Neil starts the Expo journey by sharing some of his personal Hair and Beauty trade show encounters and a powerful learning experience, from one of the world’s top brands. A lot of companies claim that expos are different these days – they’re no longer about selling – but that’s not always the case. Neil talks about the exhibitors who do best and what they do to ensure they build a successful trade show, right from the start. Want a hint? Having clarity around your purpose, is the key.