Nimlok Tradepoints:
How to Quit an Old Show

Never be fearful of quitting a show that you've always participated in. If the show doesn't have the impact and the results you need, just quit. However, have a plan to divvy up the funds that you would have spent and allocate them to other marketing campaigns - advertising, direct mail, or public relations. Make sure to let your customers and prospects know your decision and why, so that you prevent any false impressions that you're having financial difficulties. Let them know that you would rather give them added value than spend the money at the show. You want to make sure that your not being at the show is a benefit to your customers.

Alternatively, you can allocate funds from the show you decide to quit, to fund a larger space at a show that will be more profitable.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com