25 years ago, while working as in my company's exhibit at the Consumer Electronics Show, an important buyer stopped in. We chatted for a minute when she stopped me and said, "Steve, you don't act like you want to be here." I responded that CES was an important show, so I had to be there. "Maybe so," she said, "but you don't act like you WANT to be here!"

She went on to point out that she had traveled a long way and taken valuable time out of her busy schedule to be at CES. She turned and pointed at all the other Buyer badges walking through the aisles. "You act like pretty much all the exhibitors here. You all HAVE to be here, but you don't act like you WANT to be here. I WANT to be here and so do all those other buyers. Now imagine the opportunity you might have with all of us if you are one of the FEW exhibitors who actually WANTS to be here and WANTS to talk with us!"

It was an epiphany for me. She was right. There WERE a lot of real buyers walking the aisles, and as I walked them myself and watched the other exhibitors, I began to see the tremendous opportunity trade show marketing really brings to a corporation who figures this out.

Since that show in 1978, I became a student of trade show marketing strategy. As I grew in success, I began getting requests from fellow exhibitors to help them, and VOILA, a consultant was born. Now, eighteen years later, I can help you.

If you would like to learn how I can help you generate high, measurable value from your trade show marketing investments, contact us today.

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