Trade Show

Is Your Sales Team Prepared for the Obvious – or Are You Creating Fear and Uncertainty?

Thanks to your brilliant new product, your customers will most certainly cut costs and save time but it will also require they change their workflow. Did you figure out how to help resolve this predictable objection before going to market? A sales manager I know didn’t bother to try. If you are creating fear and uncertainty anywhere in the sales process then even a brilliant new product that’s likely to quantifiably save money and boost efficiency may be ultimately remembered as a great idea fumbled to what might’ve been.

Paul April 23, 2026

Can Brilliant Marketing Sell A Product Nobody Really Wants?

“Yes, we’re getting a lot of serious leads and we’re quoting a lot and a number of people are testing, the lead generation has been great,” my client began. “But everyone who’s tested it so far has said no and their feedback has been very sensible – it’s just not a great product, no one really needs it.”

People often say a great product sells itself but can a poor product sell even if it’s supported by superior marketing and sales support?

Paul January 2, 2026

Google Analytics Direct Traffic Study Links Lead Generation to Offline Marketing

An informal Google Analytics study of Website traffic sources for a number of machinery manufacturers revealed the companies running consistent advertising and content marketing programs that blend digital and print media enjoyed serious increases in Website traffic – of course – but more specifically – increases in direct traffic. What’s direct traffic? These are the people who

Paul July 15, 2025

Exhibit at Trade Shows – Or Not?

Deciding whether to exhibit at your key trade shows, scale back, or ditch in-person events entirely? Ask these 10 questions to help decide whether exhibiting at trade shows makes sense.

Paul October 14, 2022

Tradeshows Reach Same People as Trademags, Btw

Tradeshows were thought to be dead circa 2002 yet nobody told the thousands of manufacturers and distributors that continue to invest in exhibit space. In fact, tradeshow attendance has been impressively strong for years. But it struck me as rather odd that some of the industrial marketing professionals who make sure to budget handsomely to exhibit at a few key tradeshows every year bristle at the idea of advertising in the key trade magazines that reach the exact same people they’re trying to reach at the tradeshows.

Paul October 1, 2019

How to take advantage of your trade show marketing profile page

A review of exhibitor trade show profile pages and corresponding Google Analytics accounts for several manufacturers reveals companies uploading news, articles, spec sheets and other content marketing to their trade show profile pages attract more Website traffic and sales leads from show attendees than those that do not stock their profile pages with quality content. What a shocking surprise! Yet from a review of the online exhibitor lists of most industry trade shows, many companies do not take full advantage of their exhibitor profile pages.

If you plan to exhibit at an industrial trade show, take a look at these opportunities to stand out from the competition, get noticed on the Web and even boost organic search results using your online profile page or showroom:

Paul March 2, 2019