By Tricia Mallett, AEM Director of Event Services & Technology

Trade Show LeadsHow many trade shows has your company exhibited at over the years?

I’m guessing if you’re reading this, the answer is probably quite a few. A common frustration among even the most experienced and successful exhibiting companies is the lack of quality attendee data they have been able to collect either prior to or during shows. Sound familiar? Thought so.

According to a study conducted by the Center for Exhibition Industry Research, 84 percent of exhibitors surveyed say “high quality of attendees” is the most important factor when deciding whether to exhibit or expand booth size at a show.

I’m here you tell you AEM hears your concerns, and we're taking action to ensure your company gets the right leads and the greatest possible return on its investments in exhibitions. Here’s how…

Whether your organization is creating a pre-show mailer or scanning badges onsite, we do an in-depth upfront analysis to ensure we are collecting the right attendee demographics for your ROI. As technology keeps changing, so do job titles and solutions relating to our industries. Each year, we ask attendees coming to our show to update their company information along with demographics (job title, business type, activity engaged in, company size, etc.). There’s no repeat button, and there’s no copy and paste. We recognize just how important updated demographics are to securing the right trade show leads, so we take all the necessary steps to educate the attendee on how to provide them.

World of Asphalt 2018 is finally here, and exhibiting companies coming to Houston to showcase the latest products and technologies for the aggregate, asphalt, pavement maintenance, and traffic safety industry sectors need to know how to ensure they get show attendee data of the highest quality.

First of all, show exhibitors need to be beware of the scams. We’ve discovered several companies have recently attempted to sell World of Asphalt 2018 attendee lists. They are not affiliated with our shows and the data they are providing isn’t legitimate. To be clear, the Marek Group is the only vendor offering the ability to select key World of Asphalt attendee demographics in order to send out a customizable postcard on an exhibitor’s behalf.

Secondly, exhibitors can still rent lead retrieval devices through ITN International by contacting the company directly at 1-801-675-7933. If your company is one of the more than 350 manufacturers and service providers who will have a presence on the World of Asphalt show floor this year, consider making the call.

Don’t settle for second-rate attendee data. Put in the effort and make the investment to ensure your company is getting the most out of its time in the booth and on the World of Asphalt show floor.

Tricia Mallett is Show Director for World of Asphalt 2018. World of Asphalt is recognized as a ‘Fastest 50’ trade show for demonstrating the greatest percentage of growth show-to-show. World of Asphalt 2016 won for record gains in both attendance and exhibit space. For more information, visit