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In the world of marketing, events and trade shows are just one way to make a splash for your business, but measuring the ROI of your events, isn’t always as cut and dry.
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EVENT MARKETING: MAKING TRADE SHOWS THAT WORK FOR YOU
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TABLE OF CONTENTS
Pre-event Marketing
Goal Metrics
Marketing During Your Event
Continue Success with Post Event
Marketing
PRE-EVENTMARKETING
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INDUSTRY
SELECT THE RIGHT EVENT
VERTICAL REGION ATTENDEE
Consider events that are in your specific industry to increase your presence.
Your product or service may serve a specific vertical, select a show based on your target market
Are your services restricted to a geographical area? Perhaps multiple areas?
For smaller shows, consider the quality of the attendees. Are they your tarrget market & do they have decision making power?
01
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This is a great way to evaluate the event with little commitment; it gives you the tools to determine your participation next year.
ATTEND
Consider exhibiting when you are trying to build brand awareness within the market, or are launching a new product or service.
EXHIBIT
Maximize exposure by sponsoring the event. Target your sponsorship to reach or target audience or sponsor the event as a whole.
SPONSOR
DETERMINE PARTICIPATION LEVEL
SETTING EVENT GOALS
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ESTABLISH GOALS In order to measure trade show/event ROI, you must establish goals for each one. This data will help you determine if you should exhibit again. Some goals include:
BRANDAWARENESS
LEAD GENERATION
SOCIALMEDIA
TARGETMARKETING
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BRAND METRICS
• Impressions – Number of people that saw your brand during the event
• Visitors – Number of people that stopped by your booth
Measure the visibility of your brand during the event.
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LEAD GENERATION METRICS
• Qualified Leads– Number of qualified prospects met at the event
• Sales Appointments– Number of follow up appointments scheduled after the event
Measure the quality and quantity of your leads
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SOCIAL MEDIA METRICS• Twitter – Measure tweets and
#hashtags you promote• Facebook – Measure new
“likes” or “fans”• LinkedIn – Engage in
conversations in relevant groups & evaluate conversation
• YouTube – Post and monitor video views from the event
• Google+ - Share links, images and videos with prospects
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MARKETING METRICSMeasure various marketing activities including:
• Marketing Materials– Total number of materials distributed• Promotion Items– Number of promotional items
distributed [t-shirts, pens, USB etc.]• Contest/Giveaways – Was one carried out? What was
the outcome• Competitors – Evaluate their presence at the event
MARKETINGYOUR EVENT
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TAKE ACTION• View the attendee list to find the right traffic, - weed out
other vendors and competitors
• Invite current & prospective clients
• Personalize your messaging based the stage in the sales
funnel
• Vary your communication methods by using email, social
media and even phone calls
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MAXIMIZE EXPOSUREStand out by doing something other than booth space
• Sponsor or create a lounge charging station
• Host a networking event
• Set up meeting room
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USE SOCIAL MEDIA
You won’t have access to all attendees email, use social media to reach more prospects
• Start early promoting your event
• Share details including booth number, speaking engagements etc.
POST EVENT
MARKETING
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SEND THANK YOUTouch potential clients again by sending a “Thank You” email
• Include relevant blog post
• Invite them to a webinar series
• Provide link to collateral or other materials
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ENROLL INTO A CAMPAIGN Enroll leads into a campaign to nurture them through the sales funnel
• Set up an automatic workflow
• Provide remarkable content at each stage
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MEASURE ROI
• Re-evaluate the metrics set up for the event
• Evaluate the click-through rate and unsubscribe rate of the “Thank You” email
• Determine if sales closed any leads from the event or from the workflow
THANK YOU
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