Trade Show Booth Staff Training Expert, Susan Friedmann, CSP, The Tradeshow Coach

Why do your customers buy from you? Why do attendees stop at your booth, and not your competitors? Or, if we’re going to consider things from the opposite view, what is happening at your competitor’s booth that draws the crowds — the same crowds that pass you by?

It may seem as if there’s no rhyme or reason behind attendee behavior. It’s an inexplicably mystery why one company attracts throngs of attention while another — perhaps with an equally attractive display, a skilled booth staff, and compelling incentives — stimulates hardly any interest. Analyzing the difference between the two exhibits can be frustrating: there may be no quantifiable, logical reason why attendees prefer one to the other.

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Right now, right this minute, your organization is at a critical juncture! With a tradeshow on the horizon, two destinies await you.

Make the wrong choice, and you’re dooming your organization to an expensive exercise is face-to-face marketing. Valuable time, energy, and resources will be wasted — and you’ll be the one holding the bag. In a tight economic environment where accountability is increasingly becoming the order of the day, that’s NOT a good situation.

Alternately, by being proactive now, you can ensure that you’ll not only have a great tradeshow — but that when push comes to shove, you’ll be able to prove it! Measuring ROI has long been the most problematic aspect of tradeshow exhibiting. The actions you take now will allow you to overcome this traditional hurdle and showcase your team’s performance.

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