“Showing up is 80% of success in life.”
– Wood Allen
Woody might have a point but, as legions of marketers have discovered, following his philosophy at a trade show produces little more than a pile of expenses.
Look at it this way, showing up does nothing more than put you on equal footing with every other exhibitor on the show floor. The real question is what will you have done to differentiate yourself from the crowd? Success is achieved by those who put in the extra 20% effort, who do more than just show up.
Who’d have thought Woody Allen would have something to say about trade show marketing?