The whole point of face to face marketing such as conferences, tradeshows etc. is to actually interact with peers and customers on a human level. Conversations about industry trends and emerging products can and should move past the photos and specifications phase into in-depth discussions about usage, value and adoption.
Historically, those conversations were not documented at all or at best poorly described. So after the event was over, people back at the home office had little or no data to work with in order to follow up on those meaningful conversations. The value of those interactions was lost in translation between the event and the follow-up, rendering the often significant expense of attending or exhibiting at a tradeshow or conference virtually worthless.
Dean
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