Entrepreneur Nancy Crossley divides trade shows into three categories: those for the professional community, those for retailers and distributors, and those for consumers.
When it comes to her makeup sanitizer product, BeautySoClean, her experience on the circuit started by interacting with her peers at the International Make-Up Artist Trade Show. "We really needed to build our credibility and support system in the professional community," she explained.
Once she convinced the pros to use her product, she figured, it would only be a matter of time before consumers would want it too.
Ms. Crossley chalked up the success of her company to filling a gaping hole in the market, but she also cited trade shows as a pivotal strategy. Read more about her here.
She joined us for a discussion to talk about how to navigate the trade-show circuit and successfully promote a product. Read an archive in the box below. Readers using mobile phones can check it out by following this link.