Many companies seem to be attending trade shows a bit half-heartedly these days, which is a shame, because if an exhibition is worth so much of your time, it must surely be worth doing it properly. The B2B Sales and Marketing Blog tackles this topic in Do you have a strategy to maximize participation in your upcoming event? and bemoans the fact that for many companies, the strategy is just to be there to “show their faces.”
The suggestions made in the article for exhibitions also apply if you’re holding your own seminar or other customer day. A successful event requires more effort to be put into getting people there than arranging the day itself. And yes, that does mean if you’re attending a four-day exhibition you should factor in devoting just as many days to getting visitors.