Karolyn Raphael, President & CEO of Winger Marketing, emphasizes the rising value of B2B trade shows, predicting they will exceed pre-pandemic levels in 2024. She warns that attending these events unprepared can harm a company's brand. Companies need effective PR and marketing strategies before, during, and after events to tap into their full potential. Raphael provides practical tips for maximizing benefits from trade shows, advising firms to collaborate with associations, seek media interviews, and maintain updated press materials to enhance visibility and engagement.
"The value of B2B trade shows is expected to surpass pre-pandemic levels in 2024, highlighting their importance for business networking and brand visibility."
"Poorly handling an event can damage a B2B company's brand and lead to missed opportunities with important prospects, making strategy vital."
"Leverage public relations and marketing strategies before, during and especially after the event to maximize participation in trade shows."
"Partnering with the association's marketing team enhances pre-show communications, and well-timed press releases can significantly bolster your company's visibility."
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