When to Set Trade Show Objectives and Who Should be Doing it - Elijah Logan Longview Texas

Elijah Logan Longview Texas

It’s well established how to best set trade show objectives and why it’s important, but who should be doing it? And when? That depends on how compartmentalized the sales and marketing departments are within your organization.

If marketing and sales are clearly defined departments, align them by fostering communication between the two before and after each trade show.

Hugh MacFarlane of MathMarketing conducted a study that revealed that businesses whose sales and marketing departments are aligned close 38% more business than their non-aligned counterparts. Sometimes achieving alignment means overcoming a cultural rift that can develop between these two groups. That divide is usually based in a disagreement on just which department is the driving force behind customer acquisition.

Bridging this gap is important, especially when it comes to setting trade show objectives and goals. Including a sales liaison in exhibit planning meetings or surveying booth staff upon their return from trade shows are just a couple ways to foster communication that will ensure you’re establishing realistic goals. To see more ways to overcome this divide and how it applies to other areas in your business, check out Harvard Business Review’s End the War Between Sales and Marketing.

If your company does not have a formally established a marketing department, set your objectives when you coordinate your company’s annual trade show schedule.

For most small to medium-sized companies, managers and members of the sales team come up with promotional ideas and are most likely responsible for the planning and execution of the organization’s participation in trade shows. When this is the case, it can be tough to establish a trade show objective when you’re the individual responsible for meeting sales goals and coordinating the company’s participation in eight to ten trade shows a year.

If you wear several hats within your company, just keep your trade show hat on a little longer at the beginning of the year. The benefits of setting your trade show objectives at the same time you’re coordinating your company’s trade show schedule are:

Maximizing your trade show investment: The SMART method of goal-setting gives you a solid way to track and measure success, identify and refine best practices and ditch the elements that don’t contribute to revenue generation.

Ensuring you’ve purchased the right amount of booth space: If your objective in participating in a 2,000+ booth trade show is to gain exposure, you may not accomplish that with a standard 10′ x 10′ space. Conversely, if your goal is to build a database, reserve a 10′ x 10′ space and concentrate on creating a powerhouse contest or giveaway.
Establishing early-on what your booth space should accomplish in each show will ensure you never spend money on wasted space.

Cutting costs: Most trade shows partner with general service contractors who offer early-bird discounts on things like furnishings, carpet and other booth amenities. Getting organized early means taking advantage of these discounts in addition to knowing exactly which proprietary items you’ll need in the booth. This will help eliminate last-minute shipping, printing and production expenses.

Although some objectives may change slightly by the time the show actually takes place, it’s easier to make adjustments to your goal than to attempt to formulate it weeks before the show in the midst of show-related deadlines.

Other things to consider when setting your trade show objectives and goals are the format of the trade show, the focus of the show (largely educational vs. sales-oriented) and where that focus positions attendees in the purchasing process.
In the meantime, it’s your turn! Have you experienced trade show success that’s a result of setting goals? Share your story in the comments. Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

Who is Elijah Logan?
Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Hosted Buyer Event Strategies - Elijah Logan Longview Texas

Hosted Buyer Event Strategies

1. Stand-alone: Create a new hosted/appointment-based event held in a unique destination environment.
2. In-show event: Create structured buyer-seller interaction in dedicated meeting spaces at your existing event, and generate additional revenue.
3. Co-located: Target a unique audience demographic by holding your hosted event at the same time and in the same city as another event. This can create crossover attendance and sponsorship opportunities.
Appointment-Based Hosted Buyer Model: A Different Value Proposition
Hosted-buyer events vary in a number of ways from traditional exhibitions:
1. Unique audience model: At a hosted-buyer event, the audience is prequalified and, typically, hosted (paid for) fully or partially.
2. Unique «supplier» model: «Supplier» vs. exhibitor. Suppliers are prequalified.
3. Unique business model: Event staff sells appointments versus booths.
4. Eliminate traditional uncertainty: A hosted-buyer event has a known quantity and quality of attendees. No «hoping» the best buyers will show up.
5. Go straight to desired result: Buyers networking face-to-face with high-quality vendors.
How to Get Participants
Because these events are usually smaller (with a limited number of buyers and sellers) than traditional shows, marketing must be done differently. Here are best practices for bringing the best buyers and sellers together:
1. Network one-to-one: Work one-on-one in a service fashion, developing relationships and learning about the specific business-development requirements of targeted attendees (buyers), and help identify solutions that your clients (sellers) can provide.
2. Use multiple contact methods: Contact individuals directly via phone and e-mail. Do not mass market.
3. Engage individuals online: Social media marketing can be used to generate brand engagement and produce additional leads.

Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Booth Staff for Your Next Trade Show - The Value of Technical Experts

Elijah Logan
@EliLoganTx

When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.

There’s no doubt that these folks should be in the booth. But they shouldn’t be alone.
The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore.
This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers.
By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution.

This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution.

Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available.

Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for.

Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Before You Take On Email Marketing - Elijah Logan Longview Texas

By Elijah Logan Longview Texas

Email marketing is one of the best ways to promote businesses online. Millions of online marketers are using email marketing in order to promote their products and services. This is very easy considering that you can send a vast number of email to millions of individuals all the same time. This kind of marketing approach is also convenient because you can work on your approach from anywhere and anytime. In this type of marketing strategy, all that you need are list of email addresses that you can email. More conveniently, you can choose to direct your email to certain number of people who are interested in one subject than the other. You can create or draft a good sales letter and have people visited your website where they can get to purchase or encourage them to purchase something.
The problem with email marketing, however, is that business owners or operators make certain mistakes when promoting their product or services. It’s the same with other types of marketing strategies. But with email marketing, the flaws can easily lead your potential customers to an incorrect route. Instead of being able to digest the information you share with them, they could be led to other sites they don’t care about. Or worse, they’d get dead links. These are two things that irk any website visitor. So you would want to only give them the best email marketing moves that would make them consider your business a reliable source of information and good things. The effectiveness of email marketing will only become right if your customers become interested enough to stay and browse within your website.
Most people do not want to be treated as if they were sent a generic sales letter. Some business owners take the time to actually write sales letters that have target specific themes and send them to a specific number of individuals. This kind of email marketing however, usually takes a long time. In order to compensate some business owners also send bulk emails to potential customers. In order to make your email marketing strategy effective however, you should start with learning how to reach out to your clients both ways.
There are at least two kinds of email marketing. You will basically need to utilize both ways in order to ensure that you get the best results in your efforts. First, there’s transactional email marketing. This is a target specific strategy that focuses on short term goals. It is designed to hit low hanging prospects. This transactional email marketing is often used as a promotional tool for product launch and announcements. In short, transactional email is to acquire new customers. It is also a good way to retain old customers by providing new promotions to products and services. Transactional email marketing makes use of content that is focused on reaching as many customers as possible.
The other type is called relationship email marketing where it’s focused on quality and two-way relationship. Relationship email marketing is oftentimes based on managing and interacting with customers. You will notice this kind of email marketing since it allows interacting and customizing through customer relationship management. This means you can expect small responses from customers and provide them answers while subtly promoting your website. This is more likely to be very effective but it painstakingly long. Relationship email marketing allows the business to concentrate and learn what the customer needs and requires.
Depending on the kind of business that you have, you can utilize both email marketing strategies to ensure better results with your efforts.

5 Ways to Write Emails That Sell - Elijah Logan Longview Texas

Elijah Logan
@EliLoganTx

Kait taught me five ways to write emails that sell. And she doesn’t even know it.
Kait was the sales rep with a company that had approached me about purchasing their lead-tracking service. Kait’s emails were personable, informative, and best of all, effective: between a couple of conference calls and her email communications, she closed the deal with me in one week. And im a notoriously tough sell.
So, where was the magic word in all of her emails? The one that made us putty in her hands? I was determined to find it. I never did.
Because it doesn’t exist. Her emails were a perfect balance of setting the pace without being aggressive, and positioning herself as an expert without sounding like a condescending a-hole. Most importantly: she effectively communicated her role as a problem-solver, instead of acting like a salesperson.
Here’s how she did it and you can too:
By including rapport in your opening paragraph after the first conversation.

