Trade shows and exhibitions are booming again. Companies are rushing to reconnect face-to-face, build relationships, and capture those crucial human moments that digital marketing simply can't replicate. But here's the reality check: with more events than ever competing for budgets, you can't afford to just "show up and hope."

In today's competitive events landscape, simply counting how many people walked through the door isn't enough. Marketing managers need proof of ROI. Brand managers need to show real engagement. Production managers need to optimise every square meter of space.