The Pabiyan difference

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When Trade Shows all look and sound similar, then how do you choose? It's probably fair to say that if you do nothing else, at least keep miles away from gatherings that advertise that they're the biggest and best, with shows in dozens of cities and throngs of attendees. In the Trade Show industry, events like these are referred to as "Watered-Down." In other words, the promise of LOTS of foot traffic to their events is designed to distract you from the fact that they can't truly deliver you the right audience. Spending the day watching a sea full of inquisitive faces wade past -- most of whom don't have the authority, means or desire to buy from you -- is just an exercise in wastefulness, don't you agree? Instead, seek out events that have the process down to a science of knowing how to identify, get the attention of and then roll out the red carpet for companies that you WANT to do business with and that at least QUALIFY for your offer. We're talking about companies with meat on their bones and that you can't wait to get your hands on. The ones that you deserve to forge a mutually profitable, long-term relationship with. Your ideal customers: the ones you salivate over in your sleep. Isn't that the base reason you invest your marketing dollars in B2B events? As the saying goes: If you sell to companies that aren't in your customer profile, then it's just a conversation -- nothing more.

Most trade shows waste your time and resources simply because they don't generate enough qualified leads to justify the expense. Sure, there may be a sea of faces, but what good does it do you to talk to a swarm of attendees chock full of startups that can't afford your services or aren't senior managers who can make a buying decision to begin with?

Are your customers raving about you on social media? Share their great stories to help turn potential customers into loyal ones.

Running a holiday sale or weekly special? Definitely promote it here to get customers excited about getting a sweet deal.

Have you opened a new location, redesigned your shop, or added a new product or service? Don't keep it to yourself, let folks know.

Customers have questions, you have answers. Display the most frequently asked questions, so everybody benefits.