The Trade Show Paradox

Concrete trucks are spinning on the show room floor. Virtual reality headsets are transporting people to worksites around the world. Cranes are taking turns lifting gigantic rocks. Screens and signs are filled with fun, dynamic graphics. Business cards are exchanged for chances to win smart-tablets and gift-cards. And the Commercial Truck Trader table is handing out our famous color-changing cups (blue when warm, purple when cold).

The scene of your typical trade show is pretty well known, but it also demonstrates a compelling and complicated paradox that we don’t always talk about, related to just how important the set-up of your booth really is. Continue reading “The Trade Show Paradox”