There are many reasons exhibitors do not evaluate their trade show efforts. One reason, the CEO does not believe that marketing can prove itself via numbers. Yet you want a seat at the revenue table along with your peers.
Graphic from Marketo
In your heart of hearts you know it was a good show. The sales manager snagged orders galore for the new product. Favorable press coverage in all the post-show press added to your show impact. There were no major logistical problems. So why do you have this uneasy feeling? Because there are no quantifiable results, no hard data that nails it all down. The only evaluation of the shows success rests on your well-tuned powers of observation. Thin stuff, in the battle for budgets and management support.
Accountability – start with one or two shows
Once the decision is made to conduct research on the trade show program, the tendency is to begin with the most expensive show. But I would suggest to pick one that seemed to be a resounding success and another one that has been deemed marginally effective. By comparing and contrasting the results from these two different shows, you can gain valuable knowledge as well as ROI numbers.
There is a free ROI analysis tool from Exhibit Surveys, which can be found here.
You will need to answer 14 questions so that the powerful analytic can do its job and produce the ROI on your show. Some of the questions are simple, like the name and dates of the show. And there are a couple of questions you will need to contact the show organizer and gather that data, like the net attendance figures.
Below are graphics from the Tool Kit which shows the information that must be gather for it to function correctly. This is a sample piece. Skip Cox of Exhibit Surveys formulated this example around Linux World.
Showing management that you might have a 12:1 return on a show would definitely earn you a seat at the revenue table!
If you have any questions, please feel free to contact me at joycemckee [at] letstalktradeshows [dot]com].
Let’s make 2012 the best year ever!!
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