How to Win at Trade Shows (Hint: It Involves Social Media)

You'll need a clear social strategy

As a PR professional for many years, I have time and again watched clients make plans for the big yearly trade shows—SXSW, CES, Money2020—with all of the excitement of kids off to summer camp. They leave with big hopes for new leads, grand dreams of media coverage and plenty of sunscreen. Without fail, they return exhausted and somewhat disillusioned, if not sunburned.

For what is likely one of the biggest investments in the annual marketing budget, the bottom line is that trade shows—and especially big trade shows—can feel like a waste of time and money.

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