A post-trade show report is an essential piece of the trade show life cycle. While writing a post-show report may be a tedious and time-consuming task, without a report it would be difficult to gauge how successful the event was and how it stacks up compared to other marketing efforts. Make the most out of your trade show experience by analyzing the finer details and creating a post-show report. Here are 7 sections to include:
1) Executive Summary
An executive summary is a one to a two-page overview of the whole report. It should include only the most important facts and numbers related to strategy, plans for improvement, results, and budget. Highlight key successes and shortfalls and make recommendations for future participation.
2) Goals & Objectives
Before the show starts, a list of goals and objectives should be established. In this section of the report list all of the goals and objectives agreed upon in the pre-show stage. Report on the goals and objectives that were met and those that weren’t. Make sure you include the reasons why a goal was reached or not for each one.
3) Leads Report
The sales and leads section is the time to look at all the sales and leads generated as a result of the trade show. Obviously, a large part of a trade show is finding new sales opportunities and leads. Be sure to provide management with a global view of leads collected, the qualification process, estimated timelines, and revenue opportunities. Depending on your goals and objectives this section could be a huge indicator of your success at the trade show.
4) Press & Media Results
For this section collect all press mentions and set a dollar value for each. Calculate the cost of the coverage to the company should it have been arranged outside of the show. This helps management determine the quality and reach of advertising compared to non-trade show advertising.
5) Booth Effectiveness
Analyze the effectiveness of your promotions, display, staff, giveaways, and events such as keynote speakers and prospect dinners. An easy way to measure this is comparing how many people visited your booth versus how many potential leads were collected or against revenue earned. From these insights explain opportunities to improve the marketing strategy.
6) Competitive Analysis
The competitive analysis section is an opportunity to look at competitors and see how your business stacked up in comparison. List the strengths and weaknesses of current as well as potential competitors. Attach a copy of their marketing materials and your analysis of it in this section. While competitors can be a frustrating part of business, they also provide good ideas and inspiration to help you improve at your next trade show.
In this section, you should look at budget vs. actual budget. Compare projected budget with the actual costs and show the areas where you splurged and where you skimped. Provide insight as to whether or not you thought the budget was allocated properly. Compare this with previous trade show participation.