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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.
www.cbi.eu
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