Active Attendee Generation makes Trade Show Marketing!


The Opportunity

Attending, or exhibiting at a trade show is a strategic investment for B2B companies and can potentially be an excellent way to find customers to help your business grow. Many of your key target white space companies are all in the same place at the same time. According to a study conducted by the Center for Exhibition Industry Research (CEIR), 86 percent of show attendees were the decision-maker or influenced buying decisions, yet 85 percent had not been called on by a salesperson before the show.


For event/convention/trade show marketing to succeed and deliver an acceptable ROI, you should employ attendee generation. Passive methods like email, social media, and pre-event calling have been the only method available. These methods rely on prospects honoring their commitment to come to your booth, your event or your after-hours gathering. Unfortunately, these methods have traditionally failed because they stop short of actively ensuring success.

The Solution

At Demand Marketing Solutions, we’ve created a disruptive approach named Active Attendee Generation. This method significantly leverages the best of the best processes during every stage, including the on-site success stage which is ignored by all other methods:

  • ACTIVE DEMAND GENERATION is utilized on the front end instead of the standard appointment gen approaches. The result is better appointments, with better resulting intelligence and with less overhead.
  • ACTIVE MEETING CONFIRMATION is employed from the time the prospect agrees to the meeting all the way through until the day of the scheduled appointment.
  • ACTIVE APPOINTMENT HAND-OFF is executed during the event itself to deliver the highest possible positive experience and outcome for the prospect and the client.

Success Guaranteed

The human factor is prevalent in AAG so we take responsibility for delivering a successful result for every single appointment held at a trade show.

  • For the client (exhibitor or attendee), every trade show using AAG has many more conversations with far better prospects which naturally leads to measurable improvements in marketing ROI and sales revenue.
  • A company that employs AAG effectively will literally have an UNFAIR competitive advantage due to the far superior expected results at a fraction of the total cost of sales %.

AAG is the first disruptive marketing approach that improves results at every stage of the marketing process AND even allows you to scale the success simply by increasing your investment into trade show marketing.


With AAG, our clients choose who they want to meet with at an event. We work together with our clients to break down the list of attendees into a much smaller approved list of targets that fit the profile your company is focused on.


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