The following was a quote I received from a trade show ad:
I’m sorry, but I could not find this article nor do I believe it to be true. The most expensive cost a small business has is their employee’s time. Trade shows are time consuming. I believe that many businesses can use trade shows as an effective marketing tool. But when you state “most effective” you must quantify it by the business and in comparison to all other marketing dollars.
I am not opposed to testing trade shows, I am simply disputing the claim made above in a supposed Wall Street Journal article.