Deciphering Trade-Show Talk

HEADNOTE

The promo materials have more fluff than the pillows at the 'luxury accommodations.'

IT HAS COME TO MY ATTENTION THAT AN ENTIRE generation of younger managers has emerged without ever learning the basics

of TradeShowSpeak, a unique language favored by industry associations and exhibition companies that sponsor these gargantuan festivals of commerce and excess. As a public service to those attending their first trade shows this season (as well as for those who've already attended too many), I offer a Berlitz phrasebook of common trade show terms:

Exclusive Audience: Brochure: Independent research shows that the American Widget Show attracts buyers who don't attend any other trade show, Translation: Attendees can't afford to attend any other show-or to buy anything.

Qualified Leads: Brochure: The American Widget Show annually provides exhibitors with more qualified leads than any other source. Translation: "Qualified," in this sense of the word, means "not dead."