Everybody says trade shows are all about the ROI …
Yet most exhibit marketers aren’t doing enough to measure or prove it to their accounting department.
So I invited my friend Rich Vallaster to join me for a candid conversation that puts ROI in context for both exhibitors and show organizers. Listen in as we break down what needs to change in both metrics and mindset:
- Why it’s so important to measure ROI (before someone else does it for you!)
- What show organizers can do to help exhibitors get better results
- How shows can add value for exhibitors
- What some shows are doing to blur the line between education & the show floor
Related links:
- “Are Trade Shows Worth It? Private Equity-Backed Companies Want Proof” (Rich’s article on TSNN)
- “What’s Hot vs Not in Trade Shows Today” (also on TSNN)
- “What Trade Shows Can Learn from IKEA” (from the TSI archives)
- “Creating Disruptive Learning at Trade Shows & Events” (from the TSI archives, originally published on TSNN)
- “Trade Show Blind Spots: What Are You Overlooking” (previous TSI episode featuring Rich)
- A2Z Events/Personify
- Rich’s personal website
- Connect with Rich on LinkedIn
About Rich Vallaster
Rich Vallaster, CEM, DES, is the Director of Marketing, Live Events & the Trade Show Wonk at A2Z Events–Personify. He has spent the bulk of his career in the events business, from large-scale outdoor experiences to some of the largest trade shows and conferences in the U.S. He is an appointed member of the Center for Exhibition Industry Research (CEIR) Council and an active member of the International Association of Exhibitions & Events (IAEE) and the Professional Convention Management Association (PCMA).
Rich has been quoted and published in numerous outlets regarding events industry topics. He also serves on several advisory committees and regularly speaks to association organizers, exhibitors, and attendees at events such as IAEE’s Expo! Expo! In 2024, he was appointed to the IAEE CEM Commission and teaches regularly in the IAEE Certified in Exhibition Management program.
He also wrote the foreword for the updated edition of Build a Better Trade Show Image.
