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Trade Show Advice
We have worked with countless exhibitors over the last two decades, and we have witnessed many mistakes that could have easily been avoided. This article will attempt to offer general advice that should help your company have a successful exhibiting experience.
The most important piece of advice we can offer is to be sure that you pick a show that is right for your company. This does not mean that the show has to be an industry specific show in which you are invested, but it does mean that your target customers should be attending and/or exhibiting at the show. For instance, if your company sells subscriptions to women's magazines, you may do better at a show for hair salon products than you would at a show for magazines. The key is to make sure you reach your target audience.
Also, be sure to pick a show that is right for your company's size and budget. You do not want to be the big fish in the small pond, but you don't want to be dwarfed by large companies either. You want to find a show where you can make a big impact without looking out of place.