At MG Design we think of things through the lens of Experience. When you exhibit at a trade show you are going to be most focused on the experience the attendee has when they interact with your staff and your brand. That is the whole point of exhibiting at trade shows right?
But an often-overlooked aspect of that activity is the experiences of the people you are sending to the show. These are your front line sales people, R&D, and product managers who staff your booth, time and time again, year after year. Often enough, you have a post show recap meeting, gripes are heard, success stories celebrated, some notes are scribbled down. If you are collecting metrics (you ARE collecting metrics right?) you may count your leads and assign them to your salespeople and so ends the great ABC show of 2015. There may be some initiatives to address for next year, or even next show, but systematically speaking, most people are going to count leads as a measure of success and determine the value of a show by that metric.
There is, however, valuable information that can be gleaned from the experiences of your staff who manned your booth. A post show staff survey is a great way to gather information, in a systematic way, to capture the thoughts, opinions and impressions of your engagement team after the show. As a bonus, if you do it in an organized way, it can be an even better way to measure a show’s value over time.
Some ideas about information you might want to include in your survey are:
All of these tidbits of information can be recorded and put to work in helping you to rate a show’s effectiveness in your program. Badges scanned, leads generated, or even sales closed at a show are only one side of the proverbial coin. There is greater dimension to be understood by collecting and organizing your booth staff’s input. Creating a long term data collection initiative is a way to help you get the most out of exhibiting.
Your booth staff has valuable information that can help you, but you’ll never know it if you don’t ask them about it.