Industry events aren’t just for hiding behind a 6-foot table draped in your company colors. Still, as not everyone is Jill or Joe Salesperson, there are still some objectives from the Tradeshow experience that, Sales notwithstanding, are a benefit to Tradeshow ROI. 1. Engagement. Forget about sales for a minute. In fact, forget about sales altogether. While we’d like you to come back from the show with that big sale smile on your face, that’s not why you’re there. You’re […]
Lincoln on Marketing. Give me six hours to chop down a tree and I will spend the first four sharpening the axe. – Abraham Lincoln Perhaps President Lincoln meant that at the end of sharpening your ax for four straight hours, start whacking at your tree for two. I prefer to sharpen as I go – but with the same ratio. I like Abe’s rate of 3 to 1, and it applies well to marketing. If we budget 6 hours […]