Implementing a Trade Show Intelligence Program

Trade shows, conferences, conventions, and industry events offer a rare opportunity to see your competitive landscape in real time. In a single venue, you can observe market trends, emerging technologies, new opportunities, competitor strategies, product launches, partnerships, and acquisitions. Nowhere else can organizations gather such concentrated competitive insight so quickly and cost-effectively. Yet most organizations fail to approach these events with a structured plan, leaving valuable intelligence untapped.

Leveraging a Trade Show Intelligence Program is essential for professionals at every level who will attend or exhibit at industry events. Even managers who are not attending should understand the process so they can set clear expectations, define intelligence objectives, and ensure their teams gather meaningful insights while safeguarding sensitive company information. These events are dense, time-sensitive sources of competitive knowledge - and your competitors are likely mining them just as aggressively. Your team must be prepared to engage with purpose, gathering intelligence while networking and learning.

This course provides the frameworks, templates, and practical steps needed to turn event attendance into a strategic intelligence advantage. You’ll learn how to plan before the event, collect insights ethically and effectively during it, and convert observations into actionable intelligence afterward. The techniques apply not only to trade shows and conferences, but to workshops, conventions, networking events, and any setting where people and information converge.

To fully capitalize on these opportunities, organizations need a deliberate, ethical, and well-rehearsed intelligence collection plan. This course shows you how to build one - and how to ensure every event your team attends delivers measurable strategic value.

Obtain your Course Completion Document

When you successfully pass a test, you will obtain a Course Completion document (this proves you took, and passed, that specific course). Collect the specific Course Completion documents for any given SME roadmap - or what your professor requires. When all are obtained for a given SME roadmap, submit those documents to glenb@market-awareness.com in one email and we will issue you a Subject Matter Expert personalized certificate.

After viewing this course you can take the test below.

A password is required to take the online test. To obtain your password, click here and your email will be verified to see if you're a current subscriber at the Academy. If verified, your password for taking tests will be emailed to you.