Chapter 20
Presenting the Floor Show: Exhibiting 301
IN THIS CHAPTER
Capturing meaningful leads
Entertaining your visitors
Hosting hospitality suites
Handling snoopy visitors
Knowing your competitors
This chapter focuses on helping you get the most out of your trade show participation — from collecting quality information for your salespeople to gathering insightful data on your competition. You’re learning how to be a savvy exhibitor as well as a creative sleuth. The more you know about your competition (and what your customers want), the more you can differentiate your products and services from them. To sharpen your competitive edge, employ the tips in this chapter.
Honing in on Leads
As discussed in Chapter 19, a lead is a connection you’ve made that could “lead” to potential business. Technology has been a boon to capturing leads and it starts when participants register. At registration, visitors receive their nametag or event bracelet encoded with their contact data. A quick ...
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