The Value of Trade Shows

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As a now-retired direct merchant, I enjoyed Jerry Knoll's article ("Merchandising Without a Trade Show," Nov. 21). He hit it right on about the value of trade shows.

Trade shows are actually a good resource for seeing what's out there, what's been knocked off by the mass marketers as well as what some of the trends are in the marketplace ... what's hot, what's not. Taking an associate along is helpful to have fresh eyes and another approach to a given category, plus they then realize that it really is work. And we love it. Enjoy.

I will pass on some very valuable advice that Chuck Williams gave me 30 years ago: "Take the time to walk the complete trade show floor in one direction and then reverse and walk back in the opposite direction." You will be amazed at what you will uncover.

Happy shows to you.

Joan Burden Litle

The Catalog Connection

Lowell, MA


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