“Brand awareness.” “Generating buzz.” “Experiential marketing.” Everybody’s talking about these popular business topics today, but how many trade show exhibitors are really putting them into practice? Although trade shows have existed since the days of the Medieval fairs in Europe or the traveling caravans in Arabia, it’s easy to see that today’s shows are far more complex. It’s no longer about simply showing your wares and closing a sale on the spot with a slick sales pitch. Today, the focus has shifted