Here's how you can gather valuable feedback and constructive criticism following an unsuccessful trade show.

!! Take YOUR time to really think about how you did at trade shows. Look at everything from how your booth looked to how you talked to customers. Figure out what worked and what didn't. Be very honest with yourself - ignoring problems won't help you get better. Think about how your team talked to people, how clear your ads were, and how engaged visitors were. This honest review helps you get ready to ask others for their opinions! :)

This is an interesting prompt. First, you have to understand what metrics (if any) you are using to say it was "unsuccessful". Measuring trade show success is not always in leads generated (likely an unpopular opinion). If you don't have defined goals and metrics you are working against, you cannot qualify a trade show as a success or a failure. You would be amazed how many companies just show up with no goals. Consider your exhibit partner as a resource to help you measure success and have a debrief session with them as well as with your internal team.

Honest self-assessment of trade show performance is essential to drive significant improvements at future events. However, when considering this advice, it is crucial to adopt a critical perspective that recognizes both the opportunities and challenges associated with this process. While reflecting on everything from booth design to the sales pitch can provide a complete picture of performance, it is also important to avoid falling into destructive self-criticism. Being brutally honest with yourself is important, but so is recognizing the positives and building on them.

Take photos from every angle. Before the show, during the show, after the show. Then step away and take photos showing the approaches, then the competitors, then the best stand at the show. Don't take photos of your products, take photos of the dynamic, the traffic, the lighting, the backgrounds. Post Mortems can be highly productive, especially when others see the photos and are asked for comments and criticisms individually.

When you survey attendees, here are a few things you might ask: - How were they were treated by your booth staff? (This question alone may highlight what went wrong!) - What were their impressions before and after visiting the booth? (How did it change?) - Did they receive appropriate and timely follow-up? (Again, this may spotlight an area for improvement.) It's also a good idea to ask staff for feedback on what worked well (or not), then compare to how the budget was spent. For example, if your team said the pre-show promotions didn't seem to drive traffic, consider whether that was due to a lack of funds or simply the wrong type of promotion.

Leveraging feedback from other exhibitors is invaluable, yet often overlooked. Engaging with them provides unique insights, especially if it's your first year at the event. Many exhibitors have attended multiple years and can offer comparisons to previous editions or other events they've participated in. Their perspectives offer valuable context and bench-marking opportunities, helping you gauge the success of your participation and identify areas for improvement. Don't hesitate to reach out and tap into their wealth of experience and knowledge.

Quantitative data collected during the trade show is crucial for gaining insights into its performance. This should include metrics for booth traffic, promotional materials distributed, and leads generated. Look for patterns or discrepancies in the data that could explain why the event was less successful than anticipated. Additionally, consider external factors such as significant weather events or news developments that may have impacted attendance or engagement. By combining quantitative data analysis with qualitative feedback, you can gain a comprehensive understanding of the trade show's performance and identify actionable areas for improvement.

It's crucial to share concerns with the event organizers as soon as they arise, especially for multi-day events where timely action can make a significant difference. By bringing up concerns immediately, there's a chance to correct problems promptly and improve the overall event experience.

Without a pre-show document stating agreed objectives, strategies and tactics, evaluating the success or failure of exhibiting at a trade show will be left to subjective personal opinions. With a pre-show document stating objectives, strategies and tactics assembled by all stakeholders, accurately evaluating the event will be more effective. How many targeted prospects are expected to visit your exhibit? How many existing customers do you expect to visit your exhibit? How effective were your product/service presentations. Were the product training sessions of all your people successful? Did the booth duty teams work? Did the exhibit function well in creating a welcoming businesslike environment? How many hot, warm, and cold leads are there?