The actions you take after exhibiting at a trade show are equally as, if not more, important than what you did to prepare for it. Following up with prospects in a meaningful way is the top priority. The amount of business you close from the event is likely the most telling sign of a successful trade show. But, that’s not the only way you can evaluate your participation. Another means of evaluation, which is often overlooked, is asking your team what they think about the event, your booth, and your methods. After all, they were the ones in the midst of it. They have first-hand experience about what worked, and what didn’t.
While you aren’t expected to make every change suggested, it’s very helpful to collect input from the team that was onsite or “in the trenches” as they might say. It doesn’t hurt to ask. And you never know! You might be surprised to find some easy changes you could make at your next event to make it even more successful.
This Post-Show Questionnaire is free to download and makes it easy to collect valuable information from your event staff post-show. Its easy-to-read format is perfect for winding down on the plane ride home. We’ve also included the questions below, and why they are important. Add this resource to your trade show process now!
Bonus Hack: If you are using a marketing automation solution with a form builder and landing page builder, consider creating a simple form/landing page to include these questions. That way, all you have to do at the end of each event is send them the link to your survey page. They can take it online and their answers will be recorded for future use.
What was the most useful part of our trade show lead capture form? (i.e. Which questions were most helpful?)
While you probably made it very clear to your team which fields were most important to complete, they undoubtedly gravitated to the ones they felt were most important mid-show. (They are salespeople, after all!) Let them tell you why, while it is still fresh in their head.
What was the least useful part of our trade show lead capture form? (i.e. Which questions were least helpful?)
Make sure you understand which questions become more of a distraction than a helpful prompt. Sometimes our desire to collect ALL THE INFORMATION overpowers our better judgment to keep things simple. Or perhaps you included some custom content in your lead form, like a video demonstration, that not a single booth rep used. Learn more about what you need to eliminate next time around.
Did visitors like our booth? Did it help with engagement, or distract?
Here’s where you can collect great feedback about your booth attractions, displays, banners, demo stations, kiosks, and more. There may be one overly-opinionated booth rep that absolutely hated the demo station, while several other mild-mannered booth reps actually appreciated the ability to show off your solution in real time. Instead of asking this in a group setting, a 1:1 survey helps eliminate the fear of speaking up and will give you a more accurate representation of opinions.
How do you feel about the location of our booth within the trade show exhibit hall?
Location is everything. Although your location probably depended more on your budget and the time you registered for the event, it’s still helpful to see what others think about the booth you chose. Did your team appreciate being closer to the bathrooms because of the additional foot traffic? Did they hate being towards the front due to the increase in uninterested attendees taking up space?
What would you add to our booth to better present ourselves to trade show attendees?
We’ll ask about specific booth attractions in the next question. For this one, your team should focus on what they recommend adding to your booth next time that adds value to their conversations. Perhaps a demonstration table would have been helpful, or a tall bistro table for better conversations.
Do you have any cool ideas for booth attractions next time?
As your team is winding down from an event, competing booths will be fresh on their minds. What did they see that they thought could be easily incorporated into your booth? The timing of this question is everything. Asking prior to the event might result in lukewarm input. Asking this immediately following the event will elicit feedback that is driven by recent experience. That’s invaluable.
Is there anything else that we should consider bringing to the show to make our team more successful (more power blocks, gum, pain reliever, duct tape, etc.)?
This question can help you build a Trade Show Survival Kit that your booth representatives will appreciate tremendously. It may also help you pair down the kit so that you are only providing things that you know your team will need/want.
Do you have any feedback about our post-show follow-up, as of now?
This question could be considered premature, but it’s worth asking anyway. If you’ve thoroughly covered your post-show workflow with your team, they will undoubtedly have changes or feedback they want to provide now based on their actual conversations. For example, if you included a follow-up text* sent within minutes of submitting your lead capture form, your team might determine that the text should actually come an hour or two later instead of immediately upon submission.
Which exhibitor had the best booth at the event and why?
This will help you set your goals even higher for next time. Plus, it will be interesting to see the variety of answers you collect since everyone will have their own unique opinion about it.
While you were at the show, did you hear of any other shows that you think we should consider attending? Why do you think we should attend?
Event attendees are always buzzing about other events “you have to attend!” Your team may learn of a trade show or conference that wasn’t even on your radar. Or, their feedback may further endorse your current trade show schedule.
Asking your team to complete this questionnaire is only half the battle. Show them that you read their feedback and that you care about their opinions. After collecting everyone’s answers and reading through everything, consider having a team meeting to review common concerns or to clarify anything that seems unclear. Let your team know that their feedback has been heard and that it matters. If this isn’t a key part of your process, you can count on getting fewer and fewer responses as time goes on.
*If you are interested in learning more about an event lead management solution that supports all of the capabilities mentioned above (like the post-show text message), contact us for a demo!