Exhibit measurement has become a hot topic at 3D Exhibits. More and more of our customers are asking us to provide trade show tips that will help them improve the success of their custom trade show exhibits.
When customers ask us how they can identify the low hanging fruit—the opportunities for improvement that are the easiest to implement and will make the biggest impact on results—we suggest an exhibit audit.
An audit is simply a visual evaluation of how the exhibit actually performs in comparison to plan. Does it communicate the correct image and message, attract and educate customers, and function as intended?
Often customers hire us to conduct a comprehensive exhibit audit because their companies value having a third party opinion.
So how can an exhibit audit benefit your company? By going beyond identifying shortcomings to make specific recommendations for future improvements.
Here's how it works:
1. We put ourselves in the shoes of a show attendee and experience the booth for ourselves. Hypothetical example:
- As I walked up the aisle I couldn't see the Free Trial graphic because it was mounted too low and was blocked by an exhibit staffer standing near the aisle.
- I sat in on the presentation. At the conclusion of the show I lingered in the exhibit. When no one approached me, I left.
2. We deliver a report that outlines opportunities for improvement and specific recommended actions. For the hypothetical example above, we might recommend that you:
- Position key messages high enough that they aren't blocked by people standing in the exhibit.
- Create a system where sales people are assigned to visitors as the sit down for the presentation—and train them to engage those attendees after the presentation.
Our clients have used information from our audits to create staff training programs and to design better functioning exhibits.
How much could you improve your exhibit results if you had an audit?
