Why the Old Trade Show Playbook No Longer Works - TSI21.4

Episode notes

Back in the “old days” (the early 2000s), trade shows were typically seen as a necessary line item in the marketing budget. Decisions were based on things like: “We always go to this show … all of our competitors will be there.” Success was measured in booth traffic and the number of business cards collected or badges scanned. But that just won’t cut it anymore!

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