The «first conversation» point is important here. «I hope you’re having a good week» to a cold prospect sounds insincere and wastes valuable visibility real estate on mobile devices.

Every email, regardless of placement in the sales cycle, included names. If not in the greeting, then in the copy. Personalize every message.

She ditched stuffy formality while still conveying expertise: Are you clinging to perfect grammar and style? Hold on loosely. Extremely informal speech, that in cases is stylistically and grammatically incorrect, is just a blip on the radar when surrounded by specific terms and solution-based statements. Write the way you talk, keep sentences short, start sentences with ‘and.’

She chose a simple phrase that accurately depicted her service’s benefit and never lost it. «Help you guys make money» and «help you guys capture more sales» were two very memorable ones. Include the benefit, where it makes sense, in every email you send.

She used «if» in the beginning of closes to let us know that we weren’t going to get steamrolled. But she never got lazy with it and started using phrases like «if you’re interested.» The key is to be specific and value-focused: "…if you would like to save money and increase sales...", "…if you would like to compare providers for one investment…"
These small changes can transform the way you communicate with prospects through email, give you the power to control the pace of the sales cycle, and make your emails a powerful tool towards increasing sales.

Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Working With Manufacturers’ Reps And Succeeding At Trade Shows

Elijah Logan

Manufacturer's reps represent importers, manufacturers, exporters, or any combination of the above. The companies they represent pay them a percentage, usually a percentage of the total order. The reps only get paid when they sell. The importance of reps has been diminished by the Internet era. More-and-more businesses are connecting with manufacturers through the Internet, eliminating the need for expensive reps.

Manufacturers’ reps usually represent many companies. They specialize in industries such as gift, building materials, cosmetics, etc. A good rep can help you identify the hottest products, industry trends, and fashionable companies. Through one rep you may be able to connect with many companies, saving you time and legwork.

Many reps are doing more than selling. Some reps may train you or your employees the use of the products they sell. They can help you become an expert about the product they sell. Treat them as a resource not just another sales person.

Trade shows offer multiple opportunities for you to spot upcoming trends, network with manufacturers, importers, and wholesalers. A trade show can be a great resource for finding the right products for your business. There is a trade show for every industry. If you haven’t found one for you’re your industry, you haven’t looked hard enough. New York, Los Angeles, Chicago, Las Vegas, are among the most popular destinations for trade shows.

The most effective ways to locate the right trade show for you is to check with professional associations, trade publications, and convention centers. Trade shows can connect you with hundreds, or thousands, of potential product sources. Attending a trade show gives you the opportunity to demonstrate you mean business. By being there, you establish yourself as a player in your industry. The attendees commit time and money to participate in trade shows that qualifies them as serious buyers. As you meet with key manufacturers you get a chance to compare prices. Being there in person, you have an opportunity to study product quality.

Be ready for sensory overload. Trade shows are fun, but they can be overwhelming. Prior to the show, make a plan and stick to it. Don’t wonder around aimless.

For more trade show and marketing tips visit blog.EliLogan.com and connect @EliLoganTx

Elijah Logan is a consultant and serial entrepreneur who partners with companies across the globe to effectively unlock relationships with clientele in numerous core industries. His expertise was developed through a series of B2B trade shows, effective content platforms, and automates sales and marketing adoptions.
He has developed, produced, and managed 1.4 million square feet of B2B trade show space, serving over 2600 exhibiting companies and attracting over 300,000 attendees from 42 states and 17 countries. These offering resulted in over 550 million dollars in community economic impact, and has generated over 16.4 billion dollars in revenue for his clients.
In the digital content market Elijah has developed over 300 digital properties delivering bleeding edge news, industry relevant communications, and educational marketplaces to facilitate client’s development of effective marketing strategies.

