Sep 11, 2017
Do you wish you could show value for your program but aren’t
sure how to do it? So often the first line of ROI measurement
is focused on the quantity of scans at a booth. Cindy
McCormick, CTSM and Associate Director Convention Marketing at Novo
Nordisk shares in a recent interview at HCEAConnect 10 key ways you
can increase the value of your trade show results and motivate your
10 Ways to Boost Value, Increase Sales
Rep Engagement and Show Results
- Look beyond the scan. Lead capture isn’t the
only way to measure trade show results. Beacon technology is
one way to track traffic and allow the attendee to approach the
reps on the show floor.
- Use the attendee demographics to measure
visibility. If you have a banner ad, or other sponsorship
and you know the total number of attendees you are able to
calculate how many people saw your message while at the conference.
And depending on the placement, most likely attendees are seeing
the message more than once.
- Use the unopposed and opposed hours to measure
traffic. If you establish the dwell time an attendee has
with a sales rep you can calculate how many people sales reps talk
to during unopposed show floor hours and then change the
calculation to be less when there are fewer attendees during
opposed (during sessions at the conference) show floor hours.
- Leverage exposure in the poster areas. A lot
of attendees go to the poster area at healthcare conventions and
this is a metric that is valuable if you have a poster, visibility
of your scientific information counts towards overall impressions
at a trade show.
- Find Sponsorships that offer visibility. Some
conferences have hotel keycards as a sponsorship and other items
that get repeated visibility. This metric should be included
in the overall impressions and impact on attendees at a
- Consider the location of the conference when
determining overall traffic to the exhibit. If the
convention is in a city that has outside attractions, the traffic
in the hall may decrease during unopposed hours and that plays a
factor in the measurement of people in the booth.
- Focus on quality over quantity. Talking to the
most people isn’t going to give results as effectively as talking
to the right customers. Conferences aren’t increasing the
number of attendees and so the notion of getting more and more
leads shouldn’t be the end goal.
- Create a pop-up territory for conference.
Establish sales goals for the “pop-up” territory and communicate
them to the sales reps and their managers.
- Incent your sales team to have quality
conversations. Choose a reward that is visible and makes
the sales reps energized to have quality conversations over
quantity. This strategy also helps the sales reps feel focused on
the show floor to engage with attendees instead of with
- Host post-show daily debrief sessions. Solicit
feedback during the show from the sales reps and give them the
opportunity to share best practices on how they are engaging in
conversations with target attendees. Acknowledge the daily leader
in the pop-up territory and copy their manager about their on-site
Cindy shares invaluable insights on how you can increase
engagement, value, visibility and ultimately improve results. Check
out the full interview here including how she re-invented her
personal brand after being at a company for 22 years.
Balance Strategy: Cindy recommends sleep
being a primary focus when traveling. She also shares a resource
for energy management and living a performance lifestyle in
order to really accelerate your personal stamina for
Mark Goldberg has an e-book to challenge stakeholders about why
they want to go to shows.
Find Cindy: Cindyamcormick@gmail.com and
If you liked this article and want to learn more about how you
can add value to your program, contact me, I love
hearing from you. Visit www.rockyourtradeshow.com/hcea
for more interviews from the healthcare series.
Credits: A huge thank you to Christy
Haussler and Team Podcast
for editing this episode!