1. Have clear goals and know how to measure them: Why are you at the show or conference? Are you looking for leads, want to spread the gospel of your brand, launch a product or close sales? Answering “Yes” to all of the above is ambitious. Instead, focus on one or two primary objectives for the show. By doing this, you will be able to better plan your staffing and concentrate your messaging, signage and promotional activities around your specific objectives, which will help your efforts be more effective.
2. Have measurable goals: Do you know how you are going to gauge success? Are you looking to garner X number of leads or sales each day? Are you looking for Y percent unaided recall of a new brand or campaign? How or when are you going to measure these things? Don’t rely on serendipity; have a plan for what you think of as success and tangible ways to measure it.