Exhibiting at trade shows can be a good way of raising your profile and generating sales leads, but it’s not cheap. Tom Whitney finds out how to get the most for your investment. Trade shows are an occasion when the main players in an industry are simultaneously under the same roof. Attending as a ‘punter’ is well worthwhile if you want to check out the competition and make new contacts; but going as an exhibitor presents an opportunity to make business gains.

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