At the right show?

Recently a colleague related a story about a client's confusion over a show.

There are a number of shows in several industries that have similar names. In this example, the client thought they were going to the Dubai Air Show, when in fact, they had booked space at the Dubai Airports Show. The former is a defense and aerospace show on a par with the Paris and Farnborough Air Shows. The latter is an equipment and services show for the commercial or civil airport markets.

Fortunately for the client, his trade show service provider was able to flex with the situation and save the day. Appropriate graphics and booth properties were substituted in a 6-hour span and the on-site sales guy was pacified and able to sell in the space.

However, it is important to make sure that, either as a client or an advisor, that the right show for the right audience is chosen before you pay for space.

TTSG