Next time you go to a trade show, have a look at the trade show exhibits. It's worth having a look around, seriously. A decent trade show exhibit will be one that actually gets potential buyers to step up and ask for the information, give their contact numbers, you know, become a target for your sales efforts.
You don't have to spend a fortune on one, of course (unlike some of these quite gorgeous trade fair exhibits) you just need to have the appropriate display of what it is that you do. It's fine for a small cmpany to have a small one, a large company to have a large one. That's not the point. It's that the potential customer should be able to get a decent idea of what it is that you do, how you do it....and of course, get the impression at least that you do it extremely well.
That's why a trade show exhibit is a crucial part of your marketing mix. It's your opportunity to stamp into the minds of your potential customers who you are what what you do.
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