Wring the Most Out of a Trade Show

Lobby of Jacob Javits Convention Center, New York Photograph by Jeff Greenberg

Despite repeated rumors of their demise over the past decade, industry trade shows are alive and well. After “completely falling off the cliff” in 2008, the $100 billion trade show industry has been growing nearly 3 percent over the past 18 months, says Steven Hacker, president of the International Association of Exhibitions and Events in Dallas. Beyond the obvious networking, learning, and sales opportunities, trade shows can also be an excellent place to launch a new company or product, Hacker says. I spoke to him recently for tips on how entrepreneurs can identify the right shows to attend and get the most out of them. Edited excerpts of our conversation follow.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.