The Most Overlooked Key to NSBA T+L Exhibiting Success

By Jefferson Davis, Competitive Edge

Guess what percentage of college degreed marketing professionals received exhibit marketing as part of their curriculum? ? 2% ? 7% ? 13% ? 24%

If you guessed 2% you are right. As a nationally recognized tradeshow expert, I am often asked “What is the single most important key to making tradeshows deliver real results for our company?” People expect me to tell them things like “get a better booth location”, “build a bigger, flashier exhibit”, “do a better job promoting your exhibit”, “demonstrate your products better”, “capture better leads” and things like that.

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