Your story is told when you’re not around. Your story is told from the perspective of the people you serve (customers) and the people who do the serving (employees). Do you monitor your story? Have you ever documented what you want your story to be?

A vendor’s trade show ROI comes down to driving quality traffic to the booth. Building it does NOT necessarily mean customers and prospects will come to the booth. Think about diverting your focus and your budget from routine logistics to customer attraction.

A little planning can improve your trade show ROI. You can get a lot more out of it by simply investing in a little thought upfront. The key is, don’t leave “ROI” to chance – decide why you’re going, what you want to accomplish, and then plan accordingly.