WHO'S AT FAULT when exhibitors complain that a show costs more than it's worth? Show management, for not delivering the expected audience? Suppliers, for charging a premium for their services? Or the exhibitors themselves, for failing to define measurable goals?
Point a finger at any group, and you'll find cause for criticism. The bottom line is that exhibitor budgets shrank by 36 percent last year, according to the Trade Show Exhibitors Association. Working with less, companies are c