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SIX Trade   Show Marketing Mistakes:  And How to Avoid Them.

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Truss Tradeshow Display Pros and Cons

Truss tradeshow display advantages and disadvanges are quite simple really.

It's easy to understand why truss tradeshow display system have become so popular in recent years.

Pros.- easy to set up and break down- flexible- expandable to grow as you grow- durable- wide range of configurations- modern look and appeal- excellent ability to use lighting

Cons.- can be heavy and expensive to ship- can be difficult to plan and select configuration

On the whole, however, a truss system can be a great addition to your trade show strategy.

Just be sure to not let the booth be the star of the show. The booth is designed to serve one purpose--get targeted prospects to stop and engage with your staff.

Trade Show Marketing Tip

From here on in you are reading an excerpt from The World's Most Powerful Trade Show Marketing Guide.

Search Out All Possible Shows

Make a list of all possible shows, conferences, and events that could be related to your show goals.

Take all of your research from all the sources we talked about and make a list of the shows.

The first time I did this for my industry I thought, "What good will this be? I know all the shows."


When I made the list and put down the dates, suddenly a plan took form.

We could organize our efforts around times and locations and other events. (Remember your product launch timeline?)

Then when we talked about our show plan, we knew we had to make choices. Our budget didn't allow us to go to every show.

So we made the following adjustments. One: we moved a product announcement date forward to capitalize on a critical show. Two: we split one big show into two smaller ones to have a steady stream of leads to feed the sales force with. Three: we cancelled an unrelated show. Four: we walked the floor of a local show to evaluate it for next year.

All from a list that I didn't think would help all that much!


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