Measuring Exhibition Team Success

Attending an exhibition is a big investment to make, so it’s important to ensure that you have the right team on-hand to produce maximum results. 

So, how can you measure exhibition success from your team?

What are the Different Ways You Can Measure Success?

How do you know that you have achieved success? Well, as with any type of undertaking, the only way to know if it has been a success is to measure it. To do this, you need to set out a goal, or targets, that indicate what you want your team to achieve. These could be things such as:

  • Stand footfall
  • Competition entries
  • Email Sign-ups
  • Conversions e.g. appointments or meetings created.


Once you have your goals decided, it’s time to put in place how you will measure this throughout the event. Ensure you have a system in place to keep track of competition entries and conversions, this may be in note form or recorded digitally.

If you want people to be able to use a tablet to sign up to your newsletter right then and there, make sure to add tags to their details in your email software to keep track of exactly who came through the event.

Measuring stand footfall is much more reliant on your exhibition team and there does need to be a level of trust that they will measure this accurately for you. It may involve using a clicker system to count conversations and individuals who show interest in your stand.

These key performance indicators (KPIs) can then be collected and examined after the exhibition to see how close to the set target they came. These can also be done as a team or on an individual basis.


There are, of course, other factors to consider when measuring the success of your team, other than hard data. Getting sign-ups and conversions are all well and good, but a lot of work goes into the background of an exhibition. It is equally important to ensure that the team can work together as a cohesive unit.

Setting up a strategy to examine what has been achieved by your staff, in a way that the whole team can contribute is a great start. This may influence your decision for your next exhibition team, which undoubtedly will impact your KPI results.

This would help you review which goals were met during the exhibition and give an idea of what could be changed for next time if they weren’t. This will help you get a plan in place for your next event or exhibition and understand which staff members are best in different areas, for next time.

A strategic plan will help you measure if the team worked well together, or if there were areas in which some struggled. It may be that in future you would need to change certain roles within your exhibition team, or perhaps remove some team members entirely – not everyone is suited to fronting an exhibition stand, and that is ok.

Success is a process, not an instant result!

Set a Schedule

Setting and keeping to a schedule is another good way of measuring team success, along with problem-solving. Did those within the teamwork together cohesively? Was everything managed on time and to schedule? If any problems arose; were they dealt with efficiently and calmly?

Visitor Feedback

Finally, a real indicator of how successful a team is at an exhibition is the feedback from visitors. A team that works together knows what their goals are and how to achieve them and will display a confident and capable appearance to visitors.

Use feedback sheets or simply ask how their experience was to measure how comfortable your team were making visitors feel.


If you would like to know more about how to measure the success of your exhibition team or want any other tips on exhibiting, contact 200m2 and speak to one of our experts today.