Custom Trade Show Exhibit Company, Gilbert, Talks About How to Balance Lead Generation with Branding

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Custom Trade Show Exhibit Company, Gilbert, Talks About How to Balance Lead Generation with Branding

With over thirty years of experience building exhibits to increase brand awareness and generate business, custom trade show displays company, Gilbert, helps businesses strike a balance between branding and lead generation.

Many marketing professionals and business owners feel that branding and lead generation are opposing forces that must be appropriately juggled to achieve results. However, the reality is that branding, and lead generation, are integral components of an overall marketing strategy.  Both must be seen to simultaneously and in the right proportions.

Branding acts as the foundation for all other marketing and sales related activities.

During initial phases, when a brand is being built or rebuilt, branding comprises 30% to 40% of all marketing activities. At this stage, other marketing activities, such as asset creation, are gearing up and lead generation is on autopilot. It's still ongoing, perhaps even monitored carefully, but it's neither optimized nor tweaked.

The percentage shifts after companies establish their branding platform. At this point, lead generation comprises about 80 to 90% of all marketing activities, and brand development switches gears to brand management. Occasional brand building opportunities, such as trade shows, are executed to strengthen brand awareness; though, many of these activities, including trade shows, function as lead generators as well.

For established businesses, the percentages may look a bit different. For example, an established company may devote 50% of its marketing activities to brand building and 50% to lead generation. Ultimately, the balance between branding and lead generation is determined by what is best for the company.

Organizations looking to discover their ideal balance should look at their marketing and sales history. Analyzing data is typically the best place to start because such information reveals patterns that can be used to optimize marketing activities and budgets.

The bottom line? Businesses need to focus on brand building and lead generation all the time. Avoid bringing one of those activities to a complete halt to develop the other. After both are in place and ongoing, let the data speak for itself. The information revealed will direct companies toward the proper balance—the balance between branding and lead generation that works for them.

About Gilbert

Gilbert is a custom trade show exhibits, environments, and events firm with over thirty years of experience and three units: Exhibition, Architectural and Live. Gilbert's team of expert craftsmen and designers have decades of experience creating spaces that optimize traffic flow and capture attention in a variety of markets. Gilbert Exhibition takes care of fabrication, design supervision, service, planning, management, and more to ensure total success. Gilbert Architectural specializes in giving your brand a place to tell its story. Gilbert Live handles every aspect of planning and producing promotional and corporate events. 

Media Contact: Desiree Olivera, Gilbert, 631.577.1100,

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