ISA explains this in the exhibitor manual, of course. But we also make sure our show contractor is well versed. Here, it's forbidden. All they can have is small cookies or sweets. To the Europeans, this is an important difference.
Hospitality is a major part of their approach to the trade show sell.
They spend a long time in the booth building relationships with prospects, and they want to treat those prospects well. Elsewhere, they build relationships. At Interkama in Dusseldorf, the 'mother' of all shows like ours, it's not uncommon to hold a one-hour discussion with a prospect. In focus groups that ISA held, both users and vendors urged show management to make their event more like Interkama. Slater faced that same dilemma.