Trade show strategy is.
In this Event About It After Show, Megan Martin and Martin Fretwell go deeper — specifically into the world of B2B trade shows, booths, budgets, and why so many teams walk away feeling busy… but disappointed.
This is the conversation that usually happens after the event:
When the leads don’t convert
When leadership asks hard ROI questions
When teams realize nothing from the last show carried forward
Martin breaks down the hidden reason trade shows underperform, even when:
Booth traffic is high
The team is energized
The budget was significant
“Everything went according to plan”
Spoiler: the problem isn’t foot traffic, badge scans, or booth design.
In this after show, we unpack:
Why trade shows feel expensive but fragile
The strategic mistake that resets momentum after every show
How most B2B teams accidentally sabotage trade show ROI
What successful trade show teams do differently before, during, and after the event
How to stop treating trade shows like isolated campaigns
What it actually takes to make trade shows compound over time
This episode is especially relevant for:
Trade show managers
Field marketing teams
Event owners
Revenue leaders questioning booth spend
Anyone responsible for proving trade show ROI
If you’ve ever walked off a show floor thinking,
“Now what?”
This episode answers that question.
🎙️ Host: Megan Martin
🎙️ Guest: Martin Fretwell
🔗 Learn more about Event Driven Growth: https://www.eventdrivengrowth.com
🔗 Listen to more After Shows: https://www.eventaboutitpodcast.com
🔗 Follow Megan Martin on LinkedIn: https://www.linkedin.com/in/MeganMartinCMP
📣 Share this episode with the teammate who always says,
“We just need one more trade show.” @EventAboutItPodcast