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Post-Show Activity Checklist

So, you’ve planned for your exhibition with a comprehensive pre-show checklist. But is there a plan in place to review how well you performed?

If performance isn’t reviewed and compared to the objectives that were set, you won’t be able to understand whether the event really was successful.

Below, we’ve set out a handy checklist to help you review event performance – from identifying the likely reasons of success to the causes of failure, and what can be done to further improve performance to exceed objectives and targets set.

Post exhibition activity checklist infographic

  1. Review your overall financial performance

  • Calculate total event costs

Calculate the full cost of attending the show. Costs include: stand, staffing, refreshments, marketing collateral, travel and accommodation if needed.

Once your total costs are calculated, compare this to the income or leads generated from the show.

  • Return

How many sales did the event generate, and how many post-event sales were generated?

This is likely to be more long term, as leads and enquiries should continue to arrive after the event.

Tie this back to your initial objectives, and what was set out to be achieved from exhibiting in the first place.

Did you hit a cost per lead target? Did sales cover the cost of the exhibition and generated profit?

  1. Review your stand performance

  • Stand performance

Try to gauge the impact of your stand and how well you think it performed. Remain as objective as you can.

Consider areas like competitors, and PR/marketing generated by the stand – best stand competitions for example, or if it was used in publicity photos.

Also consider any feedback you may have received from customers or visitors on the day. This is a great chance to get honest feedback from a neutral perspective – so don’t ignore it!

  • Site visitors

Try to make an informed assessment of footfall onto your stand in comparison to your competitors. This will almost certainly be a ‘best guess’, but you will have some kind of feel for how busy you were.

Then estimate the quality of those visitors, including what percentage converted into sales on the day or generated good leads.

  • Staff performance

Did your staff perform as expected, better, or worse? Were they well prepared and well informed of what was expected. Or did they need assistance during the course of the event.

  • Other areas

Are there other areas you feel you need to consider?

Again, your stand performance needs to be linked back to your initial objectives that were set.

Questions to ask yourself: did your stand performance allow you to achieve objectives set? If yes, why? If not, why?

  1. Plan your future sales and marketing activity

  • Review and prioritise leads

Go through all the leads from the event. Sub-divide them into priorities according to how likely you think they are to convert into sales.

Leave the least likely to convert until the end, targeting the ‘hot’ leads first to make sure you contact them while they still remember who you are.

The quicker this is done, the better – while you are fresh in visitors minds it presents a great opportunity to convert brand recall into leads and sales.

  • Update your mailing lists, customer database and email targets

Add all new leads to your CRM for future contact, identifying how and if they wish to be contacted. Make sure you comply with new GDPR regulations.

  1. Areas for improvement for next show

Be honest with yourself and your team performance.

Create a list of things you could have done better and what improvements will be put in place before your next event.

You should also consider whether or not the event itself was worthwhile. Will you exhibit again? Or will you find a different event to exhibit in?

The most important factor to consider is whether your objectives have been met or not, and the reasons behind either. What facilitated hitting objectives and what hindered not meeting objectives?

Once the causes of success or failure have been identified, put measures in place to ensure any problems that could hinder performance are reduced for your next show.

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