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Focus on quality over quantity.
"People have this idea that a successful trade show is one where you have 10,000 people walking past your booth," says Malcom Gilvar, vice president of sales for the Trade Group, a trade show design and consulting service. "But that can be a barrier to your success." Getting the right kind of traffic to your booth starts before the trade show, with pre-show activity such as e-mail blasts or marketing campaigns. "Define who you want to come to your exhibit and target them specifically," Gilvar continues. "If people did nothing but that, it would be an amazingly successful event."