Alec Hartmann is the co-founder of TechDay So you’ve decided to invest in attending a trade show? Great news. You’ve cast aside the naysayers who told you trade shows are either too noisy, too crowded, too expensive, too hard to calculate actual ROI, or all of the above, and you and your co-founder are flying to New York, or Austin, or Las Vegas, or some convention center to wheel and deal.