Why Your Trade Show ROI Is Suffering and How to Fix Your Sales Team's Booth Strategy
3/25/202640 min
If you're spending $50K+ on a trade show and hoping it works… you've already lost.
Most booths don't fail because of traffic. They fail because no one knows how to convert it.
And the worst part? You won't even realize how much money you left on the floor.
This episode breaks the illusion that trade shows are about "showing up."
They're not.
They're about engineered attention, controlled engagement, and conversion systems that most companies never install.
Kayvon sits down with Anders Boulanger, a trade show performance specialist wh...
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First 90 secondsKayvon Kay· Host0:00
Welcome back to The Vault Unlocked. Most businesses don't have a lead problem. They don't even have a traffic problem. They have a system problem. And today, we're talking about one of the most overlooked and most expensive places where problems show up, trade shows. Companies are spending $50,000, $100,000, sometimes even more, to show up, set up a booth, and hope it turns into a pipeline, but there's no structure, no engagement strategy, no real conversion system behind it. So what happens? They burn money and call it brand awareness. Today's guest is Anders Boulanger, someone who spent years inside the trenches of trade shows, not just watching them, but engineering them. He's built a completely different approach, one that turns passive booths into high-converting experiences using psychology, engagement, and what he calls infotainment. We're breaking down what actually separates the booths that get ignored from the ones that generate real ROI. Let's unlock it. [lock clicking] [upbeat rock music] So I have to ask, or, or at least put out the statement, 'cause I, I've seen this too many times. Companies, say most companies spend at least $50,000 to go to a trade show, and then they send their worst closers or their worst people there and hoping something