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" ... It’s not just about marketing your company and its wares; a trade show is a great opportunity to catch up on what your competitors are doing. Have a friendly chat and pick up a copy of their promotional material, but also look at what they’re giving away for swag, the size and elaborateness of their booth, how many exhibitors they’ve sent and how their foot traffic compares to yours. If tumbleweeds are blowing past their booth, that’s a sign you need to do some digging to figure out why they seem to be the industry’s red-headed stepchild at the moment. ... "