Feb 12, 2018
Have you been asked to demonstrate ROI for your exhibit program and need data that is more than cost per lead to validate your program’s results? If you aren’t sure how to show leadership the value of your trade show program, you are not alone. In this episode, Lynn Reves, Director of the Results Division at Exhibitus shares measurement strategies you can start using today.
Four Ways You Can Achieve Measurable Results
1. Explore New Business Opportunities. Set your call to action strategy to be focused on the next step not the last step to converting a potential customer into a client.
2. Focus on Client Retention. A hidden opportunity with face-to-face marketing is client retention. Identify current customers and any that are at risk and include retaining clients as part of the value your trade program delivers.
3. Demonstrate the Value of Marketing Communications. Take advantage of speaking opportunities at a trade show and position the company as a thought leader. Consider including elevating leadership's involvement with key customers and prospects.
4. Take Advantage of Cost Avoidance. Look at ways to consolidate sales meetings at a national conference in lieu of a separate meeting. Gathering global teams at a trade show reduces the cost of having a separate meeting in addition to the conference.
There are many additional ways you can expand the value of your program and win leadership support. Get started with this free trade show program assessment survey at www.rockyourtradeshow.com/assessment. Encourage stakeholders in marketing and sales to take the assessment. Information gathered in the assessment is much richer if sales and marketing take the assessment. Exhibitus offers a complimentary evaluation of the survey results.
Want to learn more about ROI? Visit Exhibitus in booth 1243, at the ExhibitorLive conference in Las Vegas February 25-March 1st. You will be able to hear Lynn speak about an integrated measurement approach and so much more! Receive a complimentary VIP pass by reaching out to me at www.rockyourtradeshow.com/letstalk
Credits: Thanks as always to Christy Haussler and Team Podcast for editing this episode.