EVALUATE YOUR TRADE SHOW PERFORMANCE

How well did you exhibit, what was the quality of business generated from the stand and was it an acceptable return on investment.  Complete this simple questionnaire and evaluate your own performance: 

Why did you exhibit?

ÿ       (a) seemed like a good idea at the time

ÿ       (b) the boss said that we should wave the flag

ÿ       (c) the exhibition’s demographics matched our marketing objectives and target market 

How did you fund your exhibition participation?

ÿ       (a) took it out of the petty cash

ÿ       (b) added it to the promotional budget

ÿ       (c) we had planned our participation as part of our annual marketing mix 

How did you choose the exhibition?

ÿ       (a) the organizers approached us

ÿ       (b) we always exhibit

ÿ       (c) we evaluated all other relevant exhibitions that reached our target market 

What action did you take before booking stand?

ÿ       (a) none, as the Organisers said that there were only a few stands left

ÿ       (b) got a quote from a standfitter, to see what it would cost

ÿ       (c) clearly established our objectives, then drew up a budget 

Who was involved in planning your stand?

ÿ       (a) the sales manager got his secretary to handle the details

ÿ       (b) the marketing department

ÿ       (c) we appointed a Stand Manager, who worked with every department 

What plan did you make to build quality traffic to your stand?

ÿ       (a) none, our stand was in a great position

ÿ       (b) we spent a fortune on standfitting

ÿ       (c) we liaised with the organizers and had extensive pre-show promotions 

How effective was your exhibition stand?

ÿ       (a) everyone said our stand looked great

ÿ       (b) our stand was always busy

ÿ       (c) our pre-show and on-stand promotions attracted only quality prospects 

How did you choose & motivate stand staff?

ÿ       (a) we weren’t going to take our best reps off the road, so we hired casuals

ÿ       (b) we called for volunteers, then drew straws

ÿ       (c) we chose people with good personalities and great product knowledge, then gave them real incentives to share in the success of the stand 

How did you manage the show leads?

ÿ       (a) not sure what happened to them

ÿ       (b) split them up amongst the sales people

ÿ       (c) established a lead management programme and will track results for years 

How did you evaluate the return on your exhibition investment?

ÿ       (a) our stand was really busy and we gave out all our brochures

ÿ       (b) we added up the number of lead forms

ÿ       (c) our lead management system tracked results, which we compared with budgeted expenditure. 

SCORE:  (a) 1 point  (b) 5 points  (c) 10 points – HOW DID YOU SCORE? 

10 – 60  Exhibitor training would significantly improve results 

61 – 80  Exhibitor training or coaching would improve performance 

81 – 100  Well done!! 

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