Aeo Howtoexhibitguide

This document provides guidance on maximizing the effectiveness of trade show exhibitions. It recommends setting specific, measurable goals for each exhibition and planning every aspect of the exhibition around achieving those goals. Key steps include preparing for the show through promotions, designing the booth to meet goals, training staff, focusing on prospects during the show, collecting leads, generating media coverage, and following up extensively after the show. Measuring results against goals is emphasized to improve performance for future exhibitions.