And the show goes on: a strategic review of your trade show may keep your organization from making the same mistakes next year.(Trade Shows) Association Management | March 1, 2004| | COPYRIGHT 2004 American Society of Association Executives. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information) Copyright

EXPOSITIONS ARE FRAGILE. Handle with care.

An exposition is only credible when exhibitors and participants recognize its promise of future productivity and profit. The proof of that elusiveness can be found in an exposition hall between events. Stand in the middle of the hall before your show moves in and you'll see and feel it: nothing. The bare floor is a testament that trade shows have short lives and must be created from scratch every time. This also means that you have an opportunity to constantly refresh your exposition. You can improve on your most recent show ...

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