Blog And News

The Top 5 Mistakes Trade Show Exhibitors Make

With 75+ years of experience in trade shows and in-person events, we’ve witnessed many mistakes made by trade show exhibitors. Fortunately, they’re easy to fix—the first step is to recognize when you’re making them. At MEET, we help international B2B growth companies soft land and scale in the U.S. through

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The Key to Identifying High-Quality Prospects

It turns out that the key to identifying high-quality prospects isn’t a huge marketing budget or a massive sales team. Rather, the key to identifying high-quality prospects lies in the precision with which you execute your strategy. At MEET, we help international B2B growth companies soft land and scale in

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U.S. Market Entry, When is the Right Time to Scale?

For many companies across the globe, U.S. market entry represents unrivaled opportunity, a veritable pot of gold at the end of the rainbow. And while many international firms do find success on U.S. shores, others are forced to retreat with empty coffers. The decision to scale in any market is

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Common Pitfalls When Endeavoring to Scale in the U.S. Market

Back in January, we explored issues and opportunities companies face when endeavoring to scale in the U.S. market through an interview with Blair Parks, U.S. and Canada Business Manager for the Mayor’s International Business Programme, London & Partners. The Mayor’s International Business Programme is a free 12-month program designed to

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Quantify your Trade Show Strategy Plan with an Event Cookbook

MEET helps B2B growth companies develop and effectively leverage trade show strategy plans. One way we do this is by offering customizable tools to maximize ROI for every prospect facing opportunity. Among our most popular tools is the Exhibitor and Trade Show ROI Cookbook (Event Cookbook). By setting goals and

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Measuring Milestones in your Trade Show Strategy

In our recent post, The Case for Calculating Trade Show ROI, we talked about the value of measuring trade show return on investment and provided some simple measures of success to get you started. While every sales process looks slightly different, each is characterized by a number of stages or

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The Case for Calculating Trade Show ROI

For anyone who’s tried to calculate trade show ROI, the following refrain may sound familiar: We know that 50% of marketing dollars are wasted, we just don’t know which 50%. While it shouldn’t be a mystery how marketing investments magically deliver (or don’t deliver) new customers, without a system for

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Localizing Communication to Maximize ROI

Determining whether a foreign market is right for your product or service requires due diligence. Demographic diversity, cultural norms, regional and local language differences all play a critical role in discovering whether and how your brand will be received in a new market. Time and time again we see companies

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Your Trade Show Strategy Plan Should Focus on Four People

The goal of your trade show strategy plan is to produce more sales. But that doesn’t mean that your focus should only be on prospects. A well-executed trade show strategy plan that delivers ROI, targets four types of people (or four stakeholder groups) in attendance at any trade show: prospects,

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A Trade Show Strategy Plan for Outside the Booth

When devising a trade show strategy plan, there’s good reason to focus on your booth. After all, it’s your marketing home base, and your best opportunity to attract prospects with an offer that speaks directly to their needs and desires. But sometimes it’s important to venture off the island and

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Differentiate your Trade Show Strategy Plan through Follow-up

When devising a trade show strategy plan, your primary goal is to maximize ROI. This requires carefully crafting buyer personas, value propositions, and booth offers that, based on extensive research and testing, deliver a consistent flow of high-quality prospects into your sales pipeline. But let’s assume that you’re not the

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The power of a well-aligned trade show strategy plan

In our recent post, we talked about the importance of goal setting and testing when preparing a trade show strategy plan for U.S. expansion. In essence, carefully crafted buyer personas based on frequently tested hypotheses allow you to build vital knowledge about how to scale your company. But how do

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Goal Setting Your U.S. Trade Show Strategy Plan

When we think of a trade show strategy plan, the words of Zig Ziglar often come to mind: “a goal properly set is halfway reached.” At MEET, we believe that setting clear goals around how to identify and reach target customers is half the battle to successfully growing your company.

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