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5 Key Questions to Answer When Analyzing Post Exhibit Results
Upon returning back to the office after an exhibition, it is important to ask some key questions to analyze your results. Whether you are completing a post-show analysis to present to others, or only using it for your own information, it can reveal valuable insights. Here are five areas to analyze when deciding where you excelled, and where you have opportunities to improve.
- What was your ROI, and did you reach your goals? Assuming you identified your exhibiting goals before the show, it is now time to answer whether you met them. While it may not be necessary for you to have met them all, it’s important to know whether you at least made progress towards reaching these goals. You can measure your ROI in terms of concrete numbers, such as the numbers of leads gathered. You can calculate costs such as booth creation, travel expenses, etc. versus sales closed during and post-show. Just don’t forget the pay-off of exhibiting goes beyond that concrete number, such as exposure and networking. Also consider whether you would adjust your spending next time. Are there areas where you would spend less or more? Learn more about calculating your ROI here.
- Did your exhibit have the function and appeal it needed to attract attendees? How did your booth rank among the competition? Was there anything missing? Was your booth too busy? These are some of the questions you can ask yourself in order to prepare for next time. Maybe it was evident your graphics need updating or you need to add more technology to your exhibit. If you demoed a product, did it go well? Did you have the space you needed? Also, was your brand’s messaging clear? Starting the process early to update your exhibit will save time and money in the long run.
- How did your staff perform? Never miss the chance to consider what you and your team can do better next time. It’s a great way to identify and praise those who stepped up and did a great job during the exhibit. Recognition goes a long way in keeping staff engaged and doing their best work. Evaluate yourself honestly, and look at missed opportunities and slip-ups as valuable lessons. Also consider if you had the right number of staff members. Did you have the right amount of people, too few, or too many? Did staff members understand their specific roles? These questions can help you prepare for the next show.
- Were your marketing strategies on point? Effective pre-show marketing strategies drives traffic to your booth. Sending emails, promoting your exhibit through social media, and offering a coupon for a free gift for visiting your booth creates buzz for your exhibit. Providing sneak previews of what attendees can look forward to, or even throwback pictures from previous exhibits can increase attention as well. Once the show is over, make sure to evaluate how well your strategies worked. One way to do this is to compare numbers to previous years, or measure if you reached your lead goals. Also look at your post-show follow up plan. Were you able to reach out to leads in a timely and effective manner?
- Was this the right show for your organization? Beyond your own performance, it’s important to decide whether the show was worth your time, effort, and money. Shows can wax and wane when it comes to attendance and relevance. Even if you have the best staff and exhibit in the world, attending the wrong show will definitely take a toll on your ROI.
For more tips and information about exhibiting, check out more articles here.
Headquartered in Baltimore, Maryland, Adler Display brings over 78 years of experience to its clients in need of recognition displays, lobby and corporate interiors, custom exhibits, historical timelines, trade show displays, and signage and graphics. For more information about Adler Display, please visit our website at www.adlerdisplay.com or call us at: 855-552-3537.