Pre-Show Productivity: Research Competitors to Prepare for the Show Floor and Beyond

1. Appreciate that to hold or increase market share you need to continually identify your competitive advantage.
    
2. Search for an in-depth understanding of the competitive dynamics in the marketplace.
3. Understand that other trade show exhibits are an excellent forum to research and collect information.
4. Know your competitors - direct and indirect (i.e., current market participants, potential market entrants and the providers of substitute products or services).
5. Understand which competitors pose a threat to your company.
6. Develop a list of important differences between your products/services and your competitors'.
7. Determine if the location of their trade show booth is a competitive advantage.
8. Know how long they have been in business.
9. Familiarize yourself with their reputation/image in the marketplace.
10. Check out their market share.
11. Examine their corporate and business philosophy.
12. Know how is it implemented.
13. Be aware of important acquisitions competitors have made in the past year.