From the AAF speech:
There are three things you want to have as the underpinnings of your show program or approach:
If you don't have a strategic direction, it's just a space that isn't accomplishing anything. Know why you are going to a show, how it fits into your program and what it can deliver.
If you don't plan, it won't be worth your time and money nor deliver the results you deserve from all of your efforts. Trade shows and events cost maoney and take time. Plan your work and work your plan.
If you don't measure what you've done, then you won't know what to do next time. If you set clear, measurable objectives before you start, then when you are finished, you'll have something tangible that will help you understand and grow your business.
Lesson learned: be strategic, plan your approach and execute and quantify the results.