The price of light is less than the cost of darkness.
Arthur C. Nielsen
Think of metrics as street lights on the highway to success. They shine light on where you are and where you’re headed, adding definition to the darkness. Arthur Nielsen, founder of the global market research firm ACNielsen, said it best when talking about the cost of not fully understanding how your business is performing: lost revenue and overlooked opportunities.
Would you drive your car to work blindfolded and unable to see just because you take the same route every day? Likely not, but running a trade show program without metrics can be just as dangerous to your future. What can measurement illuminate for you? Objective measurement:
Visit mg at EXHIBITORLIVE 2017, Booth #1341, to learn more about using measurement to improve your show floor return and attend a 20-minute “Measurement: simply illuminating” education session Wednesday, 3/14, at 1pm.