Are trade shows and expos still viable marketing options that produce regular sales leads for HR vendors?
FK: I dont think the HR space is any different from the next industry; a well-run trade show booth is still the most cost effective way to sell a product or service. HRM: What are your recommendations to HR vendors on how can they improve their marketing return-on-investment at trade shows? FK: Remember that I said a well-run booth is still the most cost effective way to sell a product or service. This doesnt mean sending staff and setting up your display in time. If companies put in as much time ensuring the show is a success as they did planning their travel, ordering furniture and utilities, and taking care of the logistical stuff a show demands, there would be a lot more happy exhibitors out there. In order to ensure a show is a success, you should do things like invite your top prospects to the event with a personable phone call. You should also make your show presence an integrated part of your marketing plans, not an afterthought. Investing a few dollars on the front end to send
