Like any business investment, your organization wants to see a return on the money and time it puts into a trade show. Many make the mistake of thinking that merely showing up and talking to a few people is enough. Another common mistake is that an organization puts a lot of effort into the trade show without determining how to measure success. Knowing that you’ve succeeded during a trade show requires a careful approach and hard data. Without that, you’re going on nothing but a gut feeling. You won’t know what you did or how much it benefited or hindered your business.

The date is set, and you’re all booked in to attend a trade show. You’ve been super busy getting everything prepared, designing your booth and letting customers know where you’re going to be. You think you’ve got everything prepared and that you’ve remembered to do all the essential stuff, but are there critical aspects you’re forgetting?