Show’s Over and Management wants a Post-Show Report
A post-show report is not just an exercise, it is justification for your exhibit program. This means proving return on investment (ROI). A thoroughgoing post-show report gives you the opportunity to justify expenditures, allow for continuous program improvement, grow investment in strategies that work, and, best of all, boost your career!
Planning for Data Collection
When you can deliver ROI in these areas, management will understand the value and importance of your exhibit program. Before you sit down to compile your report, make a list of some of the information you’ll need to collect about the show.
- Date, time, and location of the trade show
- Names of the staffers involved from planning to presentation to sales
- First time at the show or a repeat presenter
- The target audience for the show
- Staffing schedule for each day of the show
- Calculate the number of attendees visiting the booth. (It can be as simple as a counter device the staffer manually clicks each time someone engages in the booth, the number of surveys taken, giveaways remaining, the number of registrations.)
- Leads obtained each day of the show
- Overview of the demonstrations and demos at the event
- Goal(s) of the presentations at the event
- Attendance at the demos and presentations
- Products and/or services that had the greatest interest from event goers
- Promotional events, show specials, or other such activities for the trade show
- Pre-trade show press, i.e., how many press releases were published, how many press meetings were there, how many press kits were obtained, etc.
Create a spreadsheet to easily enter and identify these items as you collect information at the show. From there you will be organized to create your post-show report with the most accurate data possible.
Organizing the Report Outline
The next step is to outline the parts of your post-show report that you will require after the event. By having an idea about these sections beforehand, you are able to mentally prepare and categorize information to include for each one. These include:
- Executive summary
- Goals and objectives for the event
- Report of sales and leads generated from the trade show
- Results of media and press activity
- The effectiveness of the booth display, promotion, staff, etc.
- Analysis of how your booth and presentation compared to competitors at the event
- Projected budget versus actual budget
Writing the Post-Show Report
Now let’s take a look at each of these sections in greater detail. For the executive summary, you will write an overview of the entire trade show event. However, as this is a summary, stick to the bare bones as you will dig in deeper in the other sections. The goals and objectives will come from the those you set before the show. Here you will determine if your team met these goals or what happened otherwise.
The same goes for the sales and leads report. This is the information you collected during the show. Results from follow-up on leads gathered at the event should also be included here.
With the results for the press and media, you should have compiled this information before the event to have it on hand for the post-show report.
As you can see, most of the information for the post-show report will have been gathered before the event takes place. With this prep work, you can save a lot of time and stress with your post-show report. The remaining sections involving the effectiveness of the booth, analysis of competitors’ booths, and the final budget are the only sections that you will have to do after the event.
To gain more expertise on post-trade show reports contact MC². As the leading experiential marketing agency, we have the insight you need.