Allison Wagner

Trinkets and trash will always be thrown away, but a memorable, nice giveaway will stay on your prospects desks and in their lives for years to come, constantly reminding them of your business.

Something to consider is making sure you have enough staff to stand in every corner of the booth. For every 100 square feet, consider two staff people. This also enables you to allow staff members to walk the show and still have enough people to staff your booth.

This is the most critical way you can make a smaller budget work. Email marketing and social media are two simple, cost-effective ways to promote your attendance. If you're building a new market where you might not have enough opt-in email addresses to promote to, consider doing small paid, targeted LinkedIn ads to this target market. Sharing any free registration codes or discounts is another way to earn their information and a lead in return.

If you are deeply rooted in always understanding the evolving challenges of your customers, you'll easily keep up with trends and changes. A few ways to do this include: - Have a few "go-to" customers you can routinely check in with - Talk to your sales reps to understand what they see in the field - Attend conferences in your industry that have speakers who talk about these topics All of these tactics will help you strategize content and stay relevant with current and future customers.

In the B2B world, personalization can be incredibly useful, depending on your market. If you sell to many different verticals, even just having imagery that matches the specific vertical can help create a "like me" feeling that automatically helps the user envision a world where they utilize your products.

Be skilled in how a reporter writes, thinks, and interviews. Your content needs to mimic this style. It's why so many journalists transition to PR and marketing! They are incredible storytellers. Your content should be an incredible story as well that answers all the questions you knew you had and didn't know you had. Good content makes you learn something new in a memorable way, and this is what journalists do every day. Challenge your content and put it to the test. It needs to be concise and tell a story about something you didn't know about before.