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Review and Evaluate:
Aquick debriefing at the close of the show should help bring to
light what worked and what didn’t work during your show, thus,
enabling you to focus in on the show’s successes and adjust
your plan for future shows. Some key items of discussion may include:
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- Were the number of leads / orders received in-line with
our expectations?
- Did we meet and attract our target audience?
- Did our booth presence position us as a leader in our
industry?
- Was there enough literature, product, demos, giveaways,
etc. on-hand?
- Did our exhibit portray the image we wanted?
- Was our corporate message clear to those attending?
- What did we learn about our target audience as well as
our competition?
- What worked at the show? What did not?
- Are there areas where we could improve?
- Was there something we saw that might work for our company?
- Did we have sufficient staff to man the booth?
- Was the return on investment in-line with corporate goals?
- What could we have done differently to make our show a
bigger success?
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Don’t just discuss these items. Write down the comments and
suggestions and then distribute them to your marketing / sales staff
with an action plan scheduled for implementation for your next show.
Track the outcome of any changes or new items incorporated and make
those successful ones a part of your standard show procedure.
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