Trying to justify the costs of trade show participation can be a daunting task for trade show managers. Many of the benefits of exhibiting just don’t show up on company spread sheets. Here is an article that just might make that task a bit easier the next time you walk into your CFO’s office. It’s a piece written by Jefferson Davis and it deals with the Cost Per Interaction formula.

A Simple Technique to help Exhibitors easily cost justify their participation.