ROI is just another fancy buzzword that belongs in the same category as synergy, monetize and 2.0, right? Well, yes — and no. It may be everywhere these days, but don’t hold that against it — ROI, or return on investment, is an important part of any business’ strategy, especially in lean times. And if you can help your customers calculate their ROI and show the value of attending shows, they’re more likely to keep buying from you.

“It’s more important now than it ever has been to know ROI; exhibitors are pulling out of shows without any really good idea about what shows they should pull out of,” says Barry Siskind, president and founder of International Training and Management Co. “When you just start chipping your show