Companies' perceptions of the importance of trade shows may be shifting, according to some industry insiders. A recent survey of 677 companies by Exhibitor Magazine found that exhibitors are spending less and documenting their return on investment more thoroughly.
Does the budget decrease mean that trade shows are becoming less important for U.S. companies? The answer depends on who you speak with. "A trade show is a proven venue," says Carl Berndtson, managing director of Confex Part