Next month, the American Coatings Show and the Adhesive and Sealant Council Spring Convention and Expo will draw thousands of key players in the global adhesives, sealants, and coatings industries to Atlanta and Orlando, respectively. Ideas will be exchanged, relationships will be forged, and new customers will be identified. Even in this digital age, you can’t beat face-to-face connections with potential customers. That’s why the value of trade shows and conferences can’t be overlooked. In fact, at the last American Coatings Show in 2012, 44% of visitors successfully negotiated at least one business deal.¹

Because of ongoing budget issues, many companies are cutting back on trade show attendance. But that doesn’t mean that marketing success needs to take a big hit; it simply means that marketers need to make the most of the shows they do attend.