The ROI Tool Kit can be used for both pre-show planning as well as post show assessment.  The focus of today’s blog post is on the post show feature, an ROI assessment of your last show.

To obtain your access to the ROI  Tool Kit, please go here.  You will need to sign up as a member to utilize it.

There will be 14 questions you will need to answer 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.

The 14 questions in the first graphic produce the results in this second graphic.  And in this example, the results are wonderful.  Wouldn’t the boss like to see results like this from the money invested at a show?

On this site, under the Resources Tab (above) you can listen to 2 webinars I conducted with Skip Cox on the Tool Kit.  These webinars cover both aspects of this Tool (pre-show and post show).  The total time on the webinars is about an hour and a half.

Now if you are under a time crunch and need help producing an ROI assessment using the Tool Kit, I have a new service which might be of interest.   Click on the tab above, ROI Analysis.

Let me know if I can be of any assistance during this process.  Contact me at joycemckee (at) letstalktradeshows (dot) com.  In a future post,I would like to highlight the results you have achieved.

Sounds like a Boy Scout question.  But in the world of trade shows, an exhibitor NEEDS to be prepared.  In fact, I will recommend that if you are NOT prepared – don’t go.  I am sure that sounds harsh, but it is so true.  Your lack of preparation will greatly diminish any returns you might experience from the show.  Or think of it in another light, you are aiding your competitors because you were not prepared.  Can you afford that?

Preparation means that you are a well-oiled machine pumping out leads and positive press regarding your products and services.

If you need a boost for your preparation, download my eBook, The Secret to Achieving Brilliant Returns at Your Next Event: a Guide to Maximizing Your ROI and ROO. It is loaded with ideas which can be implemented immediately!  Just click on the red book cover on the right.  It’s FREE!!

My colleague, Ian Sequeira from Exhibit Surveys, has written an excellent White Paper on – Fish in a barrel, or filling your nets?  Proprietary events vs. exhibitions in the B2B high tech industry www.exhibitsurveys.com/whitepapers

This White Paper clearly outlines the benefits of each type of event – the private event, and the exhibition at a trade show.  The statistics show the impact each event type has on the sales cycle.  It provides the reader with some thought provoking assessments on how each of type of event could be used to move the customer/prospect along the sales path.

In his summary, Ian says, “The best take-away here might be the marketing analogy regarding the roles of proprietary versus B2B exhibitions as that of “filling the pipeline, or closing the sale.” EMI puts it well:

One conclusion to be drawn is the connection between external events geared towards acquiring new business and internal events designed to facilitate and serve that cash pipeline as well as create alignment among the drivers of that business.

Each has its essential purpose. Each is necessary. ”

It is refreshing to see the statistics that back up the claims that events work – whether private or an exhibition.   This is a power packed report which I highly recommend you go and download and read.

After you have read it, let’s discuss it.  Future blog posts and comments on this blog can continue this conversation.

Until later…

Last week my friends at The Expo Group unveiled 2 White Papers that could have a profound impact on the world of trade shows. The White Papers are:

1. The Invisible Exhibitor – What Your Exhibitors Aren’t Telling You (and Why That Matters for the Future of Your Show)
2. The Invisible Attendee – What Your Attendees Are Thinking (and Why You Should Care)

This research was conducted by MAYA. Here a bit of background of what they did and then I will make my comments.

“MAYA spoke with more than 100 exhibitors in completely blind interviews, partly by phone and partly on-site at trade shows, over a six-month period. Although our research was co-funded by The Expo Group, we did not mention this to exhibitors. Any time we asked about an exhibitor’s experience with show contractors, we did so without mentioning the specific company names,
or we mentioned the names of multiple contracting companies that exhibitors typically encounter.”

I have been a proponent of listening to the voice of the customer and I applaud the Expo Group for funding this important research effort.

In my opinion here is one of the most important “take away” from this research – exhibitors are confused.

A quote from the White Paper’s Conclusion

“Not all exhibitors were upset, but most of them were confused about something.”

For all those involved with shows – how can you eliminate exhibitor’s confusion? What processes or remedies can be put in place to aid this person?

