Retail strategist Nancy Largay joined Reed Exposition Cos., Norwalk, Conn., in 1991. She has helped create a booming sponsorship department catering to Reed's 300-plus annual trade shows. Examples include Book Expo America, the National Hardware Show and National Manufacturing Week, where everything from the registration area to the floors are sponsored by exhibitors.
Age: 35.
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.
