Events are an increasingly important part of any B2B marketing plan, but how do you make exhibiting at trade shows worth the investment? In this episode of The Engine Room, Laura Pearsall and Christine Clancy to unpack what separates a forgettable stand from one that attracts the right people, starts meaningful conversations and creates real commercial opportunities.
Drawing on Prime Creative Media's experience running more than 30 large-scale events and exhibitions each year, as well as exhibiting through our magazine titles, the episode shares practical tips for planning, promotion, stand engagement, lead capture, follow-up and measuring success.
This is not about turning up, handing out pens and hoping for the best. It is about treating trade events as a serious B2B marketing channel, where trust, timing, preparation and the quality of conversations matter more than foot traffic alone.
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