At a trade show last week (Discovery 2011, organized by Ontario Centres of Excellence), all the classic errors of trade-show marketing were in evidence: unmanned booths; participants sitting around looking bored; booths where the reps were so happy talking to each other that attendees were afraid to interrupt; businesses that assumed their company name sells itself, so they required no other display material; and booths drowning in ugly signs and charts that conveyed no single comprehensible message.
READ MORE