What is the difference between marketing and sales as applied to the trade show industry? Marketing is anything and everything you do to create demand for exhibit space in your show. Sales is the process of uncovering leads and turning them into paid exhibitors.
Marketing is typically handled by the same staff who do your attendance promotion. Here is what marketing includes:
What you ideally want is exhibitors coming in over the transom due to this great marketing effort. Usually that is not going to happen, so next best is the prospect being more receptive to your direct sales pitch because, for example, they heard the buzz about your show.
Be sure your marketing people understand their role in supporting the sales effort.