Need to justify trade show expenditures?
The Strategic Planning Institute (SPI) has a theory called "Critical Paths to Profitability" that shows the correlation between sales success and specific marketing efforts employed. Simmons Market Research Bureau proves that trade shows are one of the best all-around marketing activities at every stage in the Critical Path process.
Noted business experts like Tom Peters tell us that "each day, new competitors emerge, new technologies arrive, product life cycles shrink anew" and that companies who continue to market themselves in down times are the ones who capture the largest share of mind when the market turns around. Buyers best remember those companies names and products who continue to stay visible and in touch, and are most likely to remain loyal purchasers for the future.
Skyline asked two industry experts to explore the hidden value that trade shows play in driving sales. They collaborated on a white paper that can help you show justification for your trade show expenses.