Trade Show Booths - The Importance Of Measuring Results
Understanding the success of trade show booths begins with measuring results. Find out why successful trade show displays are measuring their performance at each event.
The first and most important reason a business should measure results is because it helps to define the actual success of the exhibition. When a business has defined the objectives and knows what they are trying to accomplish, they are able to determine if those objectives have been met once the event is complete. However, a company must consider much more than the number of leads generated. The best way to analyze their success is by looking at the conversion rate as well as the number of leads. This will inform the company as to the number of quality leads that were generated.
Proper Measurement Requires Good Follow Through
In order to obtain quality measurements, companies must follow through on the leads that are generated from their trade show displays. If a business is focused on analyzing the value of the event, they are more likely to ensure the leads are put to use. As it stands, the majority of leads that are attained through trade show booths are not followed up. This is a big detriment that decreases the effectiveness of marketing at trade show displays.
Accountable Booth Staff
Informing the booth staff that the company is going to be measuring results from the exhibit changes the mindset of the workers in a couple of ways. First, understanding what the company will be analyzing defines what is expected of the staff at trade show booths. Additionally, it gives them accountability both during and after the event. The focus on success drives the success of the exhibition displays. This level of accountability will also help businesses make better choices as to which staff members are the best to host the events each year.
Build The Case For Next Year's Exhibit
Lastly, measuring results helps a business to build the case for the next exhibition. Numbers are facts that cannot be ignored. If an exhibit returned as a profitable investment, then it only makes sense for the company to continue at that exhibition the following year. If not, then the business must analyze why that was the case. Possible causes that could be determined from the measurement of the success is whether the lack of success should be attributed to the staff at the event, the exhibition itself, or another factor.
Measuring the value allows businesses to make better decisions. Advice from experienced professionals in the field will also greatly assist a company in making better financial decisions. Professionals understand effective processes for analyzing results and getting the most from each dollar.
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ABOUT THE AUTHOR
Chris Harmen is an author for Skyline, the leading designer of Canada trade show displays. Skyline handles every step of Canada trade show exhibits, from concept to set up.