Good News on the (Trade Show) Marketing Budget  – Trends 2010 – Part 1

In November the StrongMail “2010 Marketing Trends” survey polled more than  1,000 business leaders across a wide range of industries about their marketing plans for the upcoming year. For the next few weeks, we’ll be discussing those trends and giving you tips to make them work for you and your company.
Trend: For almost everyone, marketing budgets (particularly tradeshow budgets) should hold steady or increase. At 48%, more companies will be boosting their budgets than just keeping them the same (41%). A mere 11% of executives said they were allocating less money for marketing. With the economy on the upswing, marketing efforts can make a huge difference now.

What this means to you:
•    Spend smarter, not harder. Make the most of the budget you have by careful targeting. Invest in the trade shows that are likely to give you the best return.
•    Make new friends, but keep the old. In terms of profit, an established customer is worth from five to seven times what a new customer is worth. Send your current customers special invitations to come to your booth. Show them how much you appreciate their loyalty.
•    Out of sight doesn’t have to be out of mind. Maintain the connections you make at trade shows with targeted emails, Twitter, LinkedIn, and other social media.

Susan Friedmann
For 25 years, Susan Friedmann, The Tradeshow Coach, has helped companies ramp up their trade show results with her unique ExhibitSmart (TM) Training System. International best-selling author of "Meeting and Event Planning for Dummies," "Riches in Niches: How to Make it BIG in a small Market," and many other titles.
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