As we collectively bid-ado to the year that was, now is the time to start making serious strategic decisions that will have an out-sized impact on 2021. But even if this year is better than the last (it has to be, right --- right?!), there is still some lingering uncertainty for the business community.
One of the largest uncertainties is the possible return of trade shows. An important channel for many businesses, trade shows make up the second largest source of B2B revenue in the US. With that in mind, businesses everywhere are anxiously awaiting the green light to reactivate one of their biggest channels. But how do you plan for an event that may-or-may-not happen?