The ABCs of Exhibitor Education
The article is about helping exhibitors master the basics source. By focusing more of the efforts on helping the exhibitors have the proper perspective on who they can see and what they can accomplish, they'll have a much better attitude toward learning how to exhibit correctly. The actual plan of attack -- booth design, pre-show and at-show promotions, booth staff and post-show follow-up -- can be created after the "who" and the "what" are clearly defined. The bad news is that creating "correctly educated" exhibitors is not an easy task. One will need a permanent, ongoing exhibitor education program. But on the other hand the good news is that one end up with happier exhibitors, who will clearly see the value in the show. They will become an outside sales force, by referring the show to potential new exhibitors. The annual turnover rate will drop, thus cutting the costs for replacing them. Read the article to get more details.