Goals should be:
Realistic: Your goals need to be attainable, but still challenging
Specific: The goals should be very targeted and clear.
Understood: From top management to floor staff, your goals must be communicated clearly so that everyone is on the same page and knows the objectives of the exhibition.
Measurable: How will you track this goal, there must be a specific plan in place to measure what you are aiming to achieve
If you achieved your set goals, it is likely that appropriate marketing and exhibition strategies were chosen.
If you did not accomplish your goals, thorough evaluation will be needed to see what modifications and adjustments are required for future events to achieve success.
The most common and useful metric exhibitors use for goal measurement are listed below. These metrics are not necessarily the ones you have to choose, the key is to use a combination of quantitative and qualitative measures to build a comprehensive picture of exhibition success.