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    • 1.

      The Secret Weapon Every Savvy Exhibitor Should Use


      by Susan Friedman - 2006-11-27
      It's time for a visualization exercise. Are you ready? Picture this: You're standing, with your booth staff, in your exhibit at a large tradeshow. This is one of the best shows you regularly participa...
    • 2.

      Bring On the Baby Eyes


      by Susan Friedman - 2006-11-27
      They say, "you can't teach an old dog new tricks" -- but if that old dog is an experienced exhibitor, he'd better learn some new tricks to stay alive in today's competitive tradeshow environment! Rece...
    • 3.

      Winnie the Pooh™ and You...at the Tradeshow?


      by Susan Friedman - 2007-02-27
      At first glance, there's no connection between Disney's Winnie the Pooh and tradeshows. The same is true of Piglet, Tigger, and the rest of the gang. What could this cuddly group of childhood favorite...
    • 4.

      Betting on your Future? not a Good Plan


      by Susan Friedman - 2007-03-27
      Recently, the lottery in NY -- the state I call home -- reached a record jackpot, larger than ever before. When I penned these words, the grand total of funds just waiting to be won was over 340 mill...
    • 5.

      Athletes Train: Why Don't You?


      by Susan Friedman - 2007-03-27
      There's nothing like watching an athlete at the top of their game -- the sprinter racing to the finish line, the star center sinking the game winning shot. They make it look absolutely effortless, as ...
    • 6.

      Mystery Shoppers Enhance Tradeshow Performance


      by Susan Friedman - 2007-05-06
      Everything's perfect. The display is beautiful, your team is well-trained, you've got fantastic giveaway items and the best pre-show promotion you've ever had. This is going to be the absolute best ...
    • 7.

      Creating a Realistic Tradeshow Budget: How to Avoid Nickel & Dime-ing yourself to Death


      by Susan Friedman - 2007-05-06
      Having a realistic tradeshow budget is crucial for your exhibiting success. It's imperative to include all of the costs associated with exhibiting in your financial plan, yet many exhibitors fail to t...
    • 8.

      Eight Effortless Exercises to Improve Tradeshow Performance


      by Susan Friedman - 2007-06-20
      Tradeshow exhibitors have something in common with the rest of humanity: We'll do what is easy, but avoid what those things we find to be or perceive as difficult. It doesn't really matter what sphere...
    • 9.

      After the Show: Self Analysis a Critical Component to Improve Performance


      by Susan Friedman - 2007-06-20
      Continual improvement is a goal for many exhibitors. Knowing that tradeshows can play an integral role in a company's marketing campaign, they're committed to doing the best job they can this year -- ...
    • 10.

      Protecting Your Interests: Using Competitive Intelligence Gathering Techniques at Tradeshows to Safeguard Your Bottom Line


      by Susan Friedman - 2008-08-29
      "This looks absolutely amazing!" The attendee was smiling, eyes bright, a wide grin.  "If this is what I think it is, I'm pretty sure this piece of equipment will solve all of our problems." He turn...