Learning library
Unit 4 · Sales Promotion · Module 32 of 40
Trade Shows, Exhibitions and Events
Learning objective
Plan experiential and B2B events from objective to lead follow-up.
Concept summary
Events combine demonstration, relationship building and lead capture. Returns depend on pre-show invitation activity, staffing quality, qualification scripts and, above all, a follow-up sequence executed within days of the show.
Application task
Write an event plan with pre, during and post activities plus two measurable targets.