Most people who handle trade show participation for their companies are not full-time events people* and this can cause problems when it comes to making the most of the opportunities that trade shows offer. Trade shows are different to the other forms of marketing that most exhibitors are familiar with in their normal “day jobs’ and this lack of familiarity combined with lack of preparation can lead some participants to question the value of their spend post-event when they become unsure as to whether or not their participation has been effective. This white paper presents a clear and logical structure for successful participation in trade shows whatever the level of exhibiting experience. It will be highly beneficial for trade show newbies and for show veterans who are always looking for new ideas and new strategies to improve results. It answers many of the questions commonly encountered by show management in their conversations with exhibitors and each of the 15 chapters within the white paper is a self-contained tactic that can be applied to address the problem highlighted at the start of the chapter.

Download at exhibitorsonly.biz