Blog
Trade shows, follow-up and ROI: field notes.
What happens to your stand if setup goes wrong (and who pays)
A broken panel two hours before opening isn't your problem. Until it becomes one.
The three moments of follow-up
A trade show follow-up is not one email. It's three moments, and almost everyone skips two of them.
AI isn't the point
An SME exhibiting at a show doesn't care what technology runs underneath. It cares that the contact gets a sensible message in time.
The problem isn't the leads
It's almost never the real problem of a trade show to collect contacts. It's what happens the day after.
The business card drawer
The most common scene in 25 years of trade shows is not an empty stand: it's the business card drawer that stays shut.
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