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 resultsHow shows can add value for exhibitorsWhat some shows are doing to blur the line between education & the show floor

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