For a Manufacturing company, attending Tradeshows can be a great source of new leads. New, qualified leads can result in new orders and additional revenue. Are you maximizing your tradeshow investment? Are you able to track your tradeshow expenses, resulting leads and track them directly to revenue?

Attending different industry tradeshows can be expensive. Some companies spend their tradeshow budgets with the idea that they will just go to the show and see what happens . Or another approach is to invest time and money in planning, designing and producing new marketing collateral, booth rental, travel expenses but when the tradeshow is over, the new leads don’t make it into your system. You do have a system for tracking your tradeshow leads don’t you?

To effectively utilize your tradeshow budget and maximize your return on investment, you should be doing the following:

Create a Tradeshow marketing plan that includes pre-show, at-show and post-show marketing activities. Have a "lead...