Choosing to exhibit at a trade show is a strategic decision. Perhaps now more than ever, the decision "to show, or not to show" is fraught with huge financial risk. Costs for services like labor and freight continue to rise, and travel expenses are becoming an even larger part of the pie.
That said, the trade show arena (the figurative one, not the literal one) offers some unbelievable bargains. The payoff in terms of face-time opportunities with clients and prospects is still one of the most cost-effective and time-efficient ways to connect with your audience.