Welcome to your Expostars exhibiton scorecard Name Email Phone Your Exhibition Strategy 1. What type of live or face to face marketing do you currently undertake? We exhibit at Exhibitions, Conferences, Congresses and Conventions We organise our own seminars/networking events for our clients and prospects We do not currently exhibit or organise any events 2. What is your biggest exhibiting challenge? Devising our exhibition strategy Planning and preparing for exhibitions Executing our exhibitions and driving visitor engagement ROI measurement 3. How often do you exhibit per year? Once 2-3 3-5 5+ 4. On a scale of 1 – 4, where 1 is ‘not satisfied’ and 4 is ‘very satisfied’, how satisfied are you with the performance of your live marketing? 1 2 3 4 Your Exhibition Strategy 5. How do you perceive trade show marketing? Exhibitions are a one-off live marketing or sales event Exhibitions are a vital component of our business growth strategy and our overall prospect to customer journey 6. How do you currently choose the trade shows you exhibit at? We exhibit at shows that have offered us cheap space We exhibit at trade shows that our competitors attend We exhibit at shows where we have achieved success in the past We carefully research and choose the shows that our prospects like to attend 7. What are your key objectives for exhibiting? Meet existing clients Create brand awareness Launch a new product Generate new leads All of the above 8. How are you measuring the success or ROI of your exhibitions? We don’t currently measure ROI or success We measure the number of business cards or badge scans collected We use detailed lead forms to collect prospect information We know the prospective sales order value of our trade show leads Your Exhibition Preparation 9. Who manages your exhibitions? Our sales manager/other department We outsource our exhibition management Our marketing manager We have a dedicated exhibition manager or team 10. How do you decide who will be in your trade show booth team? Whoever is available Mixture of our marketing, product, sales and technical teams Undertake a selection process for internal staff to assess their suitability for exhibitions We have a dedicated exhibition team and also outsource and hire specialist booth staff 11. How soon before your exhibitions do you start planning? 0 - 2 months 3 - 4 months 4 - 6months 6 - 12months 12. Do you have a detailed action list of what needs to be done by whom and when before the exhibition? No Sort of Yes 13. What marketing activity do you do before your exhibitions take place? We invite our customers We advertise in the show guide We send an email broadcast to all exhibition attendees via the organiser We pre-identify our prospects and strategically market to them All of the above Your Exhibition Execution 14. How do you attract prospects at the show? We don’t, we use our stand to attract people Leaflets and giveaways/promotional products We advertise around the show floor We have a full pre-show marketing strategy to attract attendees 15. How do you engage prospects on your stand? We don’t We use booth attractions e.g. magicians, caricaturists We use engagement activities such as augmented & virtual reality demo’s or games We use live product demonstrations and presentations 16. Do you have clear roles, responsibilities and objectives for each person at the booth? No Everybody does the same job We have a dedicated team captain who manages roles and responsibilities Everybody is fully briefed on their individual objectives and roles and our team captain is responsible for overseeing performance at the show 17. How do you measure if you’re on track with achieving your exhibition objective? We don’t We track the number of conversations we’ve had We keep track of the number of business cards or badge scans collected We have a team debrief at key intervals to measure performance and change our strategy accordingly Your Exhibition Measurement 18. What does your post show follow up process look like? Each person follows up their own leads We send an email to everyone we’ve spoken to/collected cards from We allocate leads to our sales team to follow up with each prospect We have follow up webinars, seminars and live events to continue the engagement with our prospects 19. How soon after the event do you measure if the event was successful? 0 - 3 months 3 - 6 months 6 - 9 months 9 – 12 months + 20. How do you capture and input the attendee/lead data? We don’t Manually input on spreadsheets Manually input into our in-house CRM software Use customized/automated lead capture software that links into our CRM software
