Most companies spend too much money attending too many trade shows, with disappointing results.
One or two trade shows are obligatory for most companies. Showing the flag is a prerequisite at shows attended by your primary customers. But too often companies participate in the wrong trade shows for the wrong reasons. Like a Broadway play, the script, staging, casting, music, rehearsals, administration and marketing are 99 percent of the effort. By the time the curtain rises, the performance is a cinch.