What is a trade show attendee worth to your business?
This is an important question to ask yourself before you exhibit at any trade show. Take a minute to imagine how much income a single attendee could generate for your company if they became one of your best customers. What products would they be likely to buy first? How might they expand their assortment to include more of your line in the course of one year?
Think also about all the referral business they might generate for you in that year, and all the income those companies represent. Multiply that by the number of years you expect to retain that customer. When added all up, I’d imagine the total expected lifetime value of that customer is sky high.