Posted by

Barry Siskind

Community Manager

Last year’s Brand Licensing Europe was so successful that exhibitors demanded the show be expanded to three days: Advanstar complied. But they also took one additional step. According to an article in June’s edition of Trade Show Executive, www.tradeshowexecutive.com , they have taken matchmaking to the next level by adding a formal mentoring program. 

During the fair days (Sept 28 – 30) veteran attendees will act as mentors to junior buyers (protégés). The goal is to make these younger attendees better buyers, to help them use the fair better and give assistance to move their careers along.

The issue has been raised many times about the need to use trade fairs to help foster an industrial community. A formal mentorship program seems to fit the bill nicely.