It’s been called the amazing hidden industry because billions of dollars are spent each year on it and the public rarely sees the output.
Just how does the business-to-business trade show industry work and who is behind it all?
Companies doing business with other companies rely on the face-to-face marketing and selling that trade shows offer. In the past year, over $13.2 billion dollars were spent on trade shows in the US alone with projections of 2 percent growth per quarter. A big part of trade shows are the exhibits and displays that companies rely upon.
Our guest today has spent her career building and managing relationships and exhibits around the world. Let’s talk with Elizabeth Smalley about what it takes to be successful and have staying power in the trade show industry.