You have just exhibited at a trade show, the event stand has been packed away, and you are reflecting with the team on the event’s success and looking forward to the next one with plans already in place. The big question is: how do you actually measure success and know that your exhibition stand made an impression?
Knowing what to look for is key to refining your strategy and getting the best return on your investment, as exhibiting at a trade show is a big investment of time, money, and creativity.
Do you want to know if you were successful at your latest trade show? We have put together this handy blog to give you an idea of how to determine if your exhibition stand was a success. Ask yourself the following questions and learn for future trade shows.
Did You Attract the Right Crowd?
How many people visited your stand? How many of them were your ideal audience? Footfall and engagement are important to know that your exhibition stand attracted the right audience. It’s always great having a high footfall, but it’s the quality of those interactions that truly counts.
Ask yourself and the team the following questions:
- Were our visitors engaged with the team and displays?
- Did the visitors engage with the team and take part in demos and experiences provided on the exhibition stand?
- Did you spot familiar faces returning – and even bringing their colleagues along for a second look?
Another way of tracking this is with lead scanners, visitor counters, and interactive features like touchscreen surveys and competitions.
Did You Collect Genuine Leads?
Looking back at your leads gives you some idea to see how your exhibition was a success. You want visitors who are genuinely interested in what your offer, not just drawn in by the freebies.
Find out the following:
- How many leads did you collect?
- Were the leads genuine and potential clients?
- Did the team note down key info during conversations to follow up?
- Could you determine the decision-makers for the potential buyers?
Did You Make an Impression With Your Branding and Style of Stand?
Did you stand out from the crowd? Did your exhibition stand leave a lasting impression on your visitors? It’s time to understand whether your stand’s presence left a lasting impression on your visitors.
- Did visitors know who you were and ask thoughtful questions?
- Did you share information online before the event with clear brand messaging?
- Did anyone mention your online presence before the event, and if they have seen you at any other events?
- Were your marketing materials picked up and taken away?
Have You Completed Follow-Up Leads and Gotten to Know Potential Customers?
Just because the trade show is over doesn’t mean to say your success has stopped. This is why it’s important to take the relevant information from the visitors and follow up with them to see if they are genuinely interested – this is where the real ROI begins.
- Check your follow-up calls/emails and see how many meetings or demos were booked from the leads.
- Are the conversations leading to deals or partnerships?
- Have you noticed an increase in website traffic, enquiries, or social media engagement since?
Get to Know the Team’s Feedback
Your team hold the gold insight to tell you how the show went. They are the people who engage with the visitors firsthand. This will help you with your approach for the next show.
- Start asking the team what worked well from the stand? Was the layout well planned and the brand’s messaging clear?
- What were the conversations like with the visitors? Did they flow and seem interested in the product or service?
- Was the stand easy to navigate, and did visitors find the correct information?
Was the Exhibition Stand What You Envisioned? Did it Align With Your Goals?
All exhibition stands should start with a clear sense of purpose, whether launching a new product, breaking into a new market, or nurturing existing client relationships. Look back at your original objectives and ask yourself the following:
- Did the stand meet or exceed your goals?
- What would you do differently at the next trade show?
- Did your team give you a clear insight into what the visitors were interested in?
- What did you gain from your stand?
Continued reading:
Common Mistakes to Avoid When Designing Your Exhibition Stand
Planning & Preparing for a Successful New Year of Exhibition Events
Explore our Online Shop at Expo for Exhibition Stands
10 Top Tips For First Time Exhibitors
You don’t want to just look good, you want to make an impact on that trade floor. If you have answered all of the above questions with positivity, you know that your exhibition stand was a success!
If you’re looking to plan your next trade event and need help to design an exhibition stand, our team are on hand to work with you through the whole project. Our specialism in bespoke exhibition stands will draw the right attention and deliver real results for your business. Tailored to your brand, goals, and audience, start planning your show-stopping stand today!