Making the most of trade shows without being looted

The show is not just for large companies. In fact, according to a recent report, 40,000 French SMEs (i.e. 4% of SMEs in France) exhibit every year. Most of these companies consider trade show participation to be a more cost-effective operation than a direct marketing campaign. But a lack of preparation and organization can prevent you from seizing opportunities.

To ensure that these neglects give way to vigilance, we've included some tips on how to prepare for a trade show and how to "grab" strategic information, so as to get a real return on your investment.