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Three Ways to Become a Better Exhibitor
3/1/2016
The ability to precisely gauge and measure the results of a marketing campaign is essential for modern marketers. Online marketing and analytics software has simplified the task in the digital realm, however, offline-based marketing initiatives, such as trade shows, require special methodologies to accurately track return on investment and campaign success. ![]() Below are three tips on how to measure the success of your trade show marketing campaigns for a more accurate event marketing ROI. Tip 1: Define Goals ![]() Heading into a trade show without clear goals is like heading into a big game without a game plan. Outlining trackable goals that can be assessed with a simple, "yes" or "no" answer is a fast and effective way for measuring the success of your event and proving ROI. Examples of "yes" or "no" questions:
Tip 2: Track Leads ![]() Fresh sales leads acquired on the show floor can quickly become high-value prospects and, eventually, well-established clients. Tracking your trade show leads allows you the opportunity to see how leads generated at trade shows perform against other types of qualified leads, which in turn helps you quantify the value of trade show marketing. Tips for tracking trade show leads:
Tip 3: Establish an Average Trade Show Client Value After creating solid goals and setting up a framework for tracking leads, it is now time to determine the average value of clients gained from trade shows. Have your sales director provide you with the number of closed trade show leads and the total revenue they generated. Then, divide the total revenue generated by the number of closed trade show leads and you should have an accurate average value of each trade show client. For example, if 10 event leads generated $1,000 in sales, the average value of each lead is $100. Benefits of calculating average trade show client value:
![]() Learn more strategies and tactics to increase your trade show return on investment and download Nimlok's Trade Show ROI Playbook. Inside you will find:
This and other trade show planning and budgeting tools for exhibitors are available at http://www.nimlok.com/learning-center. ![]() Contact: Ericd@orbus.com |
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