A lot of tradeshows have been cancelled due to low attendance (which in turn is probably due to slashed travel budgets), but those which remain are that much more interesting.
It’s easy to waste time and money at tradeshows. It’s not just the booth ($2k-$20k) and travel expenses ($1000/day including airline, hotel, rent car, shipping, and buying an extension cable at an outrageously overpriced convention center office supply center), it’s the week of time spent at the show (including travel days) plus weeks of time spent preparing your strategy, crafting your sales pitches, organizing the booth crap, and chewing out the stoned guy at the print shop counter who claims to not see that the “red” in the color swatch is not the same as the “red” in your 6′ x 6′ banner.
Tradeshows are a combination of high-level strategy and low-level minutiae, so a checklist comes in handy. Continue to checklist.
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