Best Internal Approach Taps The Kid In Every Professional

Companies have begun to create trade shows so that employees can present innovative company techniques and unveil new products and services. Such shows are especially appropriate for sales meetings and other types of corporate meetings. The freedom of the trade show gives attendees more control over what is learned and is a perfect counterpoint to the general session where the audience is held captive. The Travelers Cheque division of American Express recently held 10 separate themed exhibits created to take the place of its traditional seminars. At Exxon's annual dealer-distributor meeting, suppliers and vendors are invited to demonstrate their wares by means of booths. Chrysler Corp. has used celebrities to tie a car display to a big announcement show, inviting the audience to the new car exhibit. Pharmaceutical firms also are using the trade show to full advantage. Incentive systems often are used to ensure that attendees visit each exhibit.