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Exhibition objectives fall into two broad categories: sales and communication. Measuring sales objectives is calculated by ROI but communication objectives are often considered “soft” and don’t fit the traditional formulas for calculating success. During this session, participants will learn how to qualify their non-sales results through a detailed discussion of the art of measuring soft objectives. We’ll examine how to:
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| • | Differentiate the various methods of measurement
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| • | Determine the soft metrics
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| • | Learn the skill of “testing” soft objectives
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| • | Develop a framework for measurement
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