Writing an Exhibition Plan

Measuring Exhibition Success for Trade Shows Organized in Dubai

Arranging a great and successful exhibition needs good exhibition stand design, professional staff and careful planning. You can planned everything carefully but you cannot judge before the time that whether the event will bring you success or not, until or unless you won’t evaluate its success.

Obviously the first and the best way to calculate the exhibition success are to estimate how many customers who for the first time contact you after meeting you at the exhibition. You cannot evaluate your success by only collecting visitor’s business cards as they are not your customers until or unless they won’t call you back and ask for their required product after the exhibition.

If you want to convert your prospects into sales, then it is necessary to follow up as soon as possible with the potential clients. Not everyone buys on the day of the exhibition; a lot of people only visit since taking information regarding their favorite products. You can make your exhibition a big success with a follow up email or phone call.

Don’t forget to enter all contact details into your database, in order to contact them further. Follow up these contacts time to time. It will take time to convert all the contacts into customers. If you will be successful in converting these contacts into customers, then the event was a big success.

Ask your trained staff about the interested clients as they are the one who can provide you with a good estimation as who is interested in your business and who not. They will easily let you know to whom your exhibition stand attract, or whether they attract by your product display, signage, banners, or not. This will help you design your stand in better way in next exhibition in order to improve the rate of success.

You can also measure the rate of success of the exhibition by checking how many brochures, products or samples the staff is able to give out. If your staff is able to distribute 1000 brochures and among them, 700 came back then it is not a big success. Train your staff to distribute brochures to only those customers who show some interest in your product, otherwise, this evaluation method may not be considered as accurate.

Ask your staff the rough percentage of people who actually show a genuine interest regarding your product and your business and the number of people who just put your brochure in their pocket and move ahead.

You can also evaluate the success of the exhibition by considering how efficient the exhibition was, overall, by asking the organizers how many visitors visit the exhibition and then check out how many actually visit your exhibition stand. By this you can easily calculate the rate of success of the exhibition.

Above are some most common methods for measuring exhibition success and failure of your exhibition. Choose the one that you think can give you an accurate result. Check out carefully no matter how much time it takes.