• Exhibitor Resources

  • Exhibiting Effectiveness Evaluation (E3)

    The Academy provided an E3-Exhibiting Effectiveness Evaluation as a "value-added" service to all new exhibiting companies and selected others at AAO 2014. All exhibiting companies were evaluated in 2013, and the top 50 companies in priority point order and new exhibitors were evaluated in 2012.

    This service is provided to help exhibitors acknowledge and reinforce what’s working as well as to identify what can be improved in your exhibiting program. The ultimate goal is to ensure that your company gets maximum value and results exhibiting with the Academy in addition to delivering a high-quality exhibit hall experience for meeting attendees.

    Over the past several years, your exhibit was evaluated in action by one of three exhibiting experts led by Jefferson Davis of Competitive Edge. They looked at 21 visually observable at-show practices grouped into three major categories:

    1. Exhibit presentation,
    2. Product/Service presentation, and
    3. Exhibit Staff.

    Your personal report includes your overall area scores, individual question scores, evaluator comments, and photographs. To compare your relative performance, it includes average scores for your exhibit size and for all exhibitors evaluated.

    Please pay careful attention to yellow highlighted scores as these are areas where your exhibit scored lower than the show averages and exhibitors in your size category.

    A link to the report was emailed to AAO 2014 exhibitors evaluated in Chicago.
    To receive a link to your Exhibit Effectiveness Evaluation, email exhibitions@aao.org.

    What exhibitors are saying –

    • “Thank you to the AAO for providing this service. It really helps us determine how our booth is being viewed by others.”
    • “Thank you so much for the evaluation. It has information that will help us make our booth more effective in 2013 and beyond.”
    • “Thank you for this added service. We find it most helpful, especially since this year we moved up to a 20 x 20 and used our larger booth for the first time in many years. The report confirmed what I had hoped to accomplish!"
    • “Good afternoon! The organization is impeccable. We like very much exhibiting at the AAO. We had a wonderful show.”
    • “I really appreciate the evaluation and reporting you have provided. I find it is easy to miss important facets of booth design and execution when so closely involved with it. And the opportunity for objective evaluation will help us continue to develop and fine tune our strategy at AAO going forward.”

    AAO Standout Exhibit Ideas Photo Report

    Looking for ideas and inspiration to improve your exhibit? Check out the pictorial reports compiled by the E3 Exhibiting Effectiveness Evaluation team. Congratulations to all the companies featured in the reports.

    Exhibitor Success Webinars

    Two free webinars took place on Sept. 17 and 25. Replay these webinars below. To get the most out of the webinar replay, download the participant workbook for each course which will help you interact with the content, capture it and pull the most important ideas out so you can put them to work immediately.

    Improving Exhibiting Effectiveness: Observations From AAO Exhibit Evaluations Plus Findings From Over 10,000 Other Evaluations


    Learn eye-opening insights and practical strategies to improve three areas that significantly impact the success of your exhibit program:

    1. Visual impact and communication effectiveness,
    2. Effectiveness of in-booth product/service presentations/demonstrations, and
    3. Exhibit staff.

    This highly-informational webinar includes the 21 evaluation questions, summary of scoring from previous AAO annual meetings, best practices observed at AAO and 53 other shows, plus photographs of these practices in action.

    Inside the Exhibiting Numbers: How to Measure and Report Exhibiting Performance and Return on Investment


    This webinar will teach you an easy-to-apply tradeshow measurement process that helps you provide senior management with the metrics to justify and get more from your tradeshow investment. You will discover:

    • Budgeting for tradeshow success.
    • How to measure hard and soft dollar ROI.
    • Tradeshow performance metrics, such as Exhibit Interaction Capacity, Exhibit Attraction Efficiency, and others.
    • Reporting tradeshow performance and results to management.
    • And a whole lot more!

    Useful Tips for your Next Show

    Review 9 Steps to Stand Out and Be Remembered at Your Next Show. (PDF 193KB)


    As attendees walk the aisles and glance toward an exhibit, they unconsciously ask themselves three questions:

    • What do you do?
    • Why should I care?
    • Who are you?

    Evaluate how you are currently using imagery and copy to quickly and visually answer these three questions.

    Product/Service Presentation

    Whether you are marketing products or services, you must find ways to get visitors to physically engage.

    • Avoid static presentations as they do not attract interest, create impact or influence visitor recall.
    • Support your in-booth presentations and demonstrations with visual features and benefit graphics.


    • Don't have too few or too many booth staffers.
    • Make sure their dress or apparel identifies them as a booth staffer.
    • Ask them to keep their body language open toward attendees in the aisles and to acknowledge visitors quickly.
    • Avoid inappropriate behaviors like sitting, eating, drinking and texting in the booth.

    Exhibitor Advisory Committee (EAC)

    The Exhibitor Advisory Committee (PDF 118KB) advises the Academy on issues and concerns affecting exhibitors. Exhibitors are encouraged to share their viewpoints and concerns with the committee or with the Academy's exhibitions staff.