Get the most out of your Inc. online experience by registering and joining the Inc. community today. Get access to all Inc.com content and priority invites to free Inc. networking events in your area.

Login using:


Or login directly through Inc.com

What Can We Do to Attract Attention at Trade Shows?

 

When Peter van Stolk, CEO of Urban Juice & Soda, in Vancouver, B.C., attended a major beverage trade show in 1996, he knew his $2.6 million company--the maker of Jones Soda--needed to draw attendees to its booth. So van Stolk paid temps to stand at the airport gates, holding up signs with the names of famous people on them ("Mel Gibson, Jones Soda, Booth 104"). He also hired people to give away Jones cigars at hotel bars and place Jones stickers in the bathrooms of popular nightspots.

Read more:

  • Meet the New Masters of Cash Flow
  • When It's OK to Ignore Costs
  • Why You Should Pay More Taxes

    • Sign-up for our Finance Newsletter