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The Professional Development Conference for Trade Show and Corporate Event Marketing
Conference: March 29 - April 2, 2020             Exhibit Hall: March 30 - April 1, 2020             Mandalay Bay, Las Vegas
 SUNDAY  8:30 AM - 4:30 PM
Track: Marketing & Sales, Expanded Knowledge
S3003 45 Minute Session:
Transform Your Exhibit into an Effective Selling Environment
Exhibitors often approach trade shows the same way they approach other marketing channels: they establish a brand message, create eye-catching content, and showcase the key features of their products. The challenge is that this approach tends to create a one-way conversation and often fails to provide any tangible value to your customers. To truly make a business impact with your trade show participation, you need a different approach. This session will define the concept of face-to-face sales marketing and share how Dometic Corporation uses this approach to create effective selling environments. Learn to:
 •  Use your sales team to help define what the conversation on the show floor should be
 •  Leverage your trade show engagements as focus groups in order to produce insights you can share with your product development and sales teams
 •  Extend your investment beyond the trade show floor to create additional brand advocacy and experience  

Scott Lee, CTSM, CME, CMP, community marketing specialist, The Center for Computer-Assisted Legal Instruction (CALI)
Scott has more than 35 years of experience in the exhibition industry running multi-million dollar global exhibit programs ranging from table-top exhibits to 30,000 sq. ft. exhibits. On average, his schedule consisted of around 200-250 trade shows yearly. Scott is a CTSM alumnus (1997) as well as served on numerous exhibition industry committees setting policies and guidance. Scott is the Community Marketing Specialist for The Center for Computer-Assisted Legal Instruction (CALI).

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