What goest on behind the scene of a successful trade show? More than you could imagine! First, let’s start with your marketing objective for exhibiting at a particular trade show. So often I hear that companies continue to exhibit at a particular show because, “We’ve always done it and if we don’t our competition is still there and attendees might think we are out of business.” At first glance, this might make sense; however, if you are not getting qualified leads from the show, it’s not worth going. No sense throwing good money after bad.