Evaluation of trade fair participation

Bogota, Colombia

September 2012

Joost Pierrot &

Christophe Landuyt

Evaluation of trade fair participation

Advanced evaluation of the team performance gives the exhibitor or the coordinator a tool to permanently improve the output and the profitability of trade fair participation.For the members of the booth team, a critical analysis can be both very informative and very motivating.

Success: - minimalist approach vs. maximalist approach- time factor (industry and company specific)- quantitative vs. qualitative approach- financial balance

Evaluation of trade fair participation

The evaluation of trade fair participations is closely related to the Return On Investment (ROI) of a show.To ascertain if the participation was successful or not, the exhibitor needs to calculate how much resources (money, man-hours, other investments) have been used for the participation and how much benefits he got out of the show.

At present, there are several models in use which differ very much. These models transform quantitative and qualitative returns into uniform scales.

The Auma ''Trade Fair Benefit Check" is designed to measure the benefits of trade show participation on a wide scale, taking into consideration the monetary equivalent of qualitative and quantitative returns.

Evaluation of trade fair participation

EXERCISE:

http://www.auma-messen.de/mnc/e/mnc-e.html

Evaluation of trade fair participation

Performance testing:- during the show

- quantitative- qualitative

- after the show (x 2)- quantitative- qualitative

Evaluation of trade fair participation

Performance testing during the show:

- Count distributed material- Count stand visitors

- Observation of stand visitors- Interviews with stand visitors- Assessment of visitor records

Evaluation of trade fair participation

Performance testing during the show:

- Count distributed material (interests/language)

- Count stand visitors (accessibility, visibility, location)

- Observation of stand visitors (routing, fixation duration)- Interviews with stand visitors ('5-'20, computer, exp.)- Assessment of visitor records (demographics)

Evaluation of trade fair participation

Performance testing after the show:

- Invitation resonance analysis (direct mail)

- Visitor statistics analysis (choice of trade show)

- Interviews with stand visitors (4 weeks)- Interviews with booth staff (1-2 weeks)

Evaluation of trade fair participation

After the show: Budget check

- Deviation analysis

- Calculation of coefficients

Evaluation of trade fair participation

  Planned costs €

Actual costs €

Deviation €

Rental of stand 6.200 6.200 0

Power Supply 600 650 50

Other basic costs

1.250 1.290 40

Construction 8.450 12.100 3.650

Equipment 1.800 1.860 60

Design 1.900 2.300 400

Depreciation 600 600 0

Stand Service 1.750 1.750 0

Communication 2.200 2.350 150

Transport 1.300 1.300 0

Personnel costs 5.350 6.000 650

Travel costs 3.100 3.300 200

Other costs 1.850 1.900 50

TOTAL 36.400 41.650 5.250

Evaluation of trade fair participation

Budget check : Calculation of coefficients

- Aim:- comparing different trade fairs

- comparing different marketing tools

- How: - recording of different data from different sources: turnovers, costs, marginal contributions…

Evaluation of trade fair participation

Trade show coefficient I:

value of turnover at the showcost of participation

Trade show coefficient II:

value of turnover at the showand four months afterwardscost of participation

X 1000

X 1000

What have we learned from this presentation?

1) A thorough evaluation helps to improve the performance of both the project manager and the booth team.

2) Evaluation should be built-in in the activities and carried out during the show.

3) Evaluation contains qualitative and quantitative elements, to be measured immediately after the show and further afield.

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