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The Beauty in ROI
Visually, your display is stunning! Your graphic messaging is on point and your exhibit layout invites trade show participants into the main hub of your booth. Not only have you achieved visual perfection but you are also within 30 feet of the trade show entrance! So why isn’t your exhibit crawling with prospects? Look at your preshow preparations.
Did your group effectively create a list of goals for this event? This should include preshow, on site and post show goals. Is your staff engaging participants as they pass your booth and starting dialog that will have them listening most of the time? The best companies realize that a well trained booth staff is critical to the success of their event.
Your process should begin six months before exhibit date and outline clear, measurable and achievable goals. These goals and the formula in which you measure these trade show goals should be communicated to all personnel involved in the process, not just the exhibit staff. Each goal should be defined by at least one call to action for your team. On the back side, after you have followed up on all the leads review the results as a team and make recommendations for next year. Establishing a process early on will insure great success year after year.
ROI analysis is the best determination of your success and worth the extra time your team will devote to it. Besides, you will look like a “rock star” to your CFO!
Download our white page on Setting Goals for more ideas.
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