HOW TO EVALUATE THE EFFICIENCY OF PARTICIPATION IN AN EXHIBITION

Evaluating the effectiveness of participation in the exhibition should take place in two stages:

1. Preparation outcome (have been correctly chosen the format of participation, stand location, and so on).

2. Commercial results of (the number of visitors to the exhibition stand, the number of promotional materials handed out, the amount for which contracts were concluded).

It is best to hold a meeting at which each employee who worked on the exhibition will express proposals: how to improve the effectiveness of the following exhibitions and not to repeat the mistakes.

Evaluation ends summarizing the overall outcome:

• Comparison of estimated and actual costs;
• Comparison of advertising costs and advertising payout (the number of visitors attracted by advertising is determined in the course of the survey);
• Visitors reviews about the stand exhibition (to be determined after processing the questionnaires and discussions with all participants of the exhibition);
• Employee performance (quantity and quality of questionnaires completed, the negotiations conducted, etc.);
• Composition of visitors (to be determined after processing profiles);
• Determination of cost per contact and cost of effective single contact;
• Comparison of the number of contracts, agreements, contracts with customers and partners, and planned ones.