Trade Show Scorecard for Excel

"Alignment with Balanced Scorecard and KPIs is a great way to control the performance of Marketing."


The Strategy and Tactics Check is a group of metrics used to evaluate the sensibility of objectives and goals set by the company before the trade show, as well as the means used before, during and after the show to achieve those goals and objectives.
Only the right planning wins the battle. Thus, a business can only benefit from the continuous control over its trade show objectives, whether it is sharing information, launching new products, solidifying relationship with customers, gaining publicity or doing competitor analysis. Metrics assessing the success of the business-s pre-show activities, activities during the trade show and the post-show follow-up, help diagnose the viability of the business-s tactics. They will show if the business representatives have done everything possible in getting the results they wanted.