The art of exhibitionism

For many IT companies, trade shows form the single biggest part of their annual sales and marketing budget. Yet how often do you come away with the nagging feeling that it was not worth the time and money in exhibiting - a question which may regularly be asked, rather more pointedly, by your board of directors?

David Freedman, IT sector head of Huthwaite International, looks at why people are key to making the most of your exhibition investment.