What is the one thing you absolutely must have to successfully exhibit at a conference or trade show?
You have to get the attention of the audience. Until you have their attention, you can’t build relationships or sell your product.
But this is nothing new. Trade shows have roots in the ancient souks of the cazbah, where traders brought caravans of the most enticing wares to bazaars to sell.
These were spectacular festivals, magical and mysterious blends of bartering and one-upmanship.
Much like today’s exhibit halls, booth owners sought to stand out from the crowd. But each successful strategy spread like wildfire throughout the community, nullifying the innovator’s competitive advantage.
As our products have evolved over time, so too have our methods for captivating the audience.