Then to the other side of this coin – it is paramount that the exhibiting company to use the tools that are given them, so they can have a good show experience. Far too many rush into a show experience and then look to blame other entities, the show, the general contractor, etc, for their own lack of foresight.

So it is a dance and each partner must be well trained so they can bring out the best in each other.

I am sure that I will share more of my thoughts from these documents with you at a later time.

To get the White Papers, go to www.theexpogroup.com

Until later…

All too often the correct information to solve a problem is not readily available.  If there is expertise in-house, you can walk down the hall and talk with someone on “how to “solve the issue.  But what happens if there is no one in-house who can answer your questions?  If you are well connected with business associates, you can call on them.  Then if they do not have the information – where do you go?  Google?   Magazines?   Associations?

In the background, I am hearing the Ghostbusters theme song – who do you call?

Exhibitors of all sizes have questions – Should we exhibit? How can I show a return on the trade show? What do I do with all these leads? And the questions can go on and on.  So if they do not have the expertise – where do they go?

Let’s Talk Trade Shows has a solution for this – on demand information to help exhibitors have the best show ever!  This new resource provides critical education on the 5 step formula for trade show success.

Rather than running around town or on the internet, all the necessary information has been collected and organized by me.  Each week I will be adding more information, statistics, case studies, etc. that can be put into action by you.

This resource can save you countless hours of time.  You can concentrate on getting the job done rather than hunting for the correct solution.

With the launch of this paid member site, we have a sweet deal for you – so check it out my clicking on the red book image over on the right.

The eBook, The Secret to Achieving Brilliant Returns at Your Next Event: a Guide for Maximizing Your ROI and ROO is the gateway to the 5 step formula for success.  Please check it out and then let me know what you think!

Until then…

The tag line “being brilliant with the marketing basis” has been my theme throughout my consulting practice.

The Marriott Corporation had a program many years ago where they examined every facet of their business and sought ways to be “brilliant”.

That had an impact on me and I thought I could (and did) work with my clients to examine ways in the marketing world to be brilliant.

Today I am releasing a new Report on ways to bring that brilliance into your company and weather any economic storm.

There are some wonderful success stories from recent trade show experiences.

I was only able to include 3 of them.

But I would love to hear more from you about your successes with events at this time.

Gary Dale Cearley from Thailand sent in this information:

“I run a specialty business-to-business industry network. Last year we started a strategy of attending industry trade shows and grew exponentially. To give an example of exactly what I am talking about, we had built up forty-eight clients from July of 2004 until May of 2007, when we attended our first trade show. From May of 2007 until March of 2008 we grew another 49 clients, more than doubling three year’s growth in less than one year - and most of the clients came from prospects we met at trade shows or referrals from these prospects.”

Stories like this abound in all industries.

And I would love to share yours with my readers.

To get the new report, titled, “How to Thrive – Not Just Survive – This Economy with Brilliant Marketing” just go to www.letstalktradeshows.com/howtothrive

Until next time,

Joyce McKee

Last week I had the privilege of being interviewed by USAE news writer, Kevin Eaton. 

He was asking for my comments and opinions on the new tool from Exhibit Surveys – the ROI Toolkit. 

The article will be coming out on February 12, 2008.

This effort was a collaborative effort by the Center for Exhibition Industry research (CEIR), Professional Convention Management Association (PCMA) and Exhibit Surveys. 

The full story can be found at http://roitoolkit.exhibitsurveys.net/Home/Welcome.aspx

This is a free resource for exhibitors!

Like any new tool or program, it will take a bit if learning to totally grasp the dynamics of it. 

But once you have mastered the learning curve – one or two passes through the tool, you now have a valuable instrument to determine the return on all those shows you manage.

One aspect I am fascinated by is the “what if” capabilities. 

The tool allows you to adjust some parameters, like booth size, booth staff, etc. and you can see what would happen to your numbers. 

It gives you a point of reference to scale up or scale back your activities for a show.

I encourage you to check it out!

Until next time…

Joyce McKee