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

Every company on the tradeshow floor has a few things in common. They all want to capture attendee interest, and lure them into the booth with the new, the exciting, the irresistible. They’re all facing similar challenges: short attention spans, myriad shows, and increased competition from every corner of the globe.


However, there’s one extra special way that savvy exhibitors can differentiate themselves from their competitors. The company that has the best understanding of their target audience — their wants, needs, problems, and challenges — has the ultimate advantage in the exhibiting forum. It is these companies that take the time to learn about their customers — and more importantly, their customer’s customers — that succeed on the show floor and beyond.

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