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Five Sharp Ways To Write Emails That Can Get Your Sales Cycle Moving - Elijah Logan Longview Texas

Elijah Logan Longview
@EliLoganTx

Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it.
To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me.

Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end?
He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act.

After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close.

He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent.

Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email.
Subject Line: Curious Silence?
«I reached out to you a few times about *Company Name Here* but haven’t heard back.
Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team.
Would love to hear from you either way.
Have a great day!»
I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why:
This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect.
The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect.
The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have.
The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like «saving your business» or «doing the right thing» and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective.
Thoughts? Tips? Share them with me. Be sure to check out the blog at ElijahLogan.com, and connect at @EliLoganTx

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Getting The Most From Attending A Trade Show - Elijah Logan Longview Texas

An Attendee Guide by Elijah Logan Longview Texas

Trade shows can be an excellent opportunity for you and your business, whether you are an entrepreneur or you’re representing the company you work for. Thousands of people set up trade show booths and trade show displays across the country at a huge variety of industry events. However, many people don’t know how to take advantage of the opportunities a trade show offers. Some plan on simply attending, setting up their trade show booth, and then staying there all day hoping to attract new business. Manning a trade show display is only part of the reason you should be attending a trade show. The other vendors at a trade show can provide you with a wealth of new information and contacts in your industry; all accessible in the same room on the same day—this is the unparalleled attraction of a trade show for your business.

If you plan to attend a trade show, make sure you are not the only person there representing your company, even if you are a small business owner with few employees or a sole proprietorship. You will need at least one person to staff your trade show booth, and another to walk the floor taking in the other trade show displays. If necessary, get your spouse or a good friend to come with you and give them a crash course on how to handle your trade show booth while you check out the other vendors – and only do so when it is slow so you don’t miss important business opportunities. When you make reservations for the hotel you will stay at during the show, try to find a room as close as possible to the actual location—preferably within walking distance. That way, you won’t have to bring anything with you to the venue other than the materials for your trade show display.

Before you attend a trade show, go over the list of vendors who plan to put up trade show booths. Make lists of the vendors you must see, the vendors you would like to see, and those you can live without seeing. You may even be able to schedule appointments with your top priority vendors. Research the companies and determine ahead of time what you would like to find out from each trade show display and what your goals are regarding each vendor: are they competition, or a potential contact? If they are a potential contact, how would they specifically benefit your company? Have questions ready to ask vendors to save yourself time walking the floor. Another good timesaving strategy is to obtain a map and a directory of the trade show when you arrive on location, before the show begins. Use the map to plan your route, and check your prioritized list of vendors against the directory to find out whether any vendors have been added or dropped out.

During the trade show, be active in your quest for information. Don’t feel bad about passing by trade show booths that don’t interest you. Like you, they are attending the trade show to generate new business, and they don’t want to waste time talking to someone who isn’t a potential customer. Visit your targeted trade show displays, engage in a dialogue with the vendors, and ask questions. If the trade show booth offers handouts, samples or other materials, take only those you actually want to find out more about. It can be difficult to tote a loose stack of glossy brochures, catalogues, and bulky product samples around a busy trade show floor. If possible, arm yourself with an empty briefcase or duffel bag to stow materials. Use your time wisely to gather intelligence on your competition and make new industry contacts that will benefit your company.

When the trade show ends, especially if it is a multiple-day event, take the time to make notes and organize the materials you gathered before you leave the event. If you need to mail reports, brochures or other materials to your colleagues, prepare the mailings right away while «who gets what» is still fresh in your mind. Make sure to store your trade show display safely so nothing is damaged and you can find everything you need the following day. When you return from the trade show, remember to follow up with the contacts you have made—and start preparing for next year’s trade show!

For more trade show and marketing tips visit blog.ElijahLogan.com and connect @EliLoganTx