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		Exhibit Marketing - ROI & ROO Learn why measuring return on investment and return on objectives are critical to your program. Then learn how to integrate effective ROI and ROO measurement strategies into your program. Single Article PDFs Click an article title for detailed information. Forget Me Not From crackerjack staff to demos that dazzled, learn how six different companies earned memorable marks in Exhibit Surveys Inc.'s annual Most-Remembered Exhibits study. 9 Simple Fixes 10 Times the Sales Paul Fazio was about to give up on trade shows as a marketing tool. Then he met research consultant Martin Smith. Together they doubled leads, and generated $4 million. Paper vs. Electronic The luddites square off against the technophiles to debate the pros and cons of paper and electronic lead systems. How to Write a Post-Show Report A trade show isn't over until you evaluate your success and compile a comprehensive report. Here are nine sections to include. How to Measure the Value of a Trade Show Program Justify the value of your trade show program to management by speaking their language. Here's a four-step measurement process based on metrics used by sales, marketing, finance, and PR. All-Star Awards: 1-Percent Solution Bob Milam of Kerry Americas ignores the masses and focuses on key customers – to the tune of $750,000 in sales. All-Star Awards: Keeping Score Lisette Riveira of Florida Power & Light Co. trims her show calendar by 69 percent and boosts leads from zero to 200 per show. All-Star Awards: Online Anytime Pat Reardon takes Cisco Systems Inc.'s Networkers Conference online to attract 300 new users and add value for existing attendees All-Star Awards: Rerouting FedEx Camille Ellison consolidates FedEx Corp.'s trade show program and increases leads by 500 percent. All-Star Awards: ROI Reboot Glenda Brungardt of Hewlett-Packard Development Co. initiates an automated measurement program on management's dollar. All-Star Awards: Software and the City Leann Bradburn of SignalSoft Corp. creates an interactive exhibit that increases sales leads by 216 percent. How to Create an Attendee Survey This article will help you decide: A. How long to make your survey B. What questions to ask C. When to send your survey D. All of the above. The Best Remembered Exhibits of 2003 Which booths do trade show attendees remember most – and why? Find out in this summary of the annual memorability survey from Exhibit Surveys Inc. The Cost of Cancellation Tekelec's Noreen Jurek creates an impact statement to help upper management decide whether or not to cancel a show. ROO: The True Measure of Exhibit Success How to measure success using return on objectives. Total Recall Memory experts reveal six key factors that influence how well (or how poorly) show attendees remember your exhibit. Is Your Event a Success? Here are six ways to find out. Are Trade Shows Really Worth It? The answer is a resounding YES. Exhibit Survey's latest audience trends data demonstrate that trade shows continue to attract real buyers. Here are the numbers. Using Audits to Improve Exhibit Performance Seven steps to determine whether your exhibit measures up. Online Articles Beyond the Fishbowl If you're only using lead forms to collect basic purchasing-related info, they're little more than glorified fishbowls. Doug MacLean explains how lead forms can collect myriad data for internal stakeholders, and provides a step-by-step guide to help Trade Show Trends The results of Exhibit Surveys Inc.'s annual Trade Show Trends report are in. And while trade shows continue to attract qualified buyers and influence their purchasing decisions, the cost to attract those buyers has never been higher. Trade Show Audits: Time for Real Pain The fight over show audits: Is it fact or fiction? AIF: The Need-to-Know Number When it comes to the Audience Interest Factor, what you don't know can hurt you – and kill your program. Customer Anthropology RSA Security Inc. continually improves its annual event with innovations developed by observing and analyzing attendee behavior. The Anthony Experience Think your next trade show concept is pure brilliance? Test it before the show by harnessing the power of the unbiased opinion. The Principle of Urgency Business opportunities available in a time-delimited environment will be lost to those who fail to take immediate and intentional action. The New Voice of the Customer Most companies don't know that traditional customer inputs can undermine success, growth, and innovation. If you want to ensure success at your next corporate event, it's time to think differently about what your customers want. Measuring the Value of Customers The main purpose of events is to build and strengthen customer relationships. But how do you quantify the value this brings to your company? Dr. Martha Rogers explains a revolutionary new metric to help marketers measure the value of customers. The Brazen Art of Marketease At their annual event, Jim Gilmore and Joe Pine of Strategic Horizons LLP turn the traditional concept of customer service on its head – teasing, tantalizing, and tormenting customers. Achieving Brand Unity Through Events Faced with weak brand identity among its business partners, Best Software Inc. CEO Ron Verni initiates an annual partner conference to unify the company and drive corporate objectives. Customer-Driven Event Marketing To create successful events that drive revenue, a company must first aggregate its customers based on their behavior in the marketplace. HP's Event-Measurement Imperative Rob Aston, manager of corporate event marketing for Hewlett-Packard Development Co., discusses the company's event-measurement strategies. Trade Show Trends Trade shows attract qualified buyers and influence their decisions. And we can prove it. Here are the latest results from Exhibit Survey Inc.'s annual audience survey. Top of Page Additional Resources Exhibiting Tips: Management and Reporting Seminars: ExhibitorFastTrak Chicago: Measurement and Analysis of the Purchase Experience to Improve ROI ExhibitorFastTrak San Francisco: How to Turn Your Trade Show from Money Pit to Profit Center ExhibitorFastTrak Atlanta: Online Lead Management at Trade Shows: Getting a Better ROI ExhibitorFastTrak Atlanta: How To Measure the Value of Trade Show Participation

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