You have just exhibited. You believe you were successful. Compliments were paid about the look of your stand and your brand. Your products were well received. You are anticipating a substantial return on your investment. You are tempted to commit for the next edition.
Euphoria may now affect your objectivity. As a professional entrepreneur or manager, you would measure every aspect of your business performance – sales, gross margin, costs, profit, future prospects, asset value, future investment, human capital etc. Strangely the same discipline and evaluation is rarely applied to exhibiting, or indeed, to any live “face-to-face” marketing activity.
When it comes to trade shows, or indeed any form of live marketing, professionals often fail to determine what they want to measure in the first place, and then how to do it. The perception is that live marketing cannot be measured.