What lessons does Marlys Arnold draw from small-town communities for trade shows?

Know your “neighbors.” Like a town where everyone knows each other, exhibitors should build real relationships with attendees, fellow exhibitors, and show organizers.

Pay attention to your community. Notice what’s happening on the show floor and look for ways to support and collaborate, not just sell.

Focus on shared goals. In a small town, people pull together; at a show, you’re all there to learn, connect, and grow business, so act like allies, not isolated booths.