PPB October 2018

Trade Show Success | FEATURE | OCTOBER 2018 | 73 P ulling off a successful trade show exhibition can be likened to the image of a duck gliding over water, with the unseen work of swiftly paddling feet below the surface. Promotional products suppliers display this same cool confidence on the show floor, while behind the scenes the work is fast-paced and often begins months ahead of an event. Conferences and trade shows account for one-fifth or more of planned meetings activity in North America, and The PPAI Expo is the preeminent event for the majority of the industry. Many exhibitors cite product exposure/ new product introduction as one of the primary reasons to exhibit, and most— if not all—value the time they can spend with new and prospective clients.