They’re probably the biggest chunk of your marketing budget but trade shows get little attention beyond does the booth look good and do we have enough give-aways. Oh and for show newbies…where are the free parties. Little attention is given to determining if the event appeals to the right audience. More importantly how do you get just the right people to your booth. Most important how do you measure (quantify) success from the event. Finance already wonders why you spent so much for the event. Life’s a lot easier if you can show them (and your boss) how you met marketing’s objectives and your ROI. [Read more…]
