Years ago, when I first started my business, I identified trade shows as a central part of my marketing strategy. Mydoma Studio is project management and client collaboration software for interior designers, and my research revealed a few big shows I could hit up to reach the most customers. Obviously, we needed to go where the designers go, so off we went to the biggest U.S design trade shows in Las Vegas and North Carolina.
There was just one problem: After a few shows, I realized I was spending a lot of time and money on preparing and purchasing a booth, only to demonstrate my software service on a video loop. Any good storyteller or marketing professional knows this is boring with a capital B. And amidst the lure of home decor products, free samples and live demos, I wasn’t getting any traffic, never mind any leads. There was almost zero return on my trade show investment.