Rich Westerfield is working on developing a promotional blog for one of his trade show clients.

…I’m hoping that creating a new blog attached to a specific show and the people behind the scenes at that show will provide a differently compelling story than what Gadling is currently providing.”

I think it is an excellent marketing idea and may even improve the quality of the show itself if the organizers really lower the barrier between themselves and their potential attendees and exhibitors. The way to lower the barrier: the organizers must write authentically and frequently about the show and then listen to the feedback they get from their audience. I’ll be watching this one.