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    eve.” You think to yourself, “At least I showed up. What are they so upset about?”

    Just showing up isn’t good enough for hockey and it’s not good enough for a tradeshow. Sitting at your booth, talking on your cell phone, che

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    Just showing up isn’t good enough for hockey and it’s not good enough for a tradeshow. Sitting at your booth, talking on your cell phone, chec

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    your shoulder pads, your skates, your jersey, your helmet, and your face mask. You are ready. You skate onto the ice; you have a chair with you. You place your chair carefully in the centre of the net, you sit down, you pull out the sports page, and you start reading. The puck drops and the game is on. Your head is down. You are oblivious. You are letting shots get into the net. You are in a different land. You get tossed around as a frustrated defenseman tries to skate into your spot to try to save some shots. But you are in the way, and he too is unsuccessful. You look up and notice that your team is shocked and disappointed with your performance. The crowd is chanting “Sieve. Sieve.” You think to yourself, “At least I showed up. What are they so upset about?”

    Just showing up isn’t good enough for hockey and it’s not good enough for a tradeshow. Sitting at your booth, talking on your cell phone, che

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    he sports page, and you start reading. The puck drops and the game is on. Your head is down. You are oblivious. You are letting shots get into the net. You are in a different land. You get tossed around as a frustrated defenseman tries to skate into your spot to try to save some shots. But you are in the way, and he too is unsuccessful. You look up and notice that your team is shocked and disappointed with your performance. The crowd is chanting “Sieve. Sieve.” You think to yourself, “At least I showed up. What are they so upset about?”

    Just showing up isn’t good enough for hockey and it’s not good enough for a tradeshow. Sitting at your booth, talking on your cell phone, che

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    tries to skate into your spot to try to save some shots. But you are in the way, and he too is unsuccessful. You look up and notice that your team is shocked and disappointed with your performance. The crowd is chanting “Sieve. Sieve.” You think to yourself, “At least I showed up. What are they so upset about?”

    Just showing up isn’t good enough for hockey and it’s not good enough for a tradeshow. Sitting at your booth, talking on your cell phone, che

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    eve.” You think to yourself, “At least I showed up. What are they so upset about?”

    Just showing up isn’t good enough for hockey and it’s not good enough for a tradeshow. Sitting at your booth, talking on your cell phone, checking your email, recovering from the previous night’s wild extravaganza, and waiting for people to come by is equivalent to pulling up a chair on the rink in the middle of a hockey game.

    It’s as simple as this: if you’ve made the decision to exhibit at a tradeshow, then give it all you’ve got.

    1. Play full-out!

    Put away your Blackberries and your cell phones and whatever other cool gadgets you have – you are there to be with your target market so be with them. Do not eat your lunch or your breakfast at your booth. Do not sit at your booth. Do not talk to other booth mates instead of talking to prospects. Do not wait for them to come to you. It’s not like in Field of Dream – just because you built it does not mean they will come – you have to go and get them.

    2. Attend key seminars – and participate

    Before the show, spend some time going through the conference itinerary and iden

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