Stop Wasting Money at Trade Shows

Showing up at a trade show with an attractive booth, a pile of giveaways, and a hopeful smile is not a marketing strategy. It is what Jen Kelly calls “the trade show prayer,” and it can become a very expensive way to wait for something to happen. In this episode of Adrienne Barker Speaks: No Prep Needed, Adrienne sits down with Jen Kelly, founder of New Initiatives Marketing, to discuss how B2B companies can turn trade shows, technical expertise, and strong reputations into measurable business opportunities. Jen explains why successful trade-show marketing begins long before the doors open and continues after the booth has been packed away. From preparing employees to engage visitors to developing a clear message and following up with leads, every part of the experience should support a larger business objective. The conversation also explores the fractional CMO model and why growing companies may benefit from experienced marketing leadership without hiring an entire in-house department. Jen shares how her team supports engineering, industrial, technology, and professional-services companies that are excellent at what they do but may struggle to explain, promote, or expand what they offer. Adrienne and Jen also discuss the appropriate role of artificial intelligence in marketing. AI can support a knowledgeable team, but it cannot replace the industry experience and critical thinking required to recognize when its recommendations are incomplete, generic, or simply wrong. Why “the trade show prayer” wastes time and money How to prepare employees for booth duty What companies should do before, during, and after a trade show Why booth representatives must understand the product or service How trade shows can reveal potential clients, partners, distributors, and competitors The difference between an in-house marketing leader and a fractional CMO How fractional marketing gives companies access to an experienced team Why technical and engineering companies need specialized marketing support How Jen built her company after being laid off during the 2008–2009 recession What women-owned certification can and cannot do for a business Why AI still requires experienced human oversight Jen Kelly is the founder and CEO of New Initiatives Marketing, a woman-owned fractional marketing company based in Toronto and serving businesses across Canada and the United States. After building her career with organizations including Siemens, Motorola, Future Shop, and the Financial Times, Jen launched her own company to provide experienced marketing leadership and execution to organizations that do not have a complete in-house marketing department. Her team specializes in B2B marketing for engineering, industrial, technical, and professional-services companies, helping clients introduce new products, enter new markets, strengthen their messaging, and build marketing systems that support long-term growth. Website: https://newinitiativesmarketing.com LinkedIn: https://www.linkedin.com/in/jenniferkelly/ https://podcasts.apple.com/us/podcast/adrienne-barker-speaks-no-prep-needed/id1736383646 Learn more about your ad choices. Visit megaphone.fm/adchoices