The three-day workshop is designed to give the attendee insight into the trade show environment, how to run a proper intelligence gathering operation at tradeshows and how to protect your stand from others.

Trade shows have become an integral part of many companies marketing strategy, and annually thousands of companies participate in shows and exhibitions to attract new customers. In effect, it means that information is freely available to those willing to ask the right questions

Gathering information at tradeshows is however not something that can be approached on a "see what you can get" basis and it takes insight and planning to gain the maximum amount of information on what you really need. If the operation is planned well in advance and the right type of person assigned to the project, it could uncover information that was previously thought unattainable. This workshop will show you how to do it.

It is also an environment in which your company can be a target for other competitors. Learn what to look out for, who to look out for and how to organise your stand to minimise your risk. Companies will be astounded when they find out how much can be learnt by just observing a tradeshow stand.

This workshop will give insight in respect of how to plan and conduct oneself at these shows, without degrading the experience for visitors to your stand. One of the direct results of this is that you will be capable of better interacting and communicating with potential clients!

The topics that will be covered are:

• Introduction to tradeshows
• Planning the intelligence operation
• Setting up the management room (War Room)
• Elicitation techniques
• Counterintelligence
• Practical exercises