Knowing what you are signing up for when dis
playing at a trade show may seem pretty obvious.
However, I have found that what you are told and what actually happens can be two very different things especially with smaller trade shows.
The huge shows run by specialist companies such as Reed Exhibitions have things down pat. That is their core business and everything is systematized.
Smaller trade shows run by industry or professional associations are mostly run by well meaning professionals who don't have a business background.
They see things from their point of view and often don't understand the small business owner's needs and perspective.
If you are asked to pay a certain price you need to know what you are getting in return. This is a business investment. And it's not always about price. It's about the value of your investment - the ROI.
In the next post, we'll look at what questions to ask to find out exactly what you are signing up for and what they are offering you.
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