The benefits of exhibiting your products or services at a trade show can easily and effectively surpass any other organized marketing communications technique. This is why, people from around the world participate in trade shows every year.
Now, this can be considered as both a boon and a curse. Boon because you have the chance to gain valuable intel on your competitors, learn new tricks of the trade, and interact with people who have been in the same business for long. But, if you do not focus on building a booth that stands out in the crowd, you may lose your chances of having a successful event or generating the kind of returns you desire.