The ROI Question We’re Afraid to Answer
Whether you’re just starting your collection of event badges or you’ve had to reinforce the curtain rod they’re all hanging from, you know the cycle. We beg for a budget. We promise a windfall of ROI. We show up, we eat, we drink and we “hit the expo.” Then, a week later, someone leans into our office: “So… what did we get out of that trip?” Here's the uncomfortable truth: We don’t go to events to generate ROI. We go to build trust.