1. Preparing as an exhibitor or visitor at a trade show

To get the most out of your participation, which is often very costly, don't underestimate the preparation phase. Don't leave any questions unanswered, and be sure to prepare your staff for the trade fairs too.

First of all, you need to target what you want to know and what information you need to glean. Of course, at a trade show, serendipity and chance encounters can bring their share of interesting information, but it's better to focus on very precise objectives and not lose sight of what you want to find out.