Measuring Exhibition Success
Exhibitions are an important element in the marketing mix, and the measurement of success is vital.
Why measure?
There are four major reasons for measuring the results of every exhibition you attend:
- To justify your investment – Each element of your marketing budget should show a return on investment. Measuring helps establish the most effective marketing mix.
- Choose the best exhibitions for you – Every show and every organisation is different. Measuring helps identify the best ones for you.
- Improve your performance – Actions before, during and after an exhibition can make a difference. Measuring helps you improve your performance and results.
- Promote goal-driven activities – If you want your team focused on results, tell them what results you expect and show them you’re measuring.
Where to start goal-setting
Every exhibition is different for every business. Each organisation needs to create a simple measurement method that’s appropriate for its needs and goals.
Fifteen to get you started!
Here are fifteen goals that exhibitions can help you achieve, this is not an exhaustive list but may help get you started on your own list.
Sales
Generate sales leads
Make direct sales
Build a contact database
Customer Relationships
Build relationships with existing customers
Cross-sell products to existing customers
Collect customer testimonials
Market Research
Market a new product
Research your market
Test market awareness and perceptions
Competitor Analysis
Brand building
Create/raise market awareness
Educate by demonstrating
Develop new markets
Channel Support
Identify and recruit new partners
Support your current sales channel