OK – admit it, trade shows are fun. Sometimes traveling to a distant city, circulating with your peers, and dining out on the company can be a kick. You are learning too – about competitors and about your customers. The deadlines around a trade show can produce drama and tension, and some people thrive on that.
By comparison web marketing can be a daily slog and there isn’t much direct contact with the customer. Web marketing requires persistence and patience. Success is metered in small steps and delivered incremental improvements over time.
In this article I explore who should prioritize shows and who should focus on web marketing and I share some ideas about how to compare the two.