While attending Globalshop, the annual U.S. version of the Euroshop Retail Trade Show, I noticed a common trend as I walked the aisles. I was surrounded by booth staff who were more content to look at their cell phones or talk to their colleagues than to engage attendees like me. If only exhibitors understood the value of well trained booth staff and how they can impact trade show ROI.
I spent six plus long days recently setting up and then working a trade show exhibit. Was the show a success? Depends who you ask. I survived standing on carpeted cement for 6 days, so by that measure my survival was a success. But how about the exhibitors? Did they walk away with results that made the collective $12,000,000 spent by the exhibiting companies worthwhile? Do they even know?
Trade Show ROI Tip #5= Measurement
“You only manage what you measure.”
How you keep score on all the important expenditures and activities in life matters, calculating ROI from your trade shows and events among them. This is not difficult, but you do need to make some decisions about WHAT to measure and HOW.
Here’s a summary chart from one of our monthly New York Trade Show Exhibit Lunch & Learn seminars:
Trade Show ROI Tip #3 - Staff Preparation
Trade shows are shows. And like any good Broadway show requires a number of key components to be successful. Skyline Genesis Event Marketing builds business “sets”, typically referred to as exhibits, displays, or booths. For the purposes of this blog let’s call them sets. In addition to a good set you need a show with a good plot, skilled direction and competent actors (preferably stars!). So, the question is, are you sending stars to work your next trade show?