Rethink Tradeshow Benchmarking to Increase Success

Meetings By: Charlie Robinson

Measuring the success of tradeshows has always been about numbers and size. But expo organizers can build better, more sustainable events by rethinking and widening the way they measure and benchmark success.

Measuring our tradeshows is all about numbers and size. Growth—whether in attendees or exhibitors—is one measurement of success, and cash flow is another, which, on the revenue side, means bigger numbers. But, in today's business environment, is size still the best measurement of success?...