Integrated trade show and inbound marketing strategy

Do you have a web site? Do you have a blog to drive people to that site? Do you have an e-newsletter?  Do you have an integrated trade show and inbound marketing strategy?

A trade show is a method for marketing. A web site is a method for marketing. A blog is a method for marketing. Your trade show strategy and web (inbound marketing) strategy should integrate with your overall marketing strategy.

I recently started to blog for the Worcester Telegram & Gazette's business publication d.b.a. In the post Missed pay dirt and dillies at the Corridor Nine business expo, I touched on the concept that email addresses are inventory. You have the face-to-face ability to get permission to use someone's email for your marketing. Not taking advantage of this opportunity is missing pay dirt.

Collecting relevant emails at your trade show exhibit booth with permission to use them is an underutilized trade show dilly. (A dilly is an idea or something that is worth talking about.) Your staff needs an education as to the importance of collecting relevant emails with permission to use them.

It's one thing to want it, but how are you going to get those relevant email addresses? You will need to actively engage attendees with efficient qualifying questions. You also need an efficient method to record qualified contact information.

With a goal in mind and a way to accomplish that goal, your trained staff will produce. You now have an integrated trade show and inbound marketing strategy. Implement this dilly and you'll hit pay dirt.