Everybody says trade shows are all about the ROI …

Yet most exhibit marketers aren’t doing enough to measure or prove it to their accounting department.

So I invited my friend Rich Vallaster to join me for a candid conversation that puts ROI in context for both exhibitors and show organizers. Listen in as we break down what needs to change in both metrics and mindset:

• Why it’s so important to measure ROI (before someone else does it for you!)
• What show organizers can do to help exhibitors get better results
• How shows can add value for exhibitors
• What some shows are doing to blur the line between education & the show floor