While I was researching for materials for the next issue of our electronic newsletter, I came across a very interesting process called “trade show intelligence.”

It works the same way as competitive intelligence or 'CI; as marketers refer to it. This acceptable business practice involves gathering and analyzing information about a competitor’s products, brand and services right from the show floor.

Other exhibitors go as far as hiring external consultants to collect information on their competitors. If you think about it, it seems more efficient than sending people from your own organization to attend a show and pose as prospects. Why? There’s a huge likelihood that your competitors will recognize someone from your team, despite the fake names and creative disguise. As a result, you will be given little to no information at all.

With all these things going on, you can’t help but be suspicious of visitors who drop by your booth the next time you exhibit. I know I will be, especially after Google provided me an interesting list of companies who offer this type of service.

And speaking of exhibiting, we’ll be at Exhibitor 2008 on March 10 to 12 at the Mandalay Bay in Las Vegas. If you will be attending the show, stop by our booth 1137 and learn more information about our trade show products and exhibitor services. You don’t need to hire an external consultant for that nor pose as a prospect with an uncomfortable wig.

You can also request for a VIP Guest Pass (valued at $100) to gain free admission to the exhibit hall and exciting networking events at the show. Just email me at marketing@nomadicdisplay.com.

We look forward to seeing you there!

Mabel Kenyon
Marketing Communications Coordinator