Building an Effective Trade Show SWOT Analysis

April 9th

Trade shows are expensive. Period. If your trade show doesn’t provide the ROI companies and vendors are looking for – or the information and goods attendees want – there are plenty of other trade shows for them to choose from next year. Therefore, as an executive or event planner who runs the trade show, it’s your job to create events that are great, not just good, so participants and attendees make your event a priority for next year’s calendar.

Use Gap and SWOT Analysis for Businesses to Build an Effective Trade Show

Gap and SWOT analysis for businesses can be a quick way to see where your trade show rocks it, where it could use some improvement, and what needs to change or evolve in order to take your trade show from good, to great, to outstanding.

Use Gap Analysis to tweak your approach. Those cold, hard facts will help you with your gap analysis, in which you evaluate what your goals and projected numbers were compared with where it all fell out in the wash. What improvements can be made to shrink the gap between your event’s goals and the real story?

Get back to the basics with SWOT. Evaluating your trade show’s strengths, weaknesses, opportunities, and threats (SWOT), is a simple and effective way to find ways to tweak your trade show’s selling proposition and to provide the meat and amenities that will keep everyone coming back.

Evaluate the cold, hard data. Reading trade show reviews and paying attention to the negative or critical feedback provided by survey responders can be painful, but it’s a necessary part of growing and building a trade show event that is better attended with each consecutive year. The information and data you collect during and after the event is essential to your association or company’s long-term goals for creating an event that meets both the vendor and attendees needs.

  • Pay attention to what your attendees and vendors ask for and find ways to incorporate those things in your long-term plan.
  • Create ongoing dialog with respondents who had constructive feedback and who offer good suggestions. Odds are they aren’t the only ones with those concerns or ideas, so by honoring their requests, you’re making improvements for the larger consortium.
  • Use the data you receive to cultivate buyer personas, which will make future marketing and advertising more relevant and specific to your trade show’s demographics.

Eventrio has innovative software that makes post trade show analysis simple and streamlined. Contact us to learn more.

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