"I see our trade show and event budget remaining relatively consistent with 2010 spending, but the dollars will continue to be reallocated to events that produce a higher ROI. Over the past couple years, PureSafety has gone from participating in over 50 regional and national events to 35 in 2010. We have shifted our focus in two key areas. First, fewer regional trade shows in favor of national events that provide PureSafety with access to more qualified buyers and showcase our software solutions in an environment where we can dominate—for example, bigger booths tied with promotions and entertainment. Second, an increased focus on PureSafety sponsored events that now include an annual customer user conference, regional knowledge exchanges and customer/prospect/partner appreciation events tied in with a few key national trade shows."