OK, it’s slow and it seems there is nothing to do. Well, quite the contrary, get out the calendar and let’s do some planning.

Each trade show program and calendar are unique, but many milestones are common. When is your keystone show? That is, what are the two or three large shows that anchor your calendar and help you shape your planning and revenue (and sales)? Let’s try a few examples: Read More...

“Walking a show” means just that: you are going to visit a trade show to learn more about it before you choose to exhibit. The idea is that if you get a feel for it by being there you will more than likely understand and make a better judgment of its value to your company than by just reading the contract or prospectus.

Learning about a show is not just knowing how much it’s going to cost you in terms of space and expense to set up your exhibit and bring your staff there. It’s about the environment. You should take the time to buy an airfare and a badge for the show floor because you want to learn: Read More...