One of the most important, but sometimes neglected activities after the trade show is to inform the staff which remained at home. As trade shows are sometimes milestones for a market segment, the staff should be informed about what is going on in the market, who are new and old competitors, how do the customers assess their own products and services and so on.

• Reports have to be prepared to inform the different departments: Procurement, R&D, sales, management, production.
• The instruments which can be used are:
  - News letters;
  - Personal meetings;
  - E-mail reports;
  - Staff newspapers;
  - Direct mailings;
  - Company meetings
  - Homepage of the company.