In a down market, don’t stop marketing

I know the economy is tanking and business is suppose to be bad all around, but I am not feeling it at Exhibit Experts.  Our clients seem to be finding the funds to continue exhibiting both here and abroad.  I am glad to see that because the most important time to market your company is when the market is down.

In these troubled economic times, many business owners are looking for ways to scale back on spending.  Often, the first cut is to the advertising and marketing budget.  Bad idea!.  Your business needs promoting, now more than ever.  The savey owner will increase marketing efforts, because the competition will be reducing theirs.


One of the most cost-effective ways to promote your business is at a tradeshow.  The Center For Exhibition Industry Research says, not only will you reach 7 times the number of qualified prospects at a tradeshow compared to other types of advertising, but those leads will cost 56% less to close than leads from the field.


There are 10,000 tradeshows a year attended by 120 million people who spend 100 billion dollars.  Nine out of ten companies ranked exhibitions as the #1 most useful source of purchasing information, because they could examine and evaluate competing products in one location.


Can you really make money from tradeshows?  75% of the attendees surveyed said they would buy something at the next show, while 57% said they’d buy within 12 months.


Big business has been capitalizing on the benefits of exhibit marketing for years.  With a little knowledge and some careful planning, even the smallest business can tap into this lucrative marketplace. 


To get the most from your next exhibit marketing experience, approach each event with a plan of action. Set specific goals and make the staff accountable.   Decide ahead of time exactly what you wish to accomplish, such as solicit leads, network with vendors or investigate the competition.


Image is important.  Create a dynamic display that showcases your product or service in an attractive manner and captures the professionalism and personality of your company image.  Use large pictures and succinct text messages that reinforce your marketing message and explain how you will benefit your customer.


Train your sales staff.  Develop a simple presentation everyone will use to engage, qualify and generate a lead from the attendees.  Add some excitement to draw attention to the booth and make sure you follow-up all leads in a timely fashion.  Following your plan will improve your productivity and increase profits at every event.





8 Responses to “In a down market, don’t stop marketing”

  1. 1 Direct Marketing July 9, 2008 at 2:24 am


    I have started new blog about Direct Marketing.
    I would like to place a link in my blog which will point to your blog.
    Writing you to request permission to place a link in my blog to yours.

    Will you be interested in placing a link in your blog which will be pointing to my blog?

  2. 2 ali hassan July 9, 2008 at 4:22 am

    hi dear,
    it’s nice to see your work.
    it’s wonderful.
    good luck.
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  3. 3 susanratliff July 9, 2008 at 10:50 pm

    Thanks for reading and commenting. I appreciate my link on your site, but I don’t wish to place your link on mine because it is not really a related resource.

  4. 4 vickiemullins July 16, 2008 at 5:59 am

    You are so right. Now is not the time to stop marketing. Perhaps it’s a time for smarter marketing. Don’t just throw collateral material against the wall like spaghetti to see what sticks. Be strategic but keep on marketing. All of us need to take your advice when it comes to exhibiting, the more exposure to our target markets, the better chance we have of doing business with them.

  5. 5 Suzy Graven July 16, 2008 at 9:31 am


    Thank you for the reminder and encouragement. This is a great affirmation to weigh our marketing options in terms of exhibiting where we have the highest probability of capturing A+ clients and the most visibility.

    Suzy Graven

  6. 6 nonfictioneditor July 23, 2008 at 9:08 am

    I’m throwing in an opinion on this, too. Last summer, our house in Tucson flooded during the monsoon season – 100 gallons of water had to be siphoned out in 9 days. Letting it dry out, doing repairs, then adding upgrades displaced us from our home and my office for months. I even had to use a dial-up Internet connection for six weeks and groaned every time. Marketing wasn’t high on my list during this time. But once our house had dried out and sported a new look, I realized my pipeline for new business had dried up.

    This message isn’t to say “poor me”; it’s advice to keep on marketing NO MATTER WHAT. In recent months, I’ve redirected my activities significantly to attract business, but lesson learned. As Nemo would say, “Keep on swimmin’ just keep swimmin'” when it comes to marketing and see how much farther you can swim! One highly creative activity – I started a blog ( and am swimming with good company in this blogathon!


  7. 7 susanratliff July 26, 2008 at 9:14 pm

    Glad the reminder was helpful to all

  8. 8 Miami Marketing Expert Consultant Rolando Valdes - 786-399-6729 August 9, 2015 at 11:50 pm

    My partner and I stumbled over here from a different web address and thought I may as well check things
    out. I like what I see so i am just following you.
    Look forward to going over your web page for a second

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