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The Professional Development Conference for Trade Show and Corporate Event Marketing
Conference: February 24-28, 2019             Exhibit Hall: February 25-27, 2019             Mandalay Bay, Las Vegas
 TUESDAY  8:00 AM - 9:30 AM
Track: Marketing & Sales, Core Knowledge

Effective Exhibiting for Companies with Niche Markets and Long Sales Cycles
Conventional trade show strategies don't apply to all companies. This session will teach you how to plan your exhibit-marketing program when your product or service has a long sales cycle or if your company targets only a small portion of a particular show's attendees. We'll also delve into customer retention techniques and teach you to:
 •  Focus your program on those golden needles in the haystack
 •  Create a "front-loaded" strategy of pre-show planning and marketing, which is essential to reaching your targeted subsets of show attendees
 •  Make the right decisions regarding show selection, customer care, booth staffing/training/incentives and exhibit design

Jana Hallford, CTSM Diamond, executive producer and director of marketing, Swords & Circuitry Studios
Jana Hallford, CTSM, Diamond Level, got bitten by the trade show bug years ago. She enjoys advising CTSM Portfolio candidates, individually, and as a Portfolio Power Weekend Workshop staffer. Jana is Executive Producer and Director of Marketing for Swords & Circuitry Studios, an award-winning independent film production company and creative studio. S&C produces the audio drama series "Uncharted Regions." Jana also serves as a trade show consultant. You can follow her professional blog at

Connect with Jana Hallford:

Additional sessions presented by Jana Hallford:
T251 Ordering Electrical Services

Bob Milam (CTSM candidate), Trade Show Bob
Trade Show Bob is who you call when the people who lead your exhibit efforts need a boost. A past winner of EXHIBITOR Magazine's All-Star Award, he knows a few things about trade show performance. Bob has produced winning exhibit campaigns for the food ingredients, super-computing, cosmetics and computer graphics industries. Currently a blogger for EXHIBITOR magazine, Bob loves to see companies' exhibit programs blossom under the leadership of competent and confident Exhibit Managers.

Connect with Bob Milam:

Additional sessions presented by Bob Milam:
S329 Build a Successful Event Marketing Plan
M30819 Business Marketing Strategies and Trade Shows