Preparing the Data & Report for Your Business After the Show

April 27th

The trade show is over, now the real work begins. Your mission after the show is to produce the post trade show reports and analysis that convince executives, investors, and sponsors that the event is worth keeping on the upcoming years’ calendars.

Post Trade Show Reports Will Make or Break Your Event’s Future

As mind-numbing as the idea of post trade show reports may be, keep in mind they do more than simply convince the mucky-mucks that your event is worth keeping in the budget; your reports and analysis also serve as an instrumental tool for you and your planning committee, as you look ahead to plan future events, so your trade show program becomes increasingly more valuable to the company.

A thorough trade show report will cover the following bases:

  1. A summary. The summary should include a tidbit about each of the reports sections and analysis, in digestible pieces. Keep in mind this may be the only part of the report that anyone reads, so it needs to include relevant facts and numbers that will make a strong case for the success of your event, and/or evidence that it will be more successful in the future.
  2. State your goals and objectives. List all of the goals and objectives outlined by yourself and/or upper-management before the event took place.
  3. Sales/Lead report. If you have hard numbers, awesome. If not, provide estimates. But you’ll want to provide information about the leads (A,B,C) gained and contacts made as well as any pertinent sales information. Also include relevant feedback from exhibit staff.
  4. Analyze press and media results. How much media attention did your booth attract? Round up any media coverage, especially positive mentions, and then provide a comparison with what that same coverage would have cost the company’s marketing budget.
  5. Exhibit effectiveness. How effective was your exhibit? Analyze it in terms of:
    –Product displays
    –Graphics
    –Layout and traffic flow
    –Overall properties
    Be honest. Admitting how things could have been done better indicates that they will be done better in the future.
  6. Booth staff. Write a summary about booth staff and potential improvements. Was there enough staff hired? Was your pre-show training program effective? How could booth staff performance be improved and enhanced next year?
  7. Budget. Where does your final investment stand next to your projected budget? Where did you cut corners? Where did you blow it? Rank this show’s performance with others.

Finally, write a conclusion that sums up the main categories and puts this show into context compared with trade shows and events you’ve been to in the past, as well as how it fits into your program’s larger, future picture. Need assistance analyzing real and projected budget costs for your trade show and off-site events? Eventrio offers programs and technology that make it easier than ever to present organized and accurate post trade show report data. Contact us to learn more.

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