As with anything worth doing, constant improvement is the only way to success. As the 2007 tradeshow season comes to a close, I felt it would be wise to discuss a few methods you can employ to help make 2008 an even more effective trade show season. Serious reflection on your company’s performance this year will allow you to improve next year. You can trim the fat. Turn your weaknesses into strengths. Turn your strengths into industry-dominating forces.

Step 1: Gather data

Your first step is to collect some data about this past season, so here are a few questions to help get you started:

• What was the total cost of this year’s program?
• Did this year’s program achieve desired goals?
• List them out. Get a running tally of successes and failures. It’s probably a good idea to already have these written down from before the show, but it’s never too late to start.
• What was the total cost of each show? Leave nothing out:
• Pre-show marketing
• At-show costs (including staff)
• Shipping graphics
• Travel
• Hotel expenses
• Post-show marketing and follow-up.
• Did each individual show achieve it’s own goals?
• What feedback did you get from the sales department and management?
• Think about both the positive and the negative. Was it show-specific?
• What kinds of measurable results did you get at the show (leads, sales, brand-building, PR, et cetera)?
• How about results one week later? One month? Three months? Six months?
• What feedback did you get from your customers?

Step 2: Analyze (and have fun)

Once you’ve collected this data you can start to have fun measuring the effectiveness of each show. Try graphing the data (when you have this much information it’s easier to summarize it visually). I think you’ll be surprised when you see results, for instance which show outsold the others, or which sales members outshine the rest.

Now, question why.

• What were the demographics of the attendees at the different shows?
• Did the show’s date correspond well with the market’s purchasing calendar?

For example, retailers often buy for Christmas as early as February. If you had a dud show in May, could that be why? Also consider what made your staff more effective. The answer here will allow you to develop best practices you can disseminate to the rest of your staff.

That’s not all. Over the course of the next few months, we will:

• Analyze your program’s effectiveness
• List out asset damage that occurred this past year
• Calculate the program’s return on investment
• Look for areas to shave costs
• Reflect on what could be done better
• Research other options and create a plan for years to come.

Looking at all these details will help you create a successful plan for years to come. And who doesn't want to welcome in 2008 with a hearty dose of successful planning?

Tags: trade show, sales, business, ken pettit