Survey: Are events the marketing goldmine they’re cracked up to be?

Communicators cited high costs, low-value leads, poor speaker spots and subpar media coverage as cons to attending events. Here’s how to avoid them and get your money’s worth.

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Attending events can be a great way to stay current with industry trends, increase your knowledge and network.

However, marketers’ tune changes when it comes to the affect on their organizations.

More than half of marketers view conferences and trade shows as a necessary evil, with 64 percent of them saying they’ve been disappointed when attending a major event.

Bospar’s Trade Show Success Survey revealed several reasons for that disappointment:

– Cost of attending too high relative to the ROI (45 percent)

– Not getting the right spot on the conference floor (45 percent)

– Low-value leads (36 percent)

– Poor speaker spots (36 percent)

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