Match Game

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Learning the tricks of the trade show

There's no business like show business--of the trade variety, that is. What better opportunity exists to meet and greet would-be customers? Yet as simple as it sounds, exhibiting at a trade show isn't a snap--and, no, we're not just talking about foot fatigue. To do it well, you've got to be something of a showstopper yourself.

Which is where the Tradeshow U seminar comes in. Introduced last year, Tradeshow U provides a thorough grounding in the basics of booth management. "The objective is to educate exhibitors on how best to approach shows," explains Pam Pietrok of GES Exposition Services in Las Vegas, the trade show and event marketing firm responsible for Tradeshow U. "Our goal is to help exhibitors be as successful as they possibly can."

To that end, this $49, three-hour seminar covers everything from attracting people to your booth and establishing goals to doing publicity. To find out more, visit only if you can be trusted with a trade secret.

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This article was originally published in the May 1999 print edition of Entrepreneur with the headline: Match Game.

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