Show and Sell; Annette Scott Reveals Why Exhibitions Are the Key for Successful Merchandising

Byline: Annette Scott

It has traditionally been a straightforward task to justify attendance at exhibitions.

They afford an opportunity to get in front of existing and potential customers, as well as a platform to exchange news and views.

Here in the heart of England we have made a name for ourselves - through the NEC and other venues - as a place where people choose to do business.

Like recessions, exhibitions are nothing new to the business landscape. But more and more now, businesses are reappraising why they should attend an exhibition - and rightly so.

The commitment involved in attending is not insignificant. There is the time that staff spend away from their "day jobs", the time and money spent setting up for events, or even the chance that an exhibition simply may not work for their business.

My experience is that exhibitions are fundamentally good for business; there is no substitute for looking someone in the eye if you are trying to gauge what they are thinking. The trick - if it is a trick - is to bring a …

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Publication information: Article title: Show and Sell; Annette Scott Reveals Why Exhibitions Are the Key for Successful Merchandising. Contributors: Not available. Newspaper title: The Birmingham Post (England). Publication date: June 12, 2009. Page number: 18. © 2009 Birmingham Post & Mail Ltd. COPYRIGHT 2009 Gale Group.

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