Insights

The start of a new year means setting your marketing objectives for the year. I often find that when marketing objectives are mentioned, people tend to jump into tactics straight away. “We need to do more digital marketing”, or “We need to update our catalogue”, or...

Unless you are lucky to get a massive order directly from a customer during a show, can you ever calculate a positive ROI when participating in an exhibition? In other words, the revenue attributed to participating in an exhibition must be larger than all the costs...