Tuesday, August 18, 2009
Trade Show Evaluation
One of the most important part of a trade show is following up on all leads obtained from the event in a timely manner and conducting a post show evaluation. Evaluation is a key component of any marketing technique.
It is the best way to gather all the important information on the last day of the show to hand out a post-show evaluation form to all who worked the exhibit that asks them for their opinions, concerns and suggestions. This data should then be quickly summarized, evaluated and distributed within a week or so to management with your added recommendations to make the necessary improvements before the next show.
Post-show planning includes a multiple contact plan. Call the most serious prospects first. You should follow-up with all your leads within 48 hours of the show by email or phone. Continue to execute good prospecting and sales techniques to develop a healthy professional relationship.
Email all booth attendees who provided contact information (regardless of whether they are good prospects or not)
- Say "Thank You" for stopping by your booth
- Extend the offer of the trade show
- Offer your product/service solutions
With qualified prospects, still send an email, but also state that you will call to arrange a time to meet or discuss next steps.
When you’ve compiled a complete evaluation of the show, a final evaluation should be sent, including a list of recommended changes so at to plan better in the next show. It is also a good time to reconfirm goal of making the trade show exhibit function one that is effective, efficient and accountable and do appreciate the help and support you’ve received.
The post trade show exhibit evaluation is one of the most important tools you have to make known what’s needed to improve, advance and guide the future of your trade show program’s effectiveness.
The uniqueness and beauty of today’s trade show exhibit environment is that it is a live event where modifications, improvements and innovations are necessary.
By effectively utilizing post trade show exhibit evaluations, you’ll stimulate the process of constructing a more intelligent, well respected and supported approach to exhibiting by solving acknowledged problems one at a time while enjoying management’s support and cooperation.