Planning and Logistics

POST-SHOW STRATEGY TEMPLATE TO GAUGE EFFECTIVENESS AND ENGAGE C-SUITES

Published on May 8, 2019 3:59:49 PM

 

H-template for getting your trade show marketing right

 

WANT TO SUCCEED IN YOUR NEXT TRADE SHOW MARKETING?

LOOK BACK AT THE LAST TRADE SHOW EXHIBITING THAT YOU DID....

Within a few days of returning from a trade show, it’s important to get together with your team to review the event’s successes and failures. Your booth staff will have fresh memories of what went well or wrong, and those staff who didn’t attend the event will likely have early impressions of any resultant sales or leads.

To ensure you capture this feedback in a way that can guide next year’s exhibit, we’d like to offer up the following list of staff questions.

 

Pre-Show Marketing

1. Did you formulate any pre-show offer, if so — did attendees mention any of your pre-show communications?
2. Did you use any advertising or marketing channels to reach your show audience, if so — which advertising and marketing channels seemed to reach this show’s attendees?
3. Did you do any targeting on psychographics (psychology of your demographics), if so — how did the actual attendees match up with your pre-show targeting?
4. Did you have a landing page for your event, if so — what type of website traffic were you able to obtain prior to event?
5. Did you have any strategy in involving your audience in social media prior to the show, if so — did you receive any social media engagement from attendees?

 

2019-BayArea-HIMSS-Enovate-F-1

VALIDATION VIDEO SHOWS US WHY WE KNOW WHAT WE KNOW

 

Booth DESIGN, FUNCTION AND FORM

1. Was the booth design effective for showcasing your products or services?
2. Were the graphics effective in communicating your brand, company culture and offerings?
3. Did you have the right kind of marketing materials on hand?
4. Which elements of the booth helped differentiate you from competitors?
5. What were your comparative strengths and weaknesses?
6. Was the booth layout functional for both staff and attendees?
7. How did your booth compare in size and traffic in comparison to the nearest competitor?
8. Were the products or services on display the right ones for this show’s attendees?
9. Did you have adequate storage space, and private meeting space for talking to clients?

 

Staffing-Related Questions

1. Did you have the right ratio of staff to attendees?
2. Did staff work effectively as a team?
3. Did staff feel adequately prepared to handle questions on the floor?
4. Did you send the right staff to effectively engage with this show’s unique audience?

 

NEED TO KNOW — MANAGING BOOTH STAFF

 

Show Programming and Activities

1. If you did any presentations, what size audience were we able to attract?
2. Was the presentation worth it — did you deploy tact when re-using the same content or did you formulate new content for your attendees? Did you inspire your audience or simply managed to inform?
3. How engaging was the booth?
4. What strategies helped you obtain the most leads?
5. How effective was your lead generation capture technology?

 

NEED TO KNOW— PLANNING YOUR PRIVATE EVENT

 

 

Event-Specific Question

1. How well did this show meet your marketing and sales objectives?
2. How many quality leads did you obtain?
3. Who were the most qualified leads?
4. How effective were show services in responding to your needs?
5. How effective was your booth location?
6. Was our presence too small, too large, or just right for this event?
7. Did you achieve an effective ROI on this event?
8. Should you exhibit at this event again?
9. Are there other, similar events that might be more suitable for you than this one?

 

2019-BayArea-HIMSS-FortifiedHealth-F

VALIDATION VIDEO SHOWS US WHY WE KNOW WHAT WE KNOW

 

Obtaining objective, honest answers to the above questions can be invaluable when it comes to fine-tuning your trade show presence, and in determining which events are earning an effective ROI. So, before you move on to executing the next event, sit down right away with your team to gather their input. Just knowing that their experiences and insights are valued goes a long way in helping your team get more for themselves, and for your company, out of each successive event you attend.

 

Find the original publication here.

Topics: Skyline Northern California, trade show planning and logistics, Trade show metrics, trade show marketing not working, event planning, tradeshow ROI

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IT IS DARN DIFFICULT TO STAND OUT IN A CROWDED MARKET PLACE, UNLESS YOU ARE THE BLUE FLAMINGO

(HOW WE DO IT FOR OURSELVES & OUR CLIENTS)

 

blue pelican

 

BEWARE —

Today, to give the illusion of a great product is quick, easy and indeed very delightful. Build an enticing video, throw in some great packaging design and weave in a story of sustainability — you are there. People will start talking and sharing your 'CONCEPT PRODUCT' based on the delight factor. However, there is a catch.  All the 'hype' about product builds up their expectation (your audience/followers) — this expectation is sure to back fire if your 'TANGIBLE PRODUCT' does not live up to their 'IDEA of the PRODUCT'

DESIGN THAT DEMANDS TRUST

round booth deisgn