Before you subscribe to the notion that trade shows are obsolete these days, you may want to revisit your firm’s long-term goals.
Sure, in many cases the web has made it unnecessary for companies to dump their marketing dollars into an expensive trade-show campaign. However, there are definitely certain times when it’s well worth the price to have a presence at an industry event.
So how do you decide?
Marketing expert Lee Wilson attempted to answer that very question. He did an extensive breakdown of both a trade-show presence and a web-marketing campaign to determine a break-even point for both effort.
In short, here’s what he found:
- If you have a large order size — or if you’re looking to increase it significantly — then it’s worth to go the trade-show route.
- If your average order size is modest, then your best bet is the more lucrative web-marketing campaign.
To see a more detailed-description of Lee’s findings, click here.
