Quantifiable objectives are the best
Don’t just measure and analyse leads. When setting your exhibition objectives, try to quantify each one of them. That’s how you maximise your return on investment.
If you’ve exhibited before at the same show, listing out quantifiable objectives is much easier. But even if you haven’t, you need to start somewhere! Use the 6 main objectives channels as a starting point.
- Customer relationships
- Market research
- Brand building
- Channel support
- Media relations
Measuring leads can be quantified against your lead classification system by dividing the total cost of participation by the total number of leads gives you a cost per lead. Divide them into the total L value of sales made from the show gives you your cost per sale. Similarly, other objectives can be quantified. For instance, media coverage can be quantified against a target number of articles and channel support can be measured against how many agents/distributors visited the stand.