Free report helps marketers of mid-sized organizations take a more accountable, strategic approach to a marketing opportunity often misunderstood.April 16, 2008- CHICAGO

Millions of dollars are invested in trade shows very year. Yet many exhibitors often walk away with much less than they expected for their efforts. In its newly released “Trade Show Turning Point: How to make it worth the trip” Perspective report, MidMarketer takes aim at changing the trend with loads of practical guidance that will better prepare the marketers of mid-sized organizations to win.

According to Dan Swartz, Executive Editor of Midmarketer.com, trade show underperformance is not necessarily tied to smaller companies. Says Swartz, “It’s almost as if the bigger the company, the less freedom you have to break new ground, and to really use this unique opportunity to leave an imprint.”

Providing sobering insight, the report details where and why many trade show initiatives fail, and what to do. It helps determine when show participation may even be justified. It stresses the need to create more realistic expectations and objectives, while crystallizing the desired attendee response.

Offers Swartz, “Being creative for creative sake with your exhibit booth can be deadly. That’s why we’re big on insisting on a motivation for everything that happens-from what colors you choose and data you collect to the literature you display-if any.” This says nothing of the need to look beyond the show itself-and to be ready with a comprehensive follow-up plan to commence immediately.

The Free MidMarketer Report- “The Trade Show Turning Point- How to make it worth the trip” can be found at www.midmarketer.com

About MidMarketer:

MidMarketer.com provides exclusive content developed from industry experts who are passionate about responding to the unique marketing needs of mid-sized organizations. It offers MidMarketers a wide range of practical tools, including twice-monthly Perspective reports shedding insight on a wide variety of timely strategic, creative and tactical topics. Regularly updated, members can also access certified resources that are handpicked for mid-sized organizations, as well as events focused on topics specifically for them.