Yes, But Only in German... Thoughts on Attending Trade Shows
I learned to attend trade shows in the era when it was crucial to bring back a large bag weighing 80 pounds filled with catalogs, price lists, and product manuals. In fact, I quickly learned to look at the global trade show calendar and sometimes attended regional trade shows just to find new products ahead of the major international events and establish an early relationship with a new company. Those local shows were mainly targeted at meeting final clients and end users for the region, but they were an effective way to meet key people with more time available, and learn how they defined their sales pitch in their own - sometimes more mature - markets.