Planeando y presupuestando la participación en la feria internacional

1. Evaluation of trade
fair participation
Bogota, Colombia
September 2012
Joost Pierrot &
Christophe Landuyt

2. Evaluation of trade fair participation
Advanced evaluation of the team performance gives the
exhibitor or the coordinator a tool to permanently improve
the output and the profitability of trade fair participation.
For the members of the booth team, a critical analysis can
be both very informative and very motivating.
Success: - minimalist approach vs. maximalist approach
- time factor (industry and company specific)
- quantitative vs. qualitative approach
- financial balance

3. Evaluation of trade fair participation
The evaluation of trade fair participations is closely related to
the Return On Investment (ROI) of a show.
To ascertain if the participation was successful or not, the
exhibitor needs to calculate how much resources (money,
man-hours, other investments) have been used for the
participation and how much benefits he got out of the show.
At present, there are several models in use which differ very
much. These models transform quantitative and qualitative
returns into uniform scales.
The Auma ''Trade Fair Benefit Check" is designed to measure
the benefits of trade show participation on a wide scale,
taking into consideration the monetary equivalent of
qualitative and quantitative returns.

4. Evaluation of trade fair participation
EXERCISE:
http://www.auma-messen.de/mnc/e/mnc-e.html

5. Evaluation of trade fair participation
Performance testing:
- during the show
- quantitative
- qualitative
- after the show (x 2)
- quantitative
- qualitative

6. Evaluation of trade fair participation
Performance testing during the show:
- Count distributed material
- Count stand visitors
- Observation of stand visitors
- Interviews with stand visitors
- Assessment of visitor records

7. Evaluation of trade fair participation
Performance testing during the show:
- Count distributed material (interests/language)
- Count stand visitors (accessibility, visibility, location)
- Observation of stand visitors (routing, fixation duration)
- Interviews with stand visitors ('5-'20, computer, exp.)
- Assessment of visitor records (demographics)

8. Evaluation of trade fair participation
Performance testing after the show:
- Invitation resonance analysis (direct mail)
- Visitor statistics analysis (choice of trade show)
- Interviews with stand visitors (4 weeks)
- Interviews with booth staff (1-2 weeks)

9. Evaluation of trade fair participation
After the show:Budget check
- Deviation analysis
- Calculation of coefficients

10. Evaluation of
Planned Actual costs
trade fair costs € €
Deviation €
participation Rental of stand 6.200 6.200 0
Power Supply 600 650 50
Other basic
1.250 1.290 40
costs
Construction 8.450 12.100 3.650
Equipment 1.800 1.860 60
Design 1.900 2.300 400
Depreciation 600 600 0
Stand Service 1.750 1.750 0
Communication 2.200 2.350 150
Transport 1.300 1.300 0
Personnel costs 5.350 6.000 650
Travel costs 3.100 3.300 200
Other costs 1.850 1.900 50
TOTAL 36.400 41.650 5.250

11. Evaluation of trade fair participation
Budget check : Calculation of coefficients
- Aim: - comparing different trade fairs
- comparing different marketing tools
- How: - recording of different data from different
sources: turnovers, costs, marginal
contributions…

12. Evaluation of trade fair participation
Trade show coefficient I:
value of turnover at the show
X 1000
cost of participation
Trade show coefficient II:
value of turnover at the show
and four months afterwards
cost of participation X 1000

13. What have we learned
from this presentation?
1) A thorough evaluation helps to improve the
performance of both the project manager and
the booth team.
2) Evaluation should be built-in in the activities
and carried out during the show.
3) Evaluation contains qualitative and
quantitative elements, to be measured
immediately after the show and further afield.

15. For more information:
www.cbi.eu