Competitive Intelligence

Tactical, Operational & Strategic Analysis of Markets, Competitors & Industries

Trade Show Intelligence

Event Details

Trade Show Intelligence

Time: November 16, 2011 all day
Location: i-intelligence Training Center
Street: Zürcherstrasse 46
City/Town: 8400 Winterthur
Website or Map:…
Phone: +41 44 585 39 19
Event Type: training, workshop, osint
Organized By: Corine Löffel
Latest Activity: Oct 25, 2011

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Event Description

A one-day workshop to help business professionals make the most of the competitive opportunities offered by trade shows, conferences and conventions.

Trade shows are an invaluable source of information on your market and competitors. However, most organisations are unfamiliar with the techniques that can be used to gather and analyse this information for competitive advantage. This one-day workshop will show you how. We’ll walk you through the entire trade show intelligence process, from identifying your information needs to communicating your key findings. You will be shown how to gather information on rival products and services, as well as on customer and industry trends. We will also provide plenty of practical recommendations on the tools you can use to support your effort, and how to protect your booth from your competitors.

What You Will Learn

Course Introduction - Introduction to trade show intelligence
- Legal and ethical considerations
Pre-Show Preparation - Identifying your key intelligence requirements
- Developing a trade show collection plan
- Pre-show intelligence gathering
- Assembling and briefing the collection teams
- Tactical preparations
At the Show - Establishing and operating the “war room”
- Executing your collection plan
- Primary and secondary data collection
- Interview and elicitation techniques
- Staffing your booth
- Information security and counterintelligence
Post-Show Analysis - Debriefing your collection teams
- Analysing and evaluating primary and secondary data
- Preparing and delivering your trade show report


Teaching Method: The course combines theory with practical exercises. Participants are expected to take part in group and individuals exercises and provide constructive feedback to their peers.

Instructor: Chris Pallaris

Language of Instruction: English

Fee: CHF 300

Target Audience: Senior and middle managers, marketing and sales executives, R&D staff, etc.

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