Trade Show Planning with Jason Cohen of WPEngine

I’ll admit, attending trade shows might seem a bit, well, out-of-date in today’s mostly-digital marketing world.

But the truth is, face-to-face interactions with potential customers remain one of the most important B2B marketing activities.

According to a report from Outsell, in-person events accounted for $26.1 billion in spend for 2016 – a 6.3% rise over the previous year.

That’s because over 80 percent of trade show attendees have buying power, making exhibitions one of the best ways to get real face-time with your target audience to:

  • Introduce new products
  • Get critical feedback
  • Learn about new industry trends
  • Survey the competition

And of course, let’s not forget the most important one: close more deals.

But, I’m sure you’ll agree with me on this:

Planning and executing a successful trade show booth requires smart strategy and even better organization.

Which is why Jason Cohen’s amazing template for organizing a great trade show should be an essential piece of your marketing workflow.

Jason is the Founder and CTO of WPEngine, a managed WordPress hosting provider, and this post from his personal blog walks you through almost 40 different steps for making the most of your trade show booth, starting 6 months before the event all the way through to the week after.

You can check out the entire marketing template here, and use a consolidated version of Jason’s workflow on Zapty that focuses on his approach to pre-event planning.

Starts Zapty (free or existing) account with
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