Trade Show Success Now Easy to Measure

Background »

Attending a trade show can be an excellent opportunity to network and a great way to stay on top of industry changes and innovations. However, quantifying the benefits of attending such an event is never easy. Furthermore, with corporate downsizing and increasingly busy schedules, both attendees and exhibitors must struggle to justify the time and expense of participating.

Our client, a leading food distributor, holds an annual event to showcase new ideas in the food sector. The company has always maintained a strong focus on customers in its internal operations, and was now looking to extend that focus to its trade show customers. By conducting an on-site survey, they aimed to gather two types of data:

participant feedback on the content and value of the show; and information on the quantity and quality of the show's visitor base, which would help to attract high profile exhibitors.

The company liked the idea of the survey kiosk because paper surveys can easily get lost in the mountain of literature available at trade shows. With In-Touch, they were ensured far more relevant sample sizes, and therefore better quality data.

Future planning made easier »

Four kiosks were strategically placed in high traffic areas throughout the exhibit floor. Participants were asked to rate the show venue, the quality of displays and materials as well as the attendee services. They were also asked to provide information on their company, job function and purchasing habits. Here are some of the results the company will leverage in planning future events:

• more than half the show attendees held decision-making roles within their companies - a very significant number for marketing to exhibitors;
• the success rate of the show was extremely high, with over 92% of visitors expressing satisfaction;
• there was a real need for this type of event in the marketplace since over 78% came to the show looking for new food and promotional ideas.

To build early awareness for the following year's show, the organizers produced a one-page flyer using the graphs provided with In-Touch reports. The piece was mailed to attendees and exhibitors and is expected to increase repeat attendance.