One of the worst reasons for an early-stage or growth-stage company to attend a trade show is because . . .

  •  “Our competitors will be there.”
  • “Everybody goes to this show.”
  • “It’s the biggest show of the year.”

Those, in and of themselves, should not be the basis for deciding whether you should commit the time, money, and attention that a trade show requires. Instead, look at your participation in the context of your next 12 – 24 months of activities, including product development and launches, business development campaigns, the sales cycle in your industry, your target customers and partners, staffing, your fundraising cycle, and many other factors.

Also consider how you can use assets you develop at the show or for the show after the show.

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