The importance of pre- and post event planning

Woolard, Charlotte
March 2007
B to B;3/12/2007, Vol. 92 Issue 3, p34
The article focuses on the importance of pre and post event planning. A trade show's return on investment (ROI) stems from how well a company can extract value from interactions on a crowded floor. It is reported that preshow planning helps marketers not only draw a crowd to the booth but also target the best prospects in that crowd. Postshow planning provides a strategic means to manage and nurture leads generated during the show. Ann Cave, VP-strategic planning and marketing at Cramer, stated that in order to ensure one has got ROI on the back end, one has got to plan for it on the front end.


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