How can you market your company and your products or services most effectively?  This questions baffles most companies; however, answering it correctly is the paramount question leading to success.

Paperitalo Publications often observes the utilization of salespeople attending trade shows and company advertising as today's most used marketing platforms.  While it is important to engage in multi-platform marketing, companies need to consider each platform's worth before using it. Are trade shows actually worth the investment?

A CEO for a small to midsize company was quoted discussing trade shows for the Forbes article, "The 10 Dumbest Things Businesses Buy." She stated, "There's little actual sales that come from these things and the shows end up costing companies way more than they make."

There are several reasons why she believes this.

The goal of these trade shows is to generate leads for a company.  The LinkedIn article, "Cost Per Lead--Are Trade Shows Worth It?" cites the cost-per-lead generated from a trade show as ranging from $96 to $1,100.  There is no comparison of such costs with the low cost of digital advertising.  Advertising in Paperitalo Publications costs 18 cents per touch for the advertisers on our sites.  We also can increase lead generation through our white papers section on Nip Impressions.

Attendance is also important to factor into whether or not a trade show is worth the cost.  Consider one of the main trade shows for the pulp and paper Industry, which took in only 1,500 attendees for its 2014 conference, according to tsnn.com.  In contrast, Paperitalo Publication's media platforms reach over 20,000 people daily.  
 
All companies want to get in front of specific decision makers and reach as many of these decision makers as possible.  A difficulty with trade shows is that you have no control over who passes in front of your booth.  The attendees are from your industry, but you can talk only with those who stop to talk to you.  You also have no guarantee that the decision makers you need will attend the show.  It is also not guaranteed that you are talking to the right person when you initiate conversation with someone who stops at your booth.  With some conversations, you could simply be wasting time.  

Advertising is an important part of building a business due to the name brand recognition that it builds.  Multi-platform advertising is the most effective choice for most advertisers.  As you decide which platforms to use, look at the facts and know what will help you.

Curt Gifford is Sales Manager of Paperitalo Publications.

For more information on Paperitalo Publications, feel free to contact:      

 

Curt Gifford  

cgifford@taii.com
770-367-4823 

 

Helen Roush

helen.roush@taii.com 

937-403-8602 

Jim Thompson
 jthompson@taii.com
678-206-6010