Good Idea: Speaking of trade shows, which I was two days ago, next time you go to one, or to a conference or seminar — in fact, every time you go — spend time looking at what your competition is doing. Preferably without judging their efforts. (Those dopes, don’t they know that trend is over, that next year’s will all be three inches shorter.)
See what their signage is saying, what is different/new in what they are offering and featuring. Pick up copies of all their marketing materials. Get on their mailing list. Introduce yourself to those you don’t know and chat them up. We know you will be smart enough not to reveal anything that shouldn’t be talked about. But we don’t know about them, do we?