The £20k trade show mistake I won't repeat

Are you about to write another cheque for a trade show stand because it's what your firm does every year? Have you come back from an exhibition with a lanyard full of business cards and almost no new clients? Do you suspect the money would work harder somewhere else, but you don't want to be the only firm in your sector missing from the floor?Last year we spent £20k exhibiting at a trade show that brought in barely any new clients and nearly took the business under as a result. We'd had several good years at that same show, so in this episode I talk about what changed, what I got wrong, and what I would do differently if I exhibited again. I share the pre-show, on-the-day and post-show work that decides whether exhibiting pays for itself or just gives you sore feet and an empty pipeline.What you'll learn in the podcast episode:- Why a trade show only works as one part of a wider marketing campaign - How to check that your ideal clients will actually be at the show, and why the organisers' attendance figures aren't enough to go on.- The pre-show work that separates a profitable show from an expensive one- What to give away on stand so your brand stays on a prospect's desk rather than in a bin on the way home.- Why getting a speaking slot can be the cheapest way to drive qualified visitors to your stand.The follow up process that turns leads from the show into fee incomeRelated readingThe £20k trade show lesson I won’t forget https://startuptogrownup.substack.com/p/the-20k-trade-show-lesson-i-wontAI and linkedin broke my marketing (this is what I did next) https://startuptogrownup.substack.com/p/ai-and-linkedin-broke-my-marketing?r=l8khyHow to win clients without feeling like you’ve turned into a salesperson https://startuptogrownup.substack.com/p/how-to-win-clients-without-feeling?r=l8khyYou are showing up. So why aren’t you the leads coming? https://startuptogrownup.substack.com/p/8-ways-you-are-killing-your-personal?r=l8khyThe lead generator sitting in plain sight (that most firms ignore) https://startuptogrownup.substack.com/p/you-know-your-website-needs-updating?r=l8khyUseful links:- sign up as a paid subscriber and use this link to get 20% off an annual membership of Start Up To Grown UpEach episode of the Start Up To Growth Up Podcast is based on my weekly Substack Article on the same topic. Head over to my substack to subscribe https://substack.com/@startuptogrownup so you never miss an article or episode again.About Heather TownsendHeather is the leading business coach for accountants (and other professionals) who want to grow their business. She is the founder of The Accountants Growth Club, who specialise in helping accounting firm owners grow their accounting business profitably and sustainably.She is also the founder of How To Make Partner, the global experts in helping professionals in practice make it to partner, and when they get there, stay that. Get the confidence, the skills AND the time to focus on the right things and move your career forward with Progress to Partner Academy. Get full access to Start Up To Grown Up at startuptogrownup.substack.com/subscribe