Have you thought about how you’re going to measure the success of your next exhibit? If not, we are here to help! Make sure you have a clear understanding of what you’d like to achieve at your chosen exhibition or event. Here are some suggestions:
- Launch a new product or service
- Increase brand awareness
- Gain sales leads from prospective customers
- Increase the value of existing clients
Set yourself goals! Goals give you a solid foundation to start planning the design of your exhibit and help you to evaluate its success, allowing the whole process to flow much smoother!
TRACK WITH TECHNOLOGY
Technology is a key tool which can provide useful metrics for analysis. The interaction with technologies such as; object recognition table, touch screen wall, virtual reality and augmented reality to name a few, can track how many visitors have been to the stand, for how long and what areas they were most interested in.
Check this out: We incorporated an interactive touch table for our client, Nexign at MWC Barcelona 2019, allowing delegates to order smoothies straight to the hospitality seating area, view company information and watch a range of product videos. Not only this but visitor emails were collated and used post show for marketing purposes!
Feedback helps evaluate what worked and what didn’t while it’s still fresh in the memory of the team, allowing any amendments to be made for future shows.
Evaluate all aspects of the exhibit and make observations from a range of perspectives including; company employees, existing customers, new prospects or even other exhibitors. Why not try asking some of these questions:
- Did you find the stand welcoming and easy to navigate?
- What was your reason for visiting our exhibit?
- How did the on-stand experience differ from other stands you’ve visited at this event?
- What should we do again/not do again and why?
- What could we do to be better?
High engagement levels will put you in a good position to ask a range of visitors these questions throughout their time on the exhibit. You can increase engagement by clicking the link to read our top tips for maximising visitor engagement! – https://www.cookandassociates.com/news/5-tips-for-maximising-visitor-engagement/
THE KNOCK ON EFFECT…
Measuring exhibit success will not only help with understanding your audience but will also assist in making decisions on how to best adjust the design of your exhibit to maximise its potential.
Remember: Whatever you hope to achieve with your exhibit, ensure you set realistic goals, implement tracking technologies and include a post-show debrief to gain crucial feedback from the team, delegates and other exhibitors.
If you’re unsure on how to effectively execute your next exhibition stand and measure its success, then contact our team today.