Why Your Trade Show ROI Is Suffering and How to Fix Your Sales Team's Booth Strategy
About this episode
This episode discusses how to improve trade show ROI by implementing effective booth strategies and conversion systems.
If you're spending $50K+ on a trade show and hoping it works… you've already lost. Most booths don't fail because of traffic. They fail because no one knows how to convert it. And the worst part? You won't even realize how much money you left on the floor. This episode breaks the illusion that trade shows are about "showing up." They're not. They're about engineered attention, controlled engagement, and conversion systems that most companies never install. Kayvon sits down with Anders Boulanger, a trade show performance specialist who's worked inside everything from $10K booths to million-dollar builds. What he exposes is simple: Most companies operate like booth buyers. They pay for space, stand around, and wait. The ones who win? They manufacture demand, control the crowd, and pre-frame every interaction before a sales conversation even begins. This conversation goes deep into the mechanics behind high-performing booths: Why passive traffic kills ROI, how psychology outperforms design, what actually makes people stop, stay, and buy, and how the best companies turn trade shows into predictable revenue channels instead of expensive brand plays. If you've ever questioned whether…
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