Why Marketing Should Own the Entire Tradeshow Process
August 5, 2026
For decades, the tradeshow playbook has looked the same at almost every exhibiting company: Marketing plans the booth, sets it up, and runs the campaigns.
For decades, the tradeshow playbook has looked the same at almost every exhibiting company: Marketing plans the booth, sets it up, and runs the campaigns.
Tradeshows are getting more expensive every year. Floor space, freight, drayage, labor, travel, hotels. The investment keeps climbing. Yet one thing hasn’t changed in decades: most exhibitors still don’t know how to produce measurable ROI from that investment.
