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ERIC SINK ON THE BUSINESS OF SOFTWARE by Eric Sink

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Twenty-OneGOING TO A TRADE SHOW

I conclude my discussion of marketing with two articles about the other side of marketing: marketing communications, or marcomm. You have many different ways to promote and tell the world about your product. SourceGear primarily uses only two of them: trade shows and print advertising. Of these two, trade shows are my favorite. This article is a journal I kept during a trade show in 2004.

FRIDAY, MAY 28, 2004

Monday, 7:30 a.m.

I arrived in San Diego yesterday for Tech-Ed 2004 where SourceGear will be an exhibitor. Like most events of this kind, Tech-Ed is both a "conference" and a "trade show." The conference portion consists of scores of Microsoft product managers telling the attendees how great Microsoft technologies ...

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