Trade Show Turning Point-
Monitoring and Measuring
Have a solid strategy in place before the show that crystallizes the attendee “takeaway”, identifies objectives, and details specific goals (e.g., choosing an exciting theme and constructing unifying elements, generating specific both traffic, qualified leads, following up, etc.)
To measure your success, ask more than just the typical “what new sales did we get?” question:
1. Did attendees get it?
2. Did they come?
3. Did our own people embrace the idea?
4. How much (relative) traffic did we get?
5. Were leads properly qualified?
6. Was our post-show follow-up timely and effective?
7. Would we do it again?
8. How could it be better next year?
