Competitive Advantage: Assess Your Success and Identify Your Weaknesses
When the show is over, your next phase of exhibiting begins: assessing your success and improving on your results. Within the first day or two after your event is completed, we recommend gathering your team, even your vendors when possible, for a debriefing to strenghts and weaknesses of your trade show exhibit. This kind of reality-check should be completed while the events are fresh in everyone’s mind, and should be as honest and thorough as possible.
Important questions include:
- How long have we owned the exhibit structure?
- What kind of maintenance will be necessary on our current structure?
- When was the last time we updated our graphics?
- Is the trade show booth space the right size? (Are we trying to do too much in a small space? Are we properly configured for other shows?)
- How does our booth staff perform? Do they need training?
- How do our literature and website compare with the image we present on the show floor?
- Is our booth too cluttered? Too stark?
- Does our exhibit meet the needs of our overall marketing goals?
The answers to these questions and the input from your clients can be analyzed and used as a road map to prioritize the updates you need to make.
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