Excerpts from Julia Connor’s web site: www.TradeShowTraining.com
 
“Most people think you can just walk onto a trade show floor and do the same thing you do in the office. Not true. Trade shows require any person involved in sales to do a 180 in terms of attitude. There’s a change in control because strangers are calling on the exhibitor and often the exhibitor jumps into full sales presentation – over and over – rather than introducing himself by name and company, listening carefully and responding to the request on behalf of the company, not the individual staffer.
 
Even in this economy, trade shows remain the second largest expenditure of corporate marketing dollars. Trade Show Training, inc. estimates there are 175,000 trade show opportunities in the USA alone each year. These range from the mega-events which make national media to local Chamber of Commerce or association events. The number of similar shows world wide exceeds a million events per year.
 
My opinion is that if the exhibitor thinks it’s a trade then it’s a trade show. It doesn’t matter the press, the hype or the square footage. If the exhibitor thinks his company can do business and make money at the event, then it’s a trade show.”
 
For more tips on the power of 1-to-1 marketing read The Trade Show Reader by Julia O’Connor available at her website: http://www.TradeShowTraining.com