After the show, management wants to know whether it was worth it. A good report answers that on one page, with your own numbers, and uses photos and video to show what numbers alone cannot. Here is a structure that works.
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The people who approve the budget for the next show were usually not on the stand (booth) themselves. Their questions are few:
A good report answers these questions on the first page; everything after that is evidence. Photos and video are part of that evidence. They show the stand, the conversations and the product in action to people who were not there. They do not replace figures. If there were no clear goals before the show, start there next time, see setting trade fair goals.
For most shows, eight to twelve slides or a few pages are enough. Lead lists and cost details follow in an appendix for those who need them.
Every image in the report should have a job. Combinations that work:
| Slide | Image | What it shows |
|---|---|---|
| Summary | Stand overview with people | What we built and how it looked in use |
| Leads and conversations | Two or three conversation photos | Who we talked to, and at what level |
| Product | Demo or product detail | What visitors saw and asked about |
| Team | Team photo | Who represented the company |
| Content | 30-second highlight video | The show in half a minute |
One or two images per slide are enough, each with a short caption naming the day and the situation. Be honest in the selection: a photo shows a moment, not an average. If the stand was quiet in the afternoon, a picture of the busiest minute does not change that, and management will hear about it anyway.
An internal presentation is still a use of the images. Choose pictures you are allowed to use, especially where visitors are recognisable, see image rights at trade fairs. Observations about competitors belong in the text; photos of other stands stay in internal notes at most.
Photo and video appear as a cost line, but the material keeps working long after the show: in sales decks, on the website, in newsletters, in recruiting and in preparing next year's show. Show both sides:
If you calculate a cost per lead, use your own figures: total show costs divided by qualified leads, with your definition of "qualified" written next to it. Compare with your own previous shows rather than with numbers from elsewhere. Our guide on measuring the ROI of trade fair content goes into more detail.
Fixed prices make this line easy to plan: Pixer packages cost €990, €1,490 or €1,990 plus VAT where it applies, with unlimited usage rights. Reusing the material in reports and presentations therefore causes no extra licence costs.
The easiest reports are planned before the doors open:
| When | What |
|---|---|
| Day after the show | Photos and videos arrive, lead export from the capture app, first thank-you post |
| Days 2 to 5 | Lead follow-up starts, short team debrief, costs collected (estimates marked where invoices are still missing) |
| Within two weeks | Report finished and presented |
| After three to six months | Short update: quotes, orders and projects that came from the show |
The update matters because contacts from a show often need months before they turn into orders. Put it in the calendar on the day you present the first report. How to organise the first days after the show is described in trade fair follow-up.
Pixer delivers photos and video within 24 hours after the show ends, so the visual part of the report is ready before the first debrief, even if your team is still travelling home.
Goals, results, costs and recommendation before any detail.
Leads, appointments and costs from your own records, clearly defined.
One or two per slide, each supporting a statement, with a caption.
Representative moments, not only the busiest minute of the show.
Show the photo and video line next to where the material is used.
Report within two weeks, an update on orders after a few months.
For most shows, a one-page summary plus eight to twelve slides. Details such as lead lists and cost breakdowns go into an appendix.
Yes, if it is short. A 30-second highlight on the summary slide gives everyone the same picture of the show in half a minute.
Say so on page one, with the reasons and what you would change. A clear account helps the next decision more than an optimistic one.
Keep competitor observations in the text. Photos of other stands belong in internal notes at most, and the organiser's rules on photography apply.
The stand manager or the person responsible for the show, with input from sales on leads and from finance on costs.
In an update a few months later. Many contacts from a show need time before they turn into quotes and orders.
Photos and video delivered within 24 hours after the show ends give your report its visual part before the first debrief. Tell us the show and your stand.
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