Measure Trade Show Performance with KPIs in Excel
The Strategy and Tactics Check is a group of metrics used to evaluate the sensibility of objectives and goals set by the company before the trade show, as well as the means used before, during and after the show to achieve those goals and objectives.
Only the right planning wins the battle. Thus, a business can only benefit from the continuous control over its trade show objectives, whether it is sharing information, launching new products, solidifying relationship with customers, gaining publicity or doing competitor analysis.
Metrics assessing the success of the business-s pre-show activities, activities during the trade show and the post-show follow-up, help diagnose the viability of the business-s tactics.
They will show if the business representatives have done everything possible in getting the results they wanted.
Why do business professionals choose ready-to-use KPIs?
Read Why do business professionals choose ready-to-use KPIs? to find out the answers to these questions:
- Can a business professional research KPIs on his own?
- How do I avoid typical problems with KPIs?
- Is ready-to-use KPI applicable in my niche?
- Is KPIs' price affordable?
- Can KPIs can be easily integrated in any business environment?
- How can KPIs make the difference to the business?
What are the benefits of Trade Show metric:
- Trade show KPI mostly deal with customer acquisition and booth visibility. So, measuring total number of booth visitors and financial implication of participation in a trade show should be measured in the first place.
- It's recommended to measure booth staff professionalism and social/interpersonal skills.
- Both pre and post trade show activities are to be assessed.
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More ideas on using Trade Show KPI
Trade Shows are a means used by organizations to make themselves 'visible' to the interested groups of stakeholders.
By organizing such events at places where there is high probability of meeting the correct and useful groups of people, one can benefit tremendously as the investment of funds to do this otherwise goes off.
However, judging the success of such 'display arrangements' in the light of aim of trade shows is possible by using a BSC (Balanced Scorecard) strategy. This depends on the KPIs (Key Performance Indicators) to measure the efforts of organizers. The BSC thought was developed by Norton and Kaplan in 1990s as the capability of financial metrics in reflecting the true stand of a process came under doubts.
This led to the solution of utilizing non-financial indicators also. This culmination of financial and non-financial counterparts was found pretty potent in helping companies carry forward their task of 'measuring and managing performance' in the task of trade show.
Similarly, one can calculate the progress of a trade show also. By using this 'number and values' approach, precision and exactness in the 'process of trade show' is introduced.
More useful information for Marketing Estimation
Trade Show Estimation Balanced Scoreboard Screenshots
Metrics for Marketing Estimation
This is the actual scorecard with Trade Show Performance Indicators and performance indicators.
The performance indicators include: booth staff check, professionalism, expertise, sufficiency of the personnel, social skills, dress code, display booth check, visual impact, overall layout and configuration, product display, graphics, lighting, print materials check, text readability, readability of charts and graphs, suitability of materials, strategy and tactics check, strategy controller, pre-show initiatives, activities during the event, post-show follow-up, lure excellence.
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