Banners, countertop signs, posters and a host of other themed marketing tools are usually the hallmarks of the serious trade show exhibitor. Yet did you know that finesse and a good dose of expertise are just as indispensable as a good collection of ad materials? The raw information that comes from success and failure is what trade show exhibitors should know before going for the first time as company representatives. Too often, they are unprepared and uncertain how to navigate the sometimes-treacherous waters of nearby competition and critical consumers.
