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How does a company from California meet its first client from Florida by travelling to a trade show in Texas?

The company, San José-based Paytollo, was selling a new smart phone app for toll payments. The customer was the Central Florida Expressway Authority (CFX) in Orlando, one of the country’s leading tolling agencies. The trade show was one of the tolling industry’s premier business networking events, IBTTA’s 2014 annual conference in Austin.

"After several local cold calls to toll organizations, we were pointed to the International Bridge, Tunnel & Turnpike Association conference," Paytollo CEO Abenezer Yohalashet recently told the Orlando Business Journal. The conversation with CFX began on the trade show floor.

Yohalashet “admitted he hadn't considered Orlando,” the news report notes, until he chatted with a CFX contact at the conference. But it turned out that “Orlando is the perfect market for the tech, because out of the 100 million-plus visitors to Florida in 2015, 65 million of them came directly to Orlando. That equals a lot of traveling on Florida's 767 miles of toll roads.”

By February 2016, customers using CFX had downloaded the app more than 2,000 times.

One of the toughest parts of trade show marketing is finding the right place to invest in a show, meet your market, and put your product or service on display. For anyone connected to tolling, IBTTA makes the search easy, by bringing together a smart, concentrated audience of industry executives on the lookout for innovative new products…like Paytollo.


To find out more about IBTTA conferences and trade shows, check out our event listing today or contact Mary Cadwallader, Director of Membership and Business Development.