Use Audits To Improve Exhibit Performance
With an increased demand upon exhibitors to justify their attendance at events and the need to measure results -- return on investment and return on objectives -- you deserve good statistics upon which to evaluate events. More than 90 percent of TSEA members reported desiring an independent audit of show statistics to verify attendance. If this is not available to you, create your own audit.
In the meantime, EXHIBITOR Magazine recommends you follow these seven steps to put together your own exhibit audit.
1. Thoroughly evaluate all aspects of your own exhibit
a. Pre-show efforts
b. Message/graphic elements
c. Lead collection process
d. Post-show follow-up
2. Make observations about overall show and traffic density
a. What seems to capture attendee attention?
b. What exhibits are drawing attention and which are not?
3. Observe your competitors
4. Offer attendees a complimentary gift for filling out a survey on your exhibit
a. Multiple choice question/answer
b. What is your reason for attending the trade show?
c. What is your product interest?
d. How would you rate our company's job at communicating its message?
e. What prompted you to visit our exhibit?
5. Survey the exhibit staffers
6. List show leads, number and quality - up to expectations?
7. Combine observations and surveys into a formal report
a. What are your recommendations for your next show?
b. How can you be more effective?
In the meantime, EXHIBITOR Magazine recommends you follow these seven steps to put together your own exhibit audit.
1. Thoroughly evaluate all aspects of your own exhibit
a. Pre-show efforts
b. Message/graphic elements
c. Lead collection process
d. Post-show follow-up
2. Make observations about overall show and traffic density
a. What seems to capture attendee attention?
b. What exhibits are drawing attention and which are not?
3. Observe your competitors
4. Offer attendees a complimentary gift for filling out a survey on your exhibit
a. Multiple choice question/answer
b. What is your reason for attending the trade show?
c. What is your product interest?
d. How would you rate our company's job at communicating its message?
e. What prompted you to visit our exhibit?
5. Survey the exhibit staffers
6. List show leads, number and quality - up to expectations?
7. Combine observations and surveys into a formal report
a. What are your recommendations for your next show?
b. How can you be more effective?
Source: EXHIBITOR Magazine