10 Things About Trade Shows Your Boss Wants to KnowStay one step ahead of your boss by having an answer to these trade show booth questions before they even ask.

Trade shows are an excellent way to promote your brand, generate leads, and build your networking connections. As beneficial as investing in trade show booths can be, your boss may not be totally convinced that it s worth the time and money. If you are ready to convince him/her on why you should be at the show, you need to be prepared. Here are some things you can expect your supervisor to ask you about the show.

1. What s Your Plan?

What s your goal? How many leads are you going to try to get? Instead of just going to the show for the sake of going, know exactly what you want to take away from it and communicate this plan with your boss.

2. How Much Traffic Did You Get?

Once the event is over, he/she will most likely want to know if there was a steady stream of traffic running through your booth or if you were having problems getting people to stop by your exhibit.

3. How Many Leads or Sales Did You Get?

One of the reasons your boss probably agreed to letting you exhibit was the fact that you would get sales or leads out of it. Keep a detailed list of all of the leads or purchases that were made at your display. Since your supervisor probably has a lot going on, they aren t going to want to flip through pages and pages of leads or receipts. Simplify this by creating a spreadsheet after the show that contains all of this information.

4. Did You Network With Other Professionals?

Were you able to meet any other industry professionals that you could do business with in the future or who may be able to refer clients to you? Communicating this information to your superior will give him/her an idea of who was at the show.

5. What was the cost?

Cost is a major factor for your boss, so they will want to see an expense report. Included in this report should be any travel expenses, marketing materials, giveaways, and of course, your trade show display.

6. Who s taking care of the trade show booth?

Have a plan as to who will be setting up the booth, who will dismantle it, and who will be taking care of storing it after the show.

7. How did the staff do?

Staffing your booth with the right employees could either help your exhibit or it could hurt it. Carefully select your staff based on how they work together, as well as if they have an upbeat, positive attitude and enjoy meeting new people. During the show, observe these employees and take some notes as to how their performance is and pass this information along to the boss. This will give him/her an idea of whether or not the staff worked out well or if you should think about using a different staff for the next event.

8. What did our competitors do?

One of the best parts about exhibiting is doing a little competitor research. Did they launch a new product? What did they do to drive traffic to their booth? Could you use any of these ideas? I m not saying you should copy what the competition is doing, but if they are getting more traffic than you are, it won t hurt to get some ideas by looking at their portable display.

9. What improvements could be made for next time?

Even if you had excellent results at the show, your boss may still want to know if there are any ways you can improve your booth, staff, giveaways, etc. for the next event.

10. Was the show worth it?

To know the answer to this question, you will need to know what your return on investment was. This can be done by knowing what all of your trade show expenses were and how many sales you generated during and after the event. Make sure all of your leads are followed up with in order to gain more sales.


Trade shows can take up quite a bit of time and money, but with these tips, you will easily be able to persuade your supervisor into letting your promote the company at these events.