Key Metrics for Evaluating Exhibition Stall Design Impact

Behr-Hella Thermocontrol India Private Limited (BHTC) decided to commence their new office in Pune, which required networking opportunities and proposed a one-day event. However, they found it challenging in their workspace as it was under construction, and making their products visible was difficult for audience management. Insta Brand Activation offered suitable solutions to BHTC by providing Exhibition Stall Design to showcase their products. These strategic solutions have helped showcase their product and effectively engage its target audience. 

Taking into account the the global exhibition market, it was estimated at USD 60.63 billion in 2022 and is anticipated to reach USD 84.92 billion by 2029.  In the ever-changing world of exhibitions, organizations must adopt a suitable Stall Design that impacts the audience's attention, contributing to higher brand visibility, business deals and more. Firms must invest in exhibition Stalls with a proper strategy, making the task seamless.

Understanding the key metric is crucial for evaluating the stall design impact:

Visitor Engagement

The organizations have certain business objectives for why the exhibition stands are performed, and if it is not meeting their expectations, then they have to ponder the key metrics to ensure that they comprehend what exactly has happened. It is imperative to have an accurate count of the visitors who came in and interacted with the stall personnel, which is the first step for evaluation. To know more about the insights, one should seek out the total number of visitors, average time per person, and the ones who passed by and interacted, which will help determine the efficacy of the stall's design in luring future visitors and retention as well. 

For instance, Intel Corporation often participates in technology exhibitions such as the Consumer Electronics Show and utilizes this platform to showcase its latest offerings. The exhibition stalls feature attractive displays aimed at engaging the maximum number of visitors and customers. 

Ankur Ashok Kumar Jain, Managing Director, Skyframe "An exhibition stand is a must-have for any business looking to make an impact at trade shows or conferences"

Lead Generation and Conversion

Setting up a stall helps the firm generate leads for them and build rapport with the visitors, and it depends on the skillsets of the person they are interacting with. The lead generation metrics will provide a clear picture of the potential leads received during the event, the number of inquiries received for the product or service, and the business cards exchanged. On the other hand, it is crucial to examine the quality of the lead, which comprises psychographics, demographics, and alignment with target audience profiles, which offers critical information into the success of the stall in luring hot prospects. Moreover, checking the lead development through the sales funnel gives a clear picture of the design's impact on lead conversations.

Microsoft conducts events and trade shows worldwide called Microsoft Ignite. They showcase their latest products across various domains, and with their electronic lead capture framework installed at the stall, they can track the visitor count and take the details from people who are interested in their products.

Taking Feedback

Taking feedback is one of the effective methods that the organization needs to perform after the event. Getting the suggestions of attendees and potential investors serves as vital information for assessing stall design impact. It helps to know where they are behind and how they can improve in the next attempt. Apart from taking feedback, it is essential to perform group discussions and personal interviews with the visitors to understand their perspective and make the alterations that will pave the way to improvement. More importantly, the questions have to be structured and utilized to solicit feedback on every minute aspect of the stall design, including content, appeal and overall impression.

Samsung Electronics is renowned for its participation in technology exhibitions and trade shows such as Mobile World Congress and IFA Berlin. They exhibit their advanced technology in mobile devices, electronics, and more. To evaluate the impact of their stall design, they take feedback from the visitors.

Return on Investment

The return on investment (ROI) is a key metric in evaluating the success of the engagement. Several financial breakdowns come under the ROI category, such as branding materials, stall installation, logistics, etc. The expenses incurred for the overall stall design have to be compared with the revenue generated, which will give a detailed insight into the measure of ROI. At the same time, it is much needed to assess the intangible benefits, such as the visibility of brand and network opportunities, which will assist in evaluating ROI. Eventually, the calculations associated with ROI will showcase whether the event has succeeded and whether the amount invested was useful.

IT giant IBM conducts expos called CES and IBM Think, wherein they showcase their advanced technologies and solutions in diverse areas. The firm tracks the ROI impact with the cost associated with all stall-related activities and takes the insights out of it. 

In a nutshell, as the companies tend to grow, the exhibition stall will be in huge demand due to the potential benefits that can be gained from it. Before setting up the stall, plenty of research has to be done so that the proper engagement can be done, impress the visitors and convert them into potential prospects or investors. Upon the completion of the exhibition, it is crucial to assess the performance of the activity with various metrics to ensure it delivers a positive outcome or vice versa. Metrics will assist the firms in comprehending their weak points and what changes can be brought to make the future exhibition stall more impactful, contributing to more benefits.