A Lesson in Maximizing Trade Show ROI from Great Bakers

  • Prospect — has a need, money, and is urgent
  • Customer — someone who pays you money
  • # of suspects engaged (for example people who approached your booth at a trade show)
  • # of suspects qualified as prospects
  • # of prospects who agreed to a first meeting
  • # of proposals submitted
  • # of contracts signed
  • # of 1st orders
  • The variety of functions in and outside the booth that contribute to trade show ROI.
  • The target of your marketing strategy, which is roughly 1% of trade show attendees, i.e. quality/quantity. Remember, prospects have to have a need, money, and urgency.



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Bill Kenney

Bill Kenney


Helps international B2B companies exhibit at US trade shows.