Management Excellence Author Offers Tips to Trade Show Marketing in a Recession

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Art Petty, author of the Management Excellence blog offers a free download: The Management Excellence Guide to Trade Show Marketing in a Recession, for marketers looking to reduce costs and increase the effectiveness of shrinking promotions budgets at

In spite of the difficult economic times, Trade Show marketing continues to serve as an important but controversial activity for many firms. Trade Shows offer opportunities to generate leads, increase visibility and interact with customers and qualified buyers as well as analysts and media. However, managed improperly, they represent significant opportunities to squander precious marketing resources.

Art Petty, author of the Management Excellence blog at offers tough-love and practical guidance for marketers as they consider what to do with their rapidly shrinking Trade Show budgets during these recessionary periods. "Smart marketers are pushing the envelope on Web2.0 approaches to engage clients and prospects, but like it or not, Trade Shows still play a role in our marketing programs," said Petty. "The trick is to carefully focus in on a few strategic opportunities and do everything possible to execute a low-cost, high-impact program," he added.

The Management Excellence Guide to Trade Show Marketing in a Recession is a free download at (no registration required) offering suggestions to help marketers make immediate improvements in the execution of their event marketing programs. The Guide emphasizes a portfolio management approach to reducing the number of events as well as offering ideas for improving execution and effectiveness on the Trade Show floor.

"Marketers are taking a lot of flak for potentially squandering resources on ineffective or outdated tactics," said Petty. "And while there are many powerful new tools for driving recognition and leads, there are still circumstances where it makes sense to show up, rent space for a few days and engage the people that took the time to travel to this venue in search of answers. If as a marketer, you are absolutely convinced that an event is worth attending, you must generate results or, I predict some interesting conversations with your CEO, CFO and Sales VP in your near future," he added. "The good news is that building discipline into your event selection and execution activities will improve your effectiveness immediately," indicated Petty.

About Art Petty:
Art Petty is a marketing and sales leader, strategist and team-builder with over twenty two years of experience directing the growth, global expansion and rise to market leadership of large and small organizations in a variety of industries. Petty develops and delivers workshops on leadership for general audiences as well as for technical professionals, project and product managers. He is a frequent speaker on change, leadership and sales and marketing, and regularly consults with firms on strategy and execution along with leadership and sales and marketing.

Art Petty is co-author of Practical Lessons in Leadership--A Guidebook for Aspiring and Experienced Leaders, an adjunct faculty member teaching Quality Management and Project Management at DePaul's Kellstadt Graduate School of Business, and an active writer, frequent speaker and relentless blogger at on all things leadership and management.


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