Measure your results against your goals
Keeping track of your leads allows you to measure sales directly attributable to your tradeshow participation. Recorded data enables you to calculate the return on investment and demonstrate to management the effect that tradeshow participation has on the bottom line. Other important information can include types of prospects who visited the exhibition stand, products and services of interest, buying intent, results of any pre-show promotional activity, and so on.
To measure the cost per tradeshow lead, simply divide your total show expenditure by the number of leads gathered. To measure the cost per sales, divide the total show expenditure by the number of sales.
The key to tradeshow success is wrapped up in the lead management process. You must know at the outset what you want to achieve, establish a strategy that is user-friendly, and, finally, implement a follow-up operation that leads to bottom-line profitability. With a little forethought and planning, the results will speak for themselves.
- It can justify the investment
- It will help you choose better exhibitions in the future
- It will show which activities need to be improved before, during and after the show
- It will encourage goal-driven activities
If you expect your investment to pay off, you must follow-up and analyse your results.