We already send a post-event survey. What is different?

A survey collects opinion and returns nothing. This returns a scored report the exhibitor can take into their own budget meeting, which is why they finish it. The completion rate is not a marketing metric here. It is the whole mechanism, because a survey nobody completes gives you no floor-wide comparison to rank against.

Where do the benchmarks come from?

Your own floor, in year one. Every exhibitor who answers becomes part of the comparison the next one is scored against, so the benchmark starts thin and gets harder to argue with each edition. Nobody else can build it for your show, because nobody else has your exhibitor list.

You do. It sits in your account, on a licence you hold directly, and we tell you what that costs before you commit. The exhibitor owns their own report and can share it with whoever they like, which is rather the point of writing it to be forwarded.

Does this only work for exhibitors?

It is the one worth building first, because it sits on the revenue that renews. The same instrument runs for delegate experience, for sponsor value reporting, for speaker evaluation and for next-year intent capture, and each of those is a different question set on the same model. Build the one attached to the money, then decide.

For organisers, trade shows and venues

Rebooking is decided in a room you are not in

Three weeks after the show, your exhibitor sits down with their marketing director and their finance lead to defend the stand. All they have is a list of badge scans and a feeling. Whatever gets said in that room is your renewal, and you find out in October.

Score your funnel How the build runs

Not open yet. Ours scores your own acquisition rather than your floor, and it is the quickest way to see one of these working.

The renewal

Your exhibitor is not deciding. Their colleagues are.

The person who stood on the stand rarely signs for it. They have to carry the case back to people who were not there, and they carry it without evidence.

Over 40%

of deals stall because the people in the room disagree with each otherEdelman and LinkedIn, 2025

84 days

sales cycle across events, conferences and trade shows, the shortest in our advisory and media set40 B2B industries, 14 dimensions eachQuiz Funnel Opportunity Atlas, 2026

You are not losing renewals to a better show. You are losing them to a meeting with no numbers in it.

How it goes now

Goodwill, a footfall figure and last year’s photographs

The rebooking call is a good call made with the wrong material. Attendance is your number, not theirs, and it answers a question nobody in their budget meeting asked.

Your team knows which exhibitors were happy because they spoke to them on the Thursday. They do not know which ones scanned badges and never followed up, which ones sent two juniors, or which ones won work and have not connected it to your show.

All three of those rebook differently, and all three currently get the same call.

What we would build

The Exhibitor ROI Scorecard

Lead volume and quality, stand engagement, brand exposure and pipeline attribution, scored against the rest of your floor and returned as a report their finance lead will accept.

yourevent.com/exhibitor-review, question 4

Question 4 of 9

About 90 seconds left

How many of the conversations at your stand had a budget holder in them?

yourevent.com/exhibitor-review/result

58of 100

Good show, under-worked stand

The footfall reached you. The follow-up did not leave the building.

Your scans put you in the top third of the floor. Your response time puts you in the bottom quarter, and the gap between those two is most of the return you are missing.

Strong
Reach. Stand position and traffic both landed above the floor median.
Leaking
Follow-up. First contact left the building more than a week after the show, by which time the conversation has gone cold.
Next
Staff the stand for capture rather than for coverage, and book the follow-up week before the show, not after it.

Sample screens. Nothing in them is drawn from a real event: RampFunnels is pre-launch and has no client data to show.

Every question is one the exhibitor can answer in their own records and one you could never ask on a call without it sounding like an audit. That is the trade: they answer honestly because the report is for them, and you get a ranked floor as a by-product.

When it runs

Four moments, and the first one is the week after the show

The whole thing is worthless in November and close to free in the week the badges are still on the desk.

The week after
It goes out while the stand team can still remember which conversations were good. Wait a month and you are collecting an impression of an impression.
Sent to the exhibitor contact and the stand team.
The report back
A scored read on lead volume and quality, stand engagement, brand exposure and what made it into their pipeline, set against the rest of your floor.
Theirs to forward. It is written to be forwarded.
Your ranked floor
You see the same scores they do, across every exhibitor, before the rebooking calls start. Who is delighted, who is quietly disappointed, who never worked their stand.
Usually the surprise is which is which.
The rebook call
Your sales team opens on the exhibitor’s own numbers rather than on how much everyone enjoyed it, and the early-bird offer routes by score.
Different call for a 30 than for an 80.

You already own the distribution. An organiser has something almost nobody in this study has: a list of firms who will answer, because they paid to be there.

Who gets which call

Three exhibitors, three conversations, one instrument

The routing is the commercial decision and it is written before the questions are. Your sponsorship lead signs it, because they are the one who has to make the calls.

Rebook now

Worked the floor, got the pipeline

Scanned well, followed up inside a fortnight, and can point at deals. These are early-bird calls and upgrade conversations, and they are the ones your team currently gets to last because they are the ones nobody worries about.

Coachable

Good event, poor stand

The footfall was there and the stand was not ready for it. Under-staffed, no lead capture, no follow-up plan. They blame the show. The report shows them where it actually went, and it is the most valuable call your team makes all year.

Wrong fit

Not your audience

The leads were real and they were not their buyer. Selling them the same stand again buys you one more year and a bad reference. Move them to a package that matches, or let them go and say why.

Your traffic

The list you own, and the two you rent

Delegate acquisition and exhibitor renewal pull from different places, and only one of them is free.

Meta ads

Cold social will not fill in a delegate registration form in March. It will answer four questions about its own year and arrive on your list already segmented.

Content and webinars

The between-editions webinar keeps the list warm and returns nothing you can sort by. The same session with a scored entry in front of it tells you who is buying a stand next year.

Partner promotion and your own email list need no media budget and carry the highest completion rates you will see, which is why the exhibitor instrument runs there first.

All the channels

Packages

Three packages, fixed scope, nothing open ended

One instrument built and live, the funnel around it, or the programme that adds delegate, sponsor and speaker question sets on the same model.

An event runs on a calendar, so the build is scheduled backwards from your show date rather than forwards from a kick-off. If your next edition is inside three months, say so on the first call and we will tell you honestly whether it fits.

Prices are not published yet because they are not final. When they are, they go on the pricing page as numbers.

What is in each package

Questions

What organisers ask, starting with the uncomfortable one

It is the right question and the honest answer has two halves. A score that says the show was wrong for them costs you that renewal, and you were going to lose it anyway, a year later, with a worse reference attached. A score that says the show worked and their stand did not is the opposite: it is the only version of that conversation they will accept, because the numbers are theirs and not yours.

The rest of the questions

Your turn

Walk into the renewal call holding their numbers

Ours scores the four things that decide whether the traffic you pay for turns into booked revenue, and hands back a number, a band and a report. It is the same instrument your exhibitors would meet, aimed at you.

Score your funnel Book a call

Not running yet. The report is yours whatever the score says.

Rebooking is decided in a room you are not in

How many of the conversations at your stand had a budget holder in them?

The footfall reached you. The follow-up did not leave the building.

The week after

The report back

Your ranked floor

The rebook call