As a marketing director for four years, the trade show was always, ALWAYS the biggest expense on the budget, the most effort in manpower, and the biggest waste of time on all the impactful things marketing could do.
I remember sitting in my President’s office at my former company in 2018. Our major trade show had increasingly produced diminishing returns. The effort to make the show happen had likewise become increasingly demanding, and the work was coming at the expense of other activities.
