Next month, the American Coatings Show and the ASC Spring Convention and Expo will draw thousands of key players in the global adhesives, sealants, and coatings industries to Atlanta and Orlando, respectively. Ideas will be exchanged, relationships will be forged, and new customers will be identified. Even in this digital age, you can’t beat face-to-face connections with potential customers. That’s why the value of B2B trade shows and conferences can’t be overlooked.

Because of ongoing budget issues, many companies are cutting back on trade show attendance. That doesn’t mean that marketing success needs to take a big hit; it simply means that marketers need to make the most of the shows they do attend.

This challenge is heightened by the fact that many tactics like giveaways and contests are overused and rarely provide true value to the attendees. What’s more, marketers must resist the tendency to take a “too casual” approach to show preparation. If you’re trying to make the most of every trade show dollar, you can’t believe that “all we need to do is attend.” The competition for attention is too fierce. To build interest in your company at today’s B2B trade shows, you need to have something of real value to say—something that demonstrates your company can provide potent solutions for possible customers and leave them wanting to learn more.

The good news is that due to the growing use of social media in the B2B world and with the current value of quality content, you have more opportunities than ever before to maximize your ROI. Smart marketers know that successfully executing an event appearance involves consistent, dedicated marketing and public relations efforts before, during, and after the show.

To see these tips in the full article in ASI magazine.