Evaluating the effectiveness of your trade show results pays large dividends in improving future efforts. Be sure to consider the following areas.
Results Relative To Show Objectives & Goals
- How well did the show meet your show objectives?
- How well did staff performance match with stated goals (e.g., lead volumes)?
- Were the show goals relevant and realistic? Can they be improved?
- Did you select the right show? Did it provide adequate access to your target audience?
- Should you exhibit at this show again?
Show Planning
- Were your plans complete? Can they be improved?
- Was your show budget adequate? What opportunities are there for improving cost/benefit?
- Was your space selection optimum?
- How can your booth and graphics be improved?
Show Execution
- How effective was your pre-show promotion? How can it be improved?
- Which of your products or services generated the most interest?
- What were you unprepared for?
- Did you have all necessary paperwork, tools, etc.?
- How did you compare to competitors?
Staff Effectiveness
- Did your staff present a consistent image?
- Did your staff effectively deliver your key messages?
- Which staff members performed best and why?
- Is your staff selection criterion adequate?
- Was your pre-show training adequate?
Post-Show Follow Up
- Did all leads receive a follow-up letter and appropriate collateral material within two weeks of the show?
- Did sales staff follow-up on all high potential prospects with a personal phone call or visit within two weeks?
- Is your lead tracking system working?