It seems that the necessity to exhibit your product at trade shows is one of those trying truisms in the software industry. Like press releases and advertising, manning a company booth at trade shows is considered de rigueur for a marketing plan.
Product Managers are often called upon to man the booth at shows as well as actively attend speeches and presentations. Because a trade show can easily eat up a week of your time between travel, setup, and the show itself, it’s vital that you attend only those trade shows that net you a positive return on investment (ROI).
Read on for tips on measuring the expected ROI of a trade show.
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