I noticed a recent spat of posts about tradeshows. Some discuss the value of participating in the show while others discuss the “emergence” of virtual tradeshows. At one point in my career, I had focused on conferences and speaking engagements – originally with Niehaus Ryan Wong’s Speakers Bureau and eventually starting the Conference Strategies for Blanc & Otus.
From a PR perspective, I view conferences as an opportunity to establish thought leadership and to increase a company’s awareness. However, it’s also important to understand how this fits within the marketing mix for organizations. Attending a show is not a small endeavor for a company. It’s costly, requires staff and must provide concrete results in the form of sales gold – the almighty sales lead. These folks have done a great job as discussing the value of tradeshows:
Disclosure – my company has developed online conferences and events and provide live and on-demand streaming webcasts into virtual tradeshows for organizations.
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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