Barry Siskind discusses trade shows survival tips you might consider in this tough economy. Find out how you can scale down without impacting your image.  If you find it difficult to measure R.O.I. then you should be tracking R.O.O. (yes he explains what that is).  He offers get advice on balancing the strategic and tactic considerations of exhibiting and gives some compelling arguments why maintaining your presence is the right thing to do.      

Barry Siskind is the author of Powerful Exhibit Marketing. Barry helps companies around the world improve their return on their trade and consumer show investment.