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Trade shows are one of the most important- and costly- elements of the marketing mix for a product or service. In our three part series, we’ve covered the planning needed before the show followed by the execution during the event.  Now we will cover how you can measure your return on investment (ROI) from all the work- and money- you put into Part 1 and Part 2. As mentioned previously, trade shows are costly requiring a great deal of resources including time and costs associatedwith not only the show itself, but also travel time and expenses.  Some make the argument that the strongest measurement for your return on investment (ROI) is the sales leads generated from the show. However, we ...