You made connections, captured leads and you’ve come home more charged up than ever about your business – but how can you measure the true ROI of your trade show appearance? Understanding the return you get on your investment helps you determine if a specific trade show is really worth attending and allows you to come up with some fresh new strategies for next time.
5 Ways to Measure Trade Show Success
Image © AMA Iowa (American Marketing Association Iowa Chapter)
Depending on the length of your typical sales process, it may take some time to measure the quality of your leads, but being able to track the leads you generated can give you a good idea of how the show performed for you. Whether you track sales leads by running a contest (and collecting information) or simply ask visitors to sign up for more information, the actual number of leads collected is a good starting point for ROI measurement. A lead capture app can take the work out of collecting and measuring this information and provide you with the data you need to check this important metric.
Boosted Brand Awareness
Are more people aware of and visiting your brand after the show than before? Track your landing page and website analytics to see if your trade show appearance impacted your numbers. A boost in either direct traffic (those who type your URL into a web browser) or organic search (those who search for your business by name) could indicate a successful trade show experience. Since these individuals are searching for your business by name right after the event, they are looking specifically for you as a result of your show appearance. This metric is also easily measured by creating a landing page to use for your show; you can see how many visitors use this unique address to visit your site to measure your performance.
Social Media Metrics
Have your Twitter, Facebook or LinkedIn follower numbers increased? A jump in your numbers after a trade show can indicate that visitors are checking you out – and that they like what they see. Knowing your usual amount of likes, responses and messages can help you track engagement and measure your success. If you ran a social media marketing campaign to engage visitors during the event, you can also get an idea of how well you did by tracking these metrics.
Solid, qualified leads that talked to a member of your sales team or booked an appointment is a key indicator of a successful show. By tracking warm lead generation information, you can get a sense of not only your show ROI but how the team you brought along did. If they engaged with visitors and boosted your overall numbers, then you know you hit on a winning combination for your next show.
What sales did you make while you were there? It won’t be relevant for every industry, but if you closed sales on the spot or converted lookers into buyers, then you have a solid dollar amount to count towards your overall show ROI. This number can change over time, as sales leads become customers, so revisiting this metric can help you get a good sense of the full ROI of a specific show.
Knowing not only how much a show cost you to attend, but what you were able to gain from it can help you determine if a specific show is worth attending again. These key metrics can also help you streamline your approach and give you a good idea of the marketing efforts, channels and content that resonates with your target prospects best.
Also published on Medium.