There’s no lack of industry advice on what and how to measure in a trade show program. Most of it revolves around leads and opportunities, but they’re not the only exhibit metrics worth tracking.
The most successful exhibit programs nurture customer relationships through a series of touchpoints. But which touchpoints are most effective? Which ones need to be improved, re-thought or replaced? Are there gaps in your touchpoints that need to be filled?
Measuring the human, interactive and static touchpoints in your exhibit program is one more way to understand how well your trade show marketing program is working.