Most trade shows that your business attends will also include your closest competitors and startup companies looking to establish themselves in the market. If you can, take time to visit these booths and walk around the floor trading ideas or gathering business cards from exhibitors.

Walking the exhibit floor during your own show allows you to see what other companies are promoting and how they are doing it. This gives you an idea of where your industry could be turning and also allows you to observe successful messages, booths and presentations.

This time spent on the floor can give you an idea about what your company is doing right, or subsequently doing wrong. It also allows you to see what areas you may be able to corner in the future and opens the door of communication between yourself and competitors.