I hear it all the time: Tradeshows are a waste of time and money.  We stand around, selling our hearts out, and what do we have to show at the end of the day?  Nothing.

What makes one tradeshow exhibit memorable and another so-so?  What can exhibitors do to get attendees talking after the show?  What can motivate visitors who may have had no previous intention of visiting your booth decide that they definitely have to stop by?

Do you view educating exhibitors as a necessary evil? ? Or do you view it as a means of investing in your exhibitors, something that sets you and your show apart and increases the probability of a greater return on your exhibitors' show investment? ? Which position most accurately characterizes your perspective? The latter is the one that you should both accept and embrace, as it is a key component of ongoing show profitability.