Which of the following does the article "Communicating the Value of Trade Shows" recommend show managers do when selling booth space?

The recommendation to deliver proof of quality buyers at the show emphasizes the importance of demonstrating the potential return on investment (ROI) for exhibitors. Show managers need to effectively communicate the value of participating in the exhibition by showcasing the demographics and purchasing power of attendees. This can involve providing data about past attendees, testimonials from previous exhibitors, or highlight significant companies that regularly attend the show. By focusing on quality buyers, show managers can create a sense of credibility and urgency, encouraging exhibitors to invest in booth space knowing they will have access to an audience that is likely to generate sales leads.

This approach aligns with best practices in trade show marketing, where the goal is not just to fill the exhibit space but to attract exhibitors who can benefit from the quality of interactions that the event facilitates. Establishing the presence of valuable prospects can significantly influence an exhibitor's decision-making process when considering participation in the trade show.