Design Search / Trade Show and Event Tips / General (but important) Stuff /

Post Show: What's Done is Done

Post Show Review

  • Assessing your Return on Investment (ROI)
  • Have your show objectives been met?
  • Conduct a post-show review with all staffers
  • Be sure to reward your hard-working staff for their efforts

As the trade show begins to wind down and you and your staff hustles to score those last minute leads, it is time to reflect on your show experience. You will need to determine whether there was a return on your investment, if all of your show objectives were met, and finally, what you have learned.

ROI

There are some basic methods you can use to assess your return on investment. Add up all the leads you’ve acquired during the show and compare them with your projected estimates. If there were any in-booth surveys conducted, you can total those as well. Such surveys are a great way of getting visitor feedback and will give you some idea of attendance and level of interest. Hire a clipping service to keep track of any news coverage your company may have received in connection with the show. You can look at how many promotional items were distributed, and how much literature people grabbed, but this is a crude measurement of success at best. Much later, you will track your sales from the show and factor these into your ROI analysis.

Comparing Your Results to Your Goals

Have all your show objectives been met? Did you gather the number of leads that you anticipated? Did you meet your sales quota, if you had one? How did your booth staff function under pressure?

It is a good idea to do a post show review with all staffers regardless of whether they are temporary help or your employees. Ask them if they have any feedback on how they felt the show went. Ask your staff about what worked and what did not. Which versions of the pitch worked best and which fell flat? Were there a sufficient number of promo items and brochures? How many people watched your product demos? By asking these questions, you will discover decisions that worked and those that didn’t. By conducting a thorough post-show analysis, you can improve your performance at next year’s show.

Reward Your Staff

When the show is over, be sure to reward your hard-working staff for their efforts. You can take the team out for lunch or hold an office party. Be sure to make everyone feel appreciated. You can also set up incentives ahead of time by giving away prizes to those who generate the most qualified leads or achieve some other objective. Remember, your staff members are the key to your success at a show, so let them know they are valued.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next show.

Article Author:

Mel White
Classic Exhibits Inc.

Add designs and photos to your personal gallery simply by clicking on the +My Gallery links

Then email your "My Gallery" to colleagues, friends, or your favorite exhibit designer. There's no better way to begin designing a display that reflects your exhibit marketing goals.

Note: My Gallery uses a temporary browser cookie to store your gallery. We recommend that you send your gallery to your email address if you need to retain it for longer than 30 days.

  • Production lead times are based on business days and DO NOT include any shipping days.
  • Production-ready artwork (when applicable) must accompany the order confirmation. Delays in uploading artwork may lead to expedited charges or shipping changes.
  • No order will be released to Production without a signed order confirmation.
  • Shipping is based on the availability of materials and graphics. Additional charges may apply if materials or graphics must be expedited.
  • Shorter lead times may be available based on schedule openings in Customer Service and Production. Rush charges may apply.
  • Standard lead times do not apply to orders of multiple quantities.
  • Please check for product availability on ALL RENTAL exhibits.
Exhibit Weight varies depending on the packaging and the shipping method. Variables include but are not limited to:
  • Dimensional Weight vs. Actual Weight: Dimensional weight is defined as crate or case size. On most air shipments, the dimensional weight exceeds the actual weight
  • Portable Cases vs. Wood Crates or Molded Tubs (where applicable): Exhibit designs that require one wood crate would require multiple portable cases. Selecting one vs. the other affects the total weight (dimensional or actual).
  • Freight Carrier: LTL carriers (Less than Truckload) quote freight based on space used. UPS, FedEx, and air freight carriers quote freight based on either the dimensional or the actual weight of the shipment.
  • Freight Service Level (number of days): Service levels range from Same Day Delivery to Two Week Delivery.
For more information about exhibit weights and freight options, please contact your local exhibit representative.
Electrical, Cord, and Wire Management varies depending on the display and each exhibitor's requirements. When ordering your trade show display, consider the following electrical/wire management issues and discuss your options with an exhibit professional:
  • Inline vs. Island Displays
  • Lead Retrieval Devices
  • Computer and Monitor Cables
  • Demo Equipment
  • Overhead Lighting
  • Grommets and Grommet Placement in Counters
  • Overhead vs. Floor Power Supply
  • Flooring and Electrical Wiring
  • Options for Hiding Cords and Cables
  • Flat vs. Round Electrical Cords
  • Multi-Plug Outlets and Extension Cords
By reviewing your wiring options BEFORE you order your display, you'll save TIME and MONEY and ensure your exhibit exceeds your expectations and your installation is trouble-free.