You contract with an experienced independent consultant who will work with you to create the criteria, visit your booth and your competitors’ booths as a show attendee and report back on how you fared with respect to the criteria.

Using an outside consultant means you will receive unbiased information. After the show the consultant will provide you with a quantitative report on how you measured up based on the weighting of your criteria and a qualitative report based on personal observations. The report should also include photographs. The results of this independent evaluation will help you set benchmarks for future performance. .

Both techniques work well. You can choose one or the other or both – it all depends on how seriously you look at your trade show program.

You will have many constructive ideas to incorporate in your future plans. Take this information and file it somewhere where it is easily accessible when you are planning your next show.

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