According to a former marketing professor of the Harvard Business School, Thomas Bonoma, “A tradeshow offers a valuable opportunity to introduce products and services and assess preliminary customer reactions. It is an inexpensive test market with a self-selected, invited audience likely to be critical, but appreciative.”
As soon as I saw these lines from a white paper published by Catalyst, a custom exhibit house based in Chicago, I realized that Mr. Bonoma’s premise perfectly articulated the essence of trade show exhibiting. Trade shows play a major role in testing your product or service with an audience in your target market, without spending extra dollars in advertising or focus group discussions.
And with the current state of the economy, attending and participating in trade shows makes financial sense. You have an all-in-one setting where you can promote your company’s products, gather feedback and strengthen your brand.
Mabel Kenyon
Marketing Communications Coordinator
Subscribe