Here in the northeast, we have been shoveling a lot of snow this year…so this morning out contemplating my next water-logged scoop full, I had this vision. Reduced trade show costs are like fallen snow. Here is why: 1) Like falling snow in New England, the savings accumulate as you get better at reducing these costs. However, unlike snow, you will always have additional things to do with the marketing dollars saved. 2) Like shoveling a driveway, trade show dollars can be saved over a large area.