They’re Just Not That Into You - TSI9.5

A lot of exhibitors (as well as some show organizers) still take the “Field of Dreams” approach to trade shows, believing that all they need to do is be there and the attendees will be magically drawn to them. But the fact is that a very small percentage (if any) of the people walking the aisles are there specifically to see what any given booth is offering. First of all, are you even exhibiting at the right show? Are attendees at that