Title: VP-advertising and marketing solutions.
Fact: Madison Avenue ad agencies are rapidly getting into trade show marketing as a part of broader integrated marketing strategies. They're raising the level of creativity and creating new competition among exhibitors.
Insight: Booth size at trade shows is becoming less important than creativity. Successful trade show marketing now involves direct mail, banners, custom sponsorships, Internet and videotape promotions.
Forecast: The Internet won't displace trade show traffic. Instead, the Internet will become an important trade show information tool, adding efficiency and increasing opportunities for hands-on contact and product demonstration at the show.