In-house, post-trade show surveys have given me invaluable feedback and great ideas. I ask each salesperson and booth staffer to complete my quick 5 – 6 question survey. People who were just attendees at the show to complete the survey as well. It gives a slightly different perspective from the booth staff.
I introduce the surveys in my pre-meetings. We discuss why we are going to that particular show and I ask each staffer and sales person to write down their objectives for the show. I keep copies in my event box at the show and ask them to complete the surveys as they are walking the floor.
Here are the questions I ask:
- Show Name
- Show Dates
- Your Name
- Competitors Exhibiting
- Competitors Sponsoring the Show
- What stood out at our competitors’ booths?
- What stood out at other booths? What tactics should we adopt?
- What did you like about our booth?
- What would you change about our booth?
- Should we attend this show next year? Why?
- Did you achieve your show goals?
These questions fit front and back on a half sheet of paper and can be used for any trade show. If I am not able to attend a show, this gives me insight and I scan all of the answers into my event folder. The first thing I do when the show comes back up on my calendar is to look over the surveys again. It helps me remember if the show is worth attending and how we can improve.
The booth staffers can be wary about giving honest feedback. I have combatted this in a few ways. The first is to incorporate their advice and ideas into the shows over the years. I also give them credit for the ideas. News like that spreads fast. For new staffers, I explain how I want their point of view because they are in the trenches and have better access to information than I do. The last is that I work hard on being gracious about the negative feedback I receive.
The trade shows are my baby and hearing criticism can be hard. I continually work on listening and accepting it – and improving.
