Set Goals

It may seem like common sense, but goal setting is essential when measuring your exhibition success. Once you have clearly defined goals, you have something to measure your results against.

Ask yourself: “What did I want to get out of the show? – your answer will effectively dictate your goals.

Make sure your response is specific. For example, wanting to increase your brand awareness is not a well-defined and measurable goal. On the other hand, wanting a 20% increase of audience awareness of a new product is both well-defined and can be measured.

Set Timeframes

Set a timeframe to achieve these goals, and make sure they are possible within your set timeframe  be realistic.

There will be ‘quick wins’, i.e. email all your visitors to thank them for visiting your stand, and there will be ‘slow burners’, i.e. a year or more before any action is taken, so don’t set timescales that produce false results. This could impact on your decision to return to a show.

Revenue Generated

The revenue that your company generates directly from a trade show can be difficult to estimate. It is rare for sales to be made immediately and as a result, leads can take months, even years to be converted into customers and then eventually into sales.

However, your exhibition success can be indicated by your ROI (return on investment).

Leads collected and converted into customers come from two sources:

1)         New customers

2)         Existing customers

To measure your exhibition success, track the revenue from leads to new customers and project how much business you will generate with these new customers during the year.  Next, calculate business from existing customers that can be attributed to the show. Moreover, a projection of potential customers that could develop from leads to customers may also be tracked.

Finally, add together the actual and projected revenue from new and existing customers, then compare this revenue with the costs of the show to calculate the ROI from leads.

Cost Savings

Cost savings are not all about attending the Show as cheaply as you can. Instead, consider the money you save that otherwise would have been spent elsewhere.

Appearing at trade shows can save you money and time since you’ll be meeting customers all in one place, at the same time.

Meeting with clients individually, at different times and at different places, can cost a small fortune in travel and in other expenses. If you can get your business partners, investors, existing customers and prospects to attend the same show, it can save you money.

Observation and Feedback

The simplest and most cost-effective way to measure your exhibition success is through observation and feedback. Encourage and seek feedback to keep track of what worked as well as what didn’t work, prior to and after the show.

Speak to staff members, the management team, existing customers, new prospects and even other exhibitors to find out what they thought of your stand and your exhibition presence.

Some questions you may like to consider include:

  • ‘What was the most valuable/least valuable part of the show and why?’
  • ‘Did you find our pre-show promotions effective?’
  • ‘Was our stand effective?’
  • ‘Did you find our stand overcrowded or were there not enough people?’
  • ‘Were the giveaways worthwhile?’
  • ‘What should we do again/not do again and why?’
  • ‘What could we do to be better?’


Like all successful marketing, you have to be able to gauge some level of success. Everyone will have a gut feeling as to whether a particular show has been successful or not. Arguably, if you can support this with specific data and feedback, it will make the decision of whether you go back next year much easier to make.

If you have any exhibition plans for 2018, or you need to kick-start your marketing efforts, contact us to discuss your ideas – we’re always happy to offer advice.

5 Tips For Effective B2B Email Marketing

Traditional email marketing may be frowned upon in some circles of business and quite rightly as companies churn out emails on a weekly or even daily basis, full of largely irrelevant content. However in the 2018 world of industrial marketing, email marketing...
Read More

PRESS RELEASE: Composite Metal Finish for Prestigious Architectural Canopies

Read More

PRESS RELEASE: A Full Pod of PEAs for Brittany Ferries

Read More

GDPR: The Emerging Trends

“There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns – the ones we don’t know we don’t know.” 

Read More

GDPR: Legal Basis for Processing Data

Under GDPR, schools will need to have a legal basis for processing data. GDPR gives the following potential bases which will be relevant for schools.

Read More

GDPR: An Overview for Schools

What is GDPR? The General Data Protection Regulation (GDPR) will come into force on 25 May 2018. This is a European legislation which will largely replace the current Data Protection Act in England and Wales.

Read More

How to Measure Exhibition Success

Trade shows can be costly. Our 5 key elements on how to measure your exhibition success will help you decide whether you go back next year.

Read More

Exhibition Success: 5 Top Tips

5 Top Tips for success at your next exhibition, from network opportunities to showcasing your services and expertise. Gain a return on your investment.

Read More

Free 30-Second Video at Southern Manufacturing

We’re pleased to announce we will be offering exhibitors a free 30-second video at Southern Manufacturing & Electronics 2018, to celebrate our fifth year of exhibiting.

Read More

3 Significant Video Marketing Trends for 2018

2017 has undoubtedly been the year of video content marketing. Now we’re in 2018, video is set to continue prospering.

Read More

2018 Video Predictions

Social media is no longer just updates, photos and links. Businesses are now using social video to generate more attention and reach their target audience.

Read More

Benefits of Social Media Channels for Business Marketing (Infographic)

Social media can improve your search rankings, website traffic and conversion rates. Reasons why you should be utilising your social media channels.

Read More

How To Use Social Media Channels for Business Marketing (Infographic)

Once you’ve chosen the best social media channels for your business, you need to make sure they are getting results. Ask yourself three basic questions.

Read More

Best Social Media Channels for Business Marketing (Infographic)

Social media is one of the most effective tools in digital marketing, so it’s important to find the best channels for your business. We’ve listed the top 5.

Read More

Choosing the Right CMS for Your Business

Choosing the right CMS for your website can be difficult. We’ve broken down the top 4 CMS to help you select the best CMS for your business needs and goals.

Read More

The Best of 2017 Web Design Trends

2016 was flat design, and a surge in mobile responsiveness. Predicted web design trends of 2017 move towards animation and a cinematographic web experience.

Read More

Timeline of a Successful Web Design (Infographic)

Follow our timeline of a successful web design. From design to integration, these key areas will ensure that your website is a success.

Read More

Content Marketing to Grow Your Business (Infographic)

Relevant and engaging content creates a unique relationship with your brand. 10 Tips to grow your business using content marketing.

Read More

How to Distribute Your Corporate Video

Having a video is just a start, you need to successfully distribute your corporate video in order for it to increase your website traffic and sales.

Read More

Ultimate Guide for Exhibition Success

We have put together the ultimate guide for Exhibition Success. A Trade Show is a key fixture in your marketing arsenal, so make sure to follow these tips.

Read More