I attended a major semiconductor industry trade show last week. It’s always great to see the creativity and passion that B-to-B marketers pour into creating a positive trade show experience for their customers and prospects. Cool displays, working demo’s, educational seminars, even the hospitality functions. They are all part of the experience.

We are big believers in the personal selling power of trade shows. Unfortunately, many of these marketers miss a big opportunity by failing to put the same amount of effort and investment into creating a great web site experience for their customers and prospects. After all, a major industry trade show typically takes place once a year and lasts just a few days. The web, however, is 24/7/365. It deserves to be as creative, functional, educational and engaging as any trade show booth.

We go through an exercise with marketers where we walk through all of the elements of a successful trade show, and then apply
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