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On With The Show

Make the most of your next trade show.

This story appears in the August 1998 issue of Entrepreneur. Subscribe »

When i think about the last trade show I attended, I'm reminded of those "Where's Waldo?" cartoons--where there are so many people and so much going on that you'd have trouble finding poor Waldo even if you had a map and a bloodhound.

Trade show sponsors are good at marketing their shows to a wide range of exhibitors. But because there are so many exhibitors, you risk not being able to realize a payoff for what is likely an expensive venture. Booth space, display equipment, products, giveaways, transportation, personnel, etc., can really add up. These events offer incomparable marketing opportunities, but they won't get you anywhere if you don't plan ahead.

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