b'THE OFFICIAL NFBA MAGAZINEAVOID THESE 7 COSTLY MISTAKES WHEN ATTENDING A TRADE SHOWTradeshowsoffertremendousopportunitiesforboostingbusinessprofits.Yet attendees must plan for success to avoid returning home with nothing more valuable than some vague impressions. In this article, experts tell how to avoid the most common errors made by trade show participants.BUSINESS MANAGEMENTByPhillip M. PerryT rade shows are back. In a post-pandemicAttendingatradeshowcanbe world, businesspeople are returning toexpensive, however, and not everyone exhibition hall floors to obtain profitablegets the most bang from the buck insights only in-person exchanges can provide. invested in time and travel. Its easy People feel that the value proposition of a B2Btofallintothehabitofmaking exhibition is very high, said Nancy Drapeau, VPcommitting common errors. Consultants advise Research at the Center for Exhibition Industryavoiding the following common mistakes.Research (ceir.org). They see tremendous valueMistake #1: Ambiguous goalsand power in the ability to discuss new productsDont attend a show without setting specific goals. with exhibitors, exchange ideas with colleagues,Identify two or three things you really want to attend educational sessions and keep pace withaccomplish that will impact your bottom line, said industry trends. Unlike product catalogs on theMeridith Elliott Powell, sales and leadership strategist Internet, said Drapeau, trade shows let attendeesbased in Asheville, NC. (meridithelliottpowell.com). touch and feel merchandise while establishingIf you succeed in doing those things, the conference vendor relationships that can put buyers in betterwill have been a success.negotiating positions.continued on page: 98 / FRAME BUILDER - VOL6 1'