When is a trade show over? When the last attendee has left the building? When the display is crated for storage? No. The answer is that it’s never really truly over. However, a critical part of winding down is your wrap-up meeting, or debriefing session where you summarize and evaluate how well you did at the event.
Your post-show report should cover the following five areas:
1. Track the quantifiables. How many people came to the booth? What percentage were qualified? How many current customers did you see? How did the actual budget and attendance numbers stack up against pre-show projections?
2. Get attendees’ feedback. Have attendees fill out an in-booth survey, or email them an online survey getting their reactions to all aspects of your display from staffers’ attitude to product image.
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