trust.” (Bob Burg)
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Breakthrough the noise with content that’s clear and focused on your HIGHLY MOTIVATED audience
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10. Summary: Trade Shows Deliver… Period.
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
Trade shows rack up profits

Trade shows generate leads

Trade shows boost your brand

Trade show help build relationships

Trade shows increase sales
"In marketing
I've seen only
one strategy
that can't miss -
and that is to
market to your
best customers
first, your best
prospects second
and the rest of
the world last."
John Romero
Are You Bagging Most of Your Annual Sales in 3 - 4 Days at Your Annual Trade Show?
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11. Here are 3 easy ways to find out more about how to increase sales at your next trade show.
• Call Alex Milo for a FREE 20–minute consult: 256.289.3212
• Email Alex Milo at amilo@b2bcopywriting-alexmilo.com
• Fill out a short form at: https://www.b2bcopywriting-alexmilo.com/b2b-copywriter/call-b2b-marketing-content/
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12. ABOUT
THIS PRESENTATION WAS CREATED BY:
Alex Milo
B2B Copywriter & Consultant
“Helping generate leads for transportation and logistics companies””
Alex Milo is Certified Supply Chain Professional (CSCP) and a Certified Professional Logistician (CPL) who specializes in writing B2B
advertising copy and marketing content for busy marketing directors by getting more “quality” leads and more sales at trade shows..
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B2B Copywriting & Consulting