A carefully-crafted, integrated exhibition marketing plan produces the best results. The results suggest that all marketing tools should be used in an integrated plan. However, some tools appear to work better than others for attracting a target audience to the exhibitor's booth. Likewise, certain marketing tools seem better suited than others for increasing the number of qualified sales leads converted from the targeted audience. Sales and marketing executives have many tools to choose from in trying to reach their marketing objectives.
Data shows that exhibitions are among the most cost-effective of the arsenal.
Set exhibition objectives and measure the results. Integrate exhibitions with other marketing tools to increase success.