IF YOU ARE IN THE GAME OF COMPETITION, YOU ARE IN THE RACE FOR SURVIVAL. AND IF YOU ARE IN THE RACE FOR SURVIVAL, YOU HAVE ALREADY LOST THE GAME
When you exhibit at trade shows, you participate in the marvel of the free market economy: Competition gives way to cooperation. (Not really, but we like to indulge in this game of deception.)
Competing firms agree to present themselves side-by-side, allowing potential buyers simultaneous access to a multitude of choices. Yes, this requires a willingness to face your competition head-on in the exhibition hall.
However, you have much more competition for attendees’ attention than merely your fellow exhibitors.