Maximize the Return of Your Trade Show and Conference Strategy
by Hélène Pielmeier, Donald A. DePalma
April 08, 2014
April 08, 2014

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Language service providers (LSPs) cite trade shows and conferences as the most effective source of revenue-generating leads (see “Marketing Strategies for LSPs,” Mar14). This finding is in line with what companies in other industries experience. Compared to phone calls and e-mails, face-to-face interactions make it easier to identify the decision-maker, establish a connection, and highlight your capabilities. In-person meetings establish trust with potential buyers faster and salespeople can more rapidly turn a cold lead into an opportunity.

In October 2013, Common Sense Advisory conducted a survey of 371 language service and technology providers to assess their marketing strategies. This report presents our findings about events and explores how you can leverage them to win more business. This research is essential reading for anyone who intends to reach prospects through conferences or trade shows. The data and guidance allows LSPs of all sizes to maximize the return on investment (ROI) of such events. In this report, we cover:
  • Information Sources. We provide details of the demographics of the survey respondents and the data we present in this report.
  • Events in Practice. We share results from the survey on successful events, attendance patterns, decision criteria to select conferences, and the activities that are typically performed.
  • Guide to Leveraging Events. We include information on how to develop your show strategy, select events, decide on your level participation, design your event presence, prepare for the show, and exploit the opportunities.
  • Recommendations. Based on our analysis of the data and LSP experiences, we summarize the best practices for selecting events and developing a successful and client-winning show strategy.
  • Appendix. We offer resources to assist LSPs that are less experienced with events to prepare their staff for shows.

  • Industry Providers
  • Technology Vendors
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Pages: 33

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