On the other hand, if you were selling production software the targeted group is good. The makeup of the group is readily available from show organizers. At least not to me or my clients. Depends on the show. Yet in the fashion industry, virtually all purchasing is done at shows.
Buyers come to place orders.
For purchasing of computer systems, I always recommend clients go to trade shows to see what is being offered, select a couple that look good, and set up appointments back at their office. If you are good at what you do, and can differentiate your company, you will win in this situation. For a novice exhibitor you will be destroyed. If the location was bad because of the lack of traffic, that's your fault for not looking at the floor plan ahead of time and determining if the location was feasible. Obviously it has to be in your market area.