Why Most Trade Shows Lose Money Before They Even Start

Most companies think trade shows are about showing up.

They’re not.

In the latest episode of The Vault Unlocked, I sat down with Anders Boulanger to break down what actually determines whether an event makes money or quietly drains it.

The problem isn’t traffic. It’s what happens after.

Companies spend tens of thousands on booth space, design, and logistics, then leave conversion up to chance. They wait for people to walk by, hope conversations turn into something, and call it “brand exposure” when it doesn’t.

The ones who win approach it differently.

They engineer attention, control engagement, and pre-frame every interaction before a sales conversation even starts. They treat the booth like a system, not a presence.

This conversation goes deep into the psychology behind why people stop, how real-time engagement works, and why most leads never turn into revenue.

If you’re investing in events, this will change how you think about ROI.

You can listen to the full episode of The Vault Unlocked on YouTube, Spotify, or Apple Podcasts.

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Kayvon