Trade shows provide a unique opportunity to connect with prospective clients and partners face-to-face, and if done right, they are worth the investment. There's a lot that goes into a successful trade show, and simply showing up won't cut it. To maximize your ROI, you should develop a clear plan for before, during and after the show. How will you encourage attendees to visit your booth? What do you need in your booth to turn a casual passerby into a client? What are your marketing goals for this trade show and how will you achieve them? Use this Trade Show Playbook to get started.