Make the most out of your exhibiting experience by using our trade show post mortem template! A post mortem is an analysis conducted after an event to analyze your successes and challenges. By gathering and documenting these insights, exhibitors can refine their marketing, sales, networking, and show planning strategies. With decades of experience in the field, we’re here to share our insights and a free, downloadable template you can use to get started.

Table of Contents:

• Why Do a Post Mortem Review?
• Our Trade Show Post Mortem Template
• Additional Steps to Take After a Trade Show
• Presenting a Post Mortem to Your Boss
• How Cardinal Expo Can Help You

Why Do a Post Mortem Review?

In business, a post mortem allows you to evaluate what went well and what didn’t during an event. This is especially beneficial when exhibiting at trade shows.

Exhibiting is a costly investment. If you are committed to several shows throughout the year, you can make the most of each experience by learning from it. By analyzing key metrics, companies can pinpoint specific successes and identify areas needing improvement. This way, you are able to refine your approach for upcoming shows and achieve greater results.

A post mortem can also offer you the reporting you need to convince company leaders or other decision makers to continue providing funding for trade shows in the future. Over 50% of business leaders think there are better opportunities for ROI at trade shows than other types of marketing, but only 6% of exhibitors report being confident about their ability to get conversions.

If you’re already exhibiting, you have the initial buy-in from company leadership. Now you need to keep it by continually optimizing your performance, getting the results you need, and having the data to back it up.

Measuring ROI and Effectiveness

Conducting a post mortem helps in measuring the return on investment (ROI) from the trade show. Businesses can track key metrics such as leads generated, sales closed, and follow-up appointments scheduled.

Optimizing Logistics and Planning

Reviewing logistical aspects of your exhibiting experience, such as booth shipping and setup, will lead to more effective planning for future shows. In turn, you can save time and reduce costs by identifying and taking advantage of opportunities for greater efficiency.

Boosting Booth Engagement

By understanding how your team interacted with visitors and managed the booth, you can improve overall staff effectiveness for future events. Analyzing visitor feedback and engagement helps businesses understand customer preferences and behaviors better. Tailoring presentations, product displays, and marketing materials based on this feedback can improve customer engagement.

Enhancing Team Performance

A trade show post mortem enhances team performance by fostering a culture of learning and continuous improvement. Post mortem highlights can be used to analyze the strengths and weaknesses of staff, enabling targeted training and development. By reviewing how the team interacted with visitors, handled technical issues, and managed the booth, you can find opportunities to improve overall effectiveness.

We recommend involving the entire team in the post mortem review process. This allows staff to collectively analyze what worked well and what didn’t. Additionally, it encourages open communication and feedback, helping to resolve any issues and improving coordination for future trade shows. The insights gained from the post mortem ensure that each team member is better prepared for the next event.

Strengthening Your Competitive Edge

A trade show post mortem doesn’t have to be confined to your own performance and activities. It’s a great time to evaluate competitor behavior observed during the trade show, allowing your business to gain insights into market trends and competitive strategies. This information is valuable for refining your own market positioning and developing more effective strategies against competitors. Paying attention to what competitors are doing well can inspire innovation and improvement at your own company.

Documenting Learnings for Future Reference

A post mortem creates a documented record of the trade show experience, which serves as a reference for future trade shows. Not only does this give you a wealth of data to consult over time, but also it can be a quick, efficient way of bringing new team members up to speed on past show performance, strategy, and insights.

Overall, a trade show post mortem offers companies a comprehensive analysis of their performance at an event. This helps exhibitors find new ways to refine their strategies and enhance future trade show participation over time. By gathering customer feedback over multiple shows, companies can better align their offerings to boost engagement and satisfaction. The post mortem also optimizes resource allocation, ensuring cost-effective and impactful exhibiting.

Our Trade Show Post Mortem Template

Use our trade show post mortem template for your next trade show! We’re offering it as a free download, which you can view below. Click here to download the template.

Additional Steps to Take After a Trade Show

There are several ways to enhance your trade show success, even after the event. In addition to filling out our trade show post mortem template, this includes:

• Prioritizing leads: Contact leads within 24 hours of the event.
• Posting to social media: Share event highlights on your social media channels. Include photos, videos, and key takeaways.
• Hosting a team meeting: After filling out the post mortem with those who attended the show, schedule a follow-up meeting for those involved in your exhibiting strategy. Debrief anyone who wasn’t in the post mortem meeting on its major findings, and determine next steps for improving your trade show performance.

Looking for more resources? Here are a few that could help:

• How to Ship to a Trade Show
• How Many Giveaways to Order for a Trade Show
• Picking Out the Right Exhibit Booth Size for Your Business
• How to Make Your Trade Show Booth Stand Out
• Benefits of Using Video in a Trade Show Booth Design
• Trade Show Etiquette: Do’s and Don’ts
• How to Follow Up with Leads

Presenting a Post Mortem to Your Boss

A post mortem review and ROI analysis provides concrete data to support the decision to exhibit at the trade show again next year. Here’s how you can use these insights to make a compelling case for your boss.

Highlight Successes and Achievements

Begin by showcasing the key successes from the trade show. Use specific metrics and positive outcomes from the post mortem review to illustrate the value generated. For example:

• Lead Generation: “We generated ___ qualified leads, which is a ___% increase from last year.”
• Sales Made: “We made $___ in sales during the event, demonstrating immediate ROI.”
• Brand Visibility: “Our booth attracted ___ visitors, significantly boosting brand awareness.”

Demonstrate ROI

Present a detailed ROI analysis to quantify the financial benefits of exhibiting at the trade show. Include metrics such as:

• Cost of Participation: Break down the total investment, including booth costs, travel, accommodations, marketing materials, and staff time.
• Revenue Generated: Sum up the sales closed on-site and projected revenue from leads generated during the event.

If there are any metrics that fell short of expectations, be prepared with a brief, data-driven explanation of why, as well as how you plan to improve these metrics next time.

Leverage Customer and Competitor Insights

Use insights gained from interactions with customers and observations of competitors to strengthen your case. By presenting a well-rounded analysis, you can make a compelling argument to your boss for continued participation in the trade show.

How Cardinal Expo Can Help You

Looking for more than just a template? Want a partner that will take booth design and logistics off your plate?

With our comprehensive services, from booth design to fabrication, shipping, construction, deconstruction, and warehousing, we are committed to making your trade show experience exceptional. Our proven track record of success, attention to detail, and dedication to customer satisfaction mean you can trust us to handle every aspect of your next trade show booth.

Partner with Cardinal Expo and elevate your brand to new heights, leaving a lasting impression on your audience. Call us at (800) 695-3452, email us, or fill out the form below to get started today.