Trade shows are not just about exhibiting and getting the word out about your company. They’re also a great way to learn about your competitors. So why would you want to conduct some type of competitive intelligence gathering at shows? First of all, you can often gain information that wouldn’t otherwise be accessible to you. There’s also the opportunity to see your competitors in action with their clients and prospects, and to discover some of their marketing strategies. You can learn about their upcoming products, services or technologies, as well as any changes in pricing or distribution. And of course