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Best Practices in Trade Shows and Events
Conference: March 29 - April 2, 2020       Exhibit Hall: March 30 - April 1, 2020       Mandalay Bay, Las Vegas
 TUESDAY  3:45 PM - 5:15 PM
Track: Marketing & Sales

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

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Bob Milam (CTSM candidate), Trade Show Bob
Trade Show Bob, a past All-Star Award winner, knows a few things about trade show performance. Bob has produced winning campaigns for companies in diverse industries from food ingredients, super-computing, and cosmetics, to water treatment, apartment leasing and computer graphics. Always on the lookout to add value to the trade show experience for attendees, exhibitors, and organizers alike, Bob loves to see companies' exhibit programs blossom under the leadership of competent and confident Exhibit Managers.

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Additional sessions presented by Bob Milam:
T0000 Exhibit Hall Tech Tour
W0000 Exhibit Hall Tech Tour
M3029 Build a Successful Event Marketing Plan
R3008R Business Marketing Strategies and Trade Shows
W3008R Business Marketing Strategies and Trade Shows