There is a famous line by Kevin Costner in the movie Field of Dreams, “If you build it and they will come.” That’s a great hook for a movie but in real life, not so much. And if this was your attitude for your last trade show, chances are that your ROI was not as high as you had originally predicted.
If this is the case, there are a few things that you need to change – design, marketing, and increasing value.
(note: This article is targetted towards the small business market that typically books 10′ x 10′ standard tradeshow spots)
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