The New and Improved Matrix Method for Working Large Trade Shows

April 2005
by Robin Bartlett

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If you’re like me and have attended large publishing and educational events, you know how difficult and frustrating it can be to achieve your business objectives, especially if you’re navigating on unfamiliar turf. You know there are people on the exhibit floor who are good prospects for your books, your services, or your new business ideas, but how do you find the right ones? How do you budget and spend your time profitably? How do you check out potential buyers and trading partners, meet them, have a productive dialog, and not get totally exhausted by the end of the day?

I have a solution–Robin Bartlett’s New and Improved Matrix Method for Working Large Trade Shows! (I tweak the system as often as I see ways to make it better.) The Matrix Method is derived from–and tested through–my own experience. As director for new business development for the American College of Physicians, I attend many large medical meetings each year, and I also go to the major American and foreign publishing shows, such as BEA (the annual BookExpo America), ALA (the American Library Association’s semiannual meetings), and the annual Frankfurt and London Book Fairs.

The Matrix Method is a simple organizational tool that will help you use your time productively and focus activity on the booths and prospects that are most likely to produce profitable business relationships, new partnerships, future sales, and network connections.

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