Setting KPIs for Your Exhibition Stand Performance – Where do you start?

When attending trade shows, you need to make sure that you totally optimise the approach that you take. Given how limited your time to make an impact is, you can’t afford for your strategy to be to ‘just hope for the best’.

Setting KIPs for your exhibition stand can be a great way of measuring the success of your approach, and then making adjustments accordingly. Let’s explore where you should start with that process. 

Link your KPIs to your objectives

KPIs – key performance indicators – can be linked to pretty much anything. In the case of exhibition stand performance measurement, you need to first think about what your objectives are, so that you can set your KPIs accordingly.

This could be to generate a certain number of leads, attract a certain amount of foot traffic, or just create a certain kind of atmosphere. Whatever it is, before you can set any of your KPIs, you need to get clear on what those goals that they’ll be linked to actually are.

Ensure a certain degree of measurability

With KPIs, you ideally want to pick some kind of metric that you can measure in relatively concrete terms. For example, of the goals listed above, it would be far more difficult to measure ‘atmosphere’ than it would be to measure lead generation.

Make sure that you set KPIs that you can collect relatively clear data on. You need to be able to go over that data at a later date and interpret it, making any adjustments to your stand as necessary with the help of a design expert such as Focal Exhibitions. 

Use KPIs as targets

If the KPIs that you end up setting are well thought out and linked to genuinely important and relevant objectives, then you should also treat them as targets.

Tell the team that’ll be representing your brand at trade shows about those targets, and try to work on ways to meet and exceed them.

After all, your exhibition stand can’t do much work on its own – it needs to be run by a team of competent individuals to work at all.

Integrated data collection

Data collection can be a sensitive area; you don’t want to be too pushy when asking people at trade shows for feedback, and you don’t want to waste their time.

Ultimately, if you want to get anything, you need to make it as easy as possible for people to provide you with data in a consenting manner. 

One way of achieving this is by integrating very quick feedback options into other processes and forms. What this will look like will obviously differ depending on what your exact business is, but it’s worth considering.

Setting relevant and practical KPIs will enable you to take your exhibition stands to the next level. You need to make sure that they’re based on goals that are relevant to your current brand strategy, and that they’re assessable through a relatively easily collectable form of data. Beyond that, you’re pretty much free to set them as you please. 

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