Most trade show marketing budgets go to the booth. But the booth is where attendees act on decisions they've already made. In Las Vegas, those decisions are often made in the back of a cab on the way from the airport. The show is decided before the doors open 76% of trade show attendees decide which booths they'll visit before they ever walk into the convention center. They build a short list from the exhibitor app, emails, and whatever brands they've seen on the way in. If y