The reason trade shows are difficult for most companies

It’s a process, not an event.

Seth Godin’s post The reason social media is so difficult for most organizations states:

…putting up a trade show booth is an event…Processes build results for the long haul.

I agree - somewhat.  The reason trade shows are difficult for most companies is because they see it as an event instead of a process.  Your trade show strategy should be an integrated part of your overall marketing strategy.  It’s not just a custom exhibit with staff stuffed in it.  A properly executed trade show has a strategy for before, during and after the show.  A trade show is an event that has process.

Do you want better trade show results?  Maybe you need to change the way you think and plan.  Get in for the long haul.