Think of it like this; would the return on a potential investment seem more probable if it was backed by the notion “Our booth was a total success! Packed!” or will it curry more favor when paired with quantifiable data that outlines why it’s a fiscally advantageous decision. To put it simply, you need to measure several key performance indicators (KPI’s) to best illustrate how your trade show exhibit, has, and will perform.
Unsure what to measure? Check out this infographic.