Trade Show Strategies: How Will We Measure Success? – Part 3

People often ask me, “Besides the number of leads we get, what can be measured at a trade show?”

Again, I’ll reitierate what I always say, if you haven’t set out a plan for what you want to accomplish at a trade show, it’s hard to measure anything. However, if you’ve answered the first two questions from my ealrier blogs, (Why are we going and who are we targeting) fairly thoroughly, “How will we measure success?” almost answers itself. For example:

If you’ve determined that you want to showcase/demonstrate a new product/service  to your target audience (Question 1) and, you’ve determined that you’re targeting marketing managers (or higher) of companies with an annual revenue of 25M- 100M that specialize in xyz (Question 2) then you know that you’ll measure success by seeing how many of your target audience you get to the booth for a demonstatration of your new product and whether you’ve “moved the needle” on where they are in the sales cycle. So not only can you measure the success of the tactics that you use to attract your target audience (i.e. mailers, email blasts, the demo itself), but you can survey attendees to find out if they are indeed your target audinece and if they are more inclined to visit the website, get more information, consider your product, or want a rep to contact them as a result of seeing the demo.

Once you gather this kind of measurement and information you’ll be able to see if you’ve been successful at your stated goal, and/or what you might need to tweak, change or drop for future success. Just remember, you need to ask the three questions (Why are we going? Who are we targeting? and How will we measure success?) for every show and then be sure to follow through.


Susan Brauer About Susan Brauer

Susan Brauer, CME and president at Brauer Consulting Group, has more than 20 years experience in the trade show and events industry. Her experience in setting strategic, quantifiable objectives, promoting and strengthening key corporate messages and demonstrating ROI has led her to also become a sought-out speaker at national trade show events and conferences. Susan’s areas of expertise include strategic goal-setting, event measurement programs, booth staff training and hands-on, interactive workshops.

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