What’s After the Show?

Continual improvement is a goal for all businesses and so, it is important to evaluate your activities. Knowing that events can play an integral role in any company’s branding, event managers are committed to do the best job they can for each events, and a better one for the next.

To continually improve, you have to have a very clear and concrete idea of where you are right now. An objective measurement of performance is the only way to plan for and achieve an improved result at subsequent shows. It might seem a little backward, but the reality is that preparing now for post-show activities is one of the wisest decisions you can make.

By clearly deliniating your plan after the show, you’ll be able to streamline your operation, delegate people to the proper duties, ensure all leads are followed up in an effective manner, and maintain valuable business relationships.

Look back

Look back at your pre-event aims and targets and compare your event with them. The evaluation process should be ongoing, and occur throughout the event management process. Compare your Return on Investment and Return on Objectives.

Lead taking system

One of the most valuable things an attendee shares with you is their questions and remarks. They are letting you know what they are expecting. Make sure your team has a place to note visitor requests – and have them use it! And ofcourse, Without a system in place, lead management can be a nightmare- some will go into the common pool, others will ‘disappear’.

Feedbacks or sales from a show can be tracked and shared with the partnering company as well.

Show budget

Compare what you’ve spent to what you were supposed to spend. Are there areas you saved money?  Did you go over budget in other areas? Unforeseen circumstances sometimes push costs up, but consistently missing your targets may mean either budgets or choices need to be adjusted. Discuss which it is, and make changes as needed before the next show.

When evaluating, many people look at just the negative elements – what went wrong – but you should look at what went well too.No matter how your event went – there are bound to be a number of things you can learn for the future.

Learn from what went wrong and move forward.

And of course what should not be forgotten, but many are not doing:

A “Thank You” letter or e-mail for registered visitors

In our information overload society, “Thank You” notes have become the rarest of correspondence. Yet they are a quick and easy way to let your attendees know that you appreciate their time and attention – and that you will value their future business! It’s a nice, personal touch. Delegate one or two staff members to this task, and have it done within 48 hours of the show close.