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Learn from your exhibition participation

Learning from your exhibition participation to do (even) better next time round? These four steps are going to help you take a great leap forward.

Arrange for a mystery shopper. Hire someone – preferably an independent outsider – to visit your stand incognito and secretly subject your staff to some ‘field-testing’. Ask the organisers whether they offer this kind of service, if not enquire if they might be interested in arranging and offering this option to other exhibitors as well. Jointly hiring a mystery shopper will not only be cheaper, but getting the organisers to arrange it has the additional benefit of you yourself not knowing who the mystery shopper is.

Peek at your neighbours. Or better yet, take the time to go over and investigate how other exhibitors approach their participation. Take notes on all the positives and negatives that stand out. Take a photo as a reminder. Scrutinise things like how other stand staff members behave, how stands have been laid out, their stopping-power, visual communications and overall appeal. Which stands are eye-catching and why?

Ask your visitors what they think. This might be a bit tricky during the actual exhibition seeing as obtaining feedback about your exhibit’s concept isn’t really one of your primary conversational objectives. But, should the opportunity present itself, don’t hesitate to ask what they think. For example, you could ask what grabbed the visitor’s attention, what sticks out in their minds, and whether or not the messaging displayed on the visuals was successfully transferred. Alternatively, you can also consider phoning up certain visitors after the exhibition to get some feedback on those questions; most people don’t mind being asked if it’s for the good cause of doing a better job next time round.

Evaluate with your team. Set up a meeting with your team for an open-hearted discussion. Ask them for their positive and negative experiences. Is there anything they want to point out and what could be improved upon next time; anyone who actively participated in making the exhibition a success most probably has something they want to share or get off their chest. It’s also a good idea to get people to share their thoughts during the exhibition and/or at the end of each day when impressions are at their very freshest.


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