Trade show marketers have been asking for a low-cost way to quantify the performance of their exhibits—and we're pleased to unveil our solution. Introducing Exhibit Assessments from 3D Exhibits—featuring an Exhibit Effectiveness Score.
An Exhibit Assessment is very similar to an exhibit audit—with the difference being that an Exhibit Assessment measures the performance of just your exhibit and does not include any reporting on your competitors. With an Exhibit Assessment, you'll receive a detailed analysis of your exhibit's strengths and weaknesses and suggestions for improvement—delivered at a competitive price point.
As part of every Exhibit Assessment, we also calculate an Exhibit Effectiveness Score for your exhibit. This composite score—derived from sub-scores for brand and messaging, visitor experience, and staff performance—is easy to understand at a glance because it equates to the standard school grading system. A numeric score without context won't mean anything to management. But knowing that your exhibit scored an A- or a C- communicates clearly to everyone who reads the report. Our reports also graph your score to clearly and visually communicate exactly how your exhibit is performing—even to the busiest executive.
Exhibit Assessment's affordability makes it ideal for companies who are just getting started with measurement. Clients use their Exhibit Assessment and an Exhibit Effectiveness Score to:
- Quantify performance.
- Track improvement over time.
- Identify opportunities for improvement--often prior to designing a new exhibit.
- Validate and reinforce recommendations for program improvement to management.
- Compare performance against competitors. (optional upgrade)
Alicia Watson, trade show and event coordinator at Q'Straint, said, "The number and quality of our leads have improved because of the changes we made to our exhibit and trade show marketing program based on the results of our Exhibit Assessment. And for the first time ever, sales is excited about what we're doing at trade shows."
Q'Straint, which develops safety solutions for wheelchair passenger travel, implemented three Exhibit Assessments prior to planning its new exhibit.The reports detailed Q'Straint's strengths, weaknesses, opportunities for improvement, and quantified its performance. Q'Straint also upgraded its Exhibit Assessment to include audits of competitors' booths. "The comments were dead-on and the report made it easier to explain to management what we needed and why. Now, our message is clearer, and attendees comment that they like how our exhibit tells a story," said Watson.
Pamela Summers, marketing communications manager at Mitsubishi Electric Automation, Inc., implemented an Exhibit Assessment plus competitive audit two years ago—and a follow-up assessment and audit last year. The first assessment identified where Mitsubishi had the opportunity to improve. The second assessment showed that Mitsubishi had gone from lagging behind its competitors to matching and surpassing the performance of competitors with much larger spaces and budgets.
"It feels fabulous to be able to show management and our team evidence that our investment in improving the way we exhibit at trade shows is paying off," said Summers.
If you think an exhibit audit or a strategy consultation would benefit your trade show marketing program, email Stephanie Coupland (scoupland (at) 3DExhibits (dot) com), to set up a free consultation.
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