Part 4: PROCESS the Results After the Trade Show
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Part 4: PROCESS the Results After the Trade Show

Part 4: PROCESS the Results After the Trade Show

The show’s over, what’s next?

One of the most important things you can do after a trade show, is to process your results.  If you surpassed your goals on sales and leads, that’s wonderful.  However, if you don’t try to process the WHY behind reaching those goals, how will you continue to increase your ROI in the future?

Keep in mind, that no matter what the outcome was from attending a trade show, processing the results should be a priority.

Now, it may be easy to understand why processing results is so important.  The question is, what’s the best way to measure your results from the event?

First off, focus on the actual process.

Results are great, but knowing how you got to those results is what’s significant.  We get paid from results, right?  Though, if it wasn’t for the process, would those results generated in the first place?  Chances may be slim.

In order to get the most out of your process, make sure you take notes before, during, and after the trade show.  You can designate someone to be a note taker or split it up into sections between different team members.  However you want to do it is fine.  As long as your process for planning, executing, and completing the trade show is documented, you’ll be fine.

After all of your data is compiled, what do you now?


Know what to look for.

Ask yourself, what metrics are you going to need for effective oversight?  What will help identify trends?Sometimes it’s good to look back at data processed in the past in order to clarify any trends.  Luckily, if you use software for any of your data collecting, more than likely that is easily accessible.  If that isn’t the case, collecting raw data into Excel, or Access will suffice.

Some of the things you should be looking for are financial statistics, productivity, marketing, advertising, selling tactics, leads and more.  Keep track of the contact you make with your leads after the show too, that way you have more ideas on what tactics work.

Think about what you want to get out of your research, where you went wrong, where you went right, and how you can make things better.


Lastly, minimize possible spoofing

Make sure your data is correct.  If the data input has been done manually by one person, it’s important to have multiple people look it over for accuracy.  Sometimes there might be typos, or even worse, stats falsely entered into the application.  With that said, data that is processed by multiple people is a good way to stay on top of things, and prevent any misinterpretations.

Overall, throughout this whole process leadership, time management, positivity and organization skills are the most necessary to have.  Don’t lose focus either.  If you want to get the best outcome from a trade show with a brilliant trade show strategy, hard work and determination needs to be put into it.


We believe in you, and the power of  a good trade show.  

Remember, we are here to help.  Good luck and have fun!

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