The Internet and social media have created a fundamental shift in attendees’ goals and objectives in attending a trade show. Today, buyers are doing their research online and creating a shortlist of vendors based on information available online.
They come to your booth already knowing what your products or services can and cannot do for them. They have researched what your current customers and industry analysts think of those products and services and how they compare to similar offerings. If your booth staff is prepared to teach these buyers only what they already know, you are facing an uphill battle.
You must understand why attendees now go to trade shows. They are there to network. They are also there to find new product and service offerings, and they want their specific questions answered by companies on their short list.