16. Trade Shows

• Trade show objectives

  • Selling vs. nonselling

• Selecting shows

  • Who is the attendee?
  • Who is the exhibitor?
  • Is it a selling or nonselling show?
  • What is your potential target market?
  • Cost/ location/ competition

• Manage the exhibit

  • Don’t just exhibit - do something
  • Train salespeople
  • Respond to inquiries
  • Measure effectiveness

• Trade shows in Europe and the U.S.

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