Trade shows are a major investment of time, money, and effort. Between booth space, travel, lodging, design, production, and staffing, the costs can add up quickly.

Trade shows can be one of the most powerful opportunities for businesses to generate leads, build relationships, and showcase their offerings. Yet, despite the thousands of dollars companies invest—between booth rental, design, staffing, travel, hotels, and meals—much of that investment often goes to waste.

Trade shows can be powerful business drivers—but only when approached with strategy and precision. Too often, companies focus on flashy displays without aligning efforts toward meaningful post-show engagement.

Every person your company has attend a trade show costs your business at least $2,000 out of pocket — for registration fees, air fares...