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Understanding Trade Show Metrics And Performance Measurement
Feb 16, 20120
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Are you tired of feeling as though you knocked one out of the park with your display, only to be hit with sinking lead conversion rates and a dismal return on investment? No matter how hard you try, you just can’t seem to figure out what you’re doing wrong. You’re not alone! Thousands of companies find themselves in the same situation, struggling to find a solution without truly understanding the problem. That’s where trade show metrics come into play, as they provide an avenue through which your company can evaluate what is working, what clearly is not, and most importantly, what steps should be taken to improve the overall success of your exhibit.
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The Power Of Facts
To convince management that specific aspects of your exhibiting experience need improvement, it always helps to have well-researched facts and figures to back up your claims. Trade show metrics provide just that through extensive performance measurement techniques, such as exit interviews, pre and post-show surveys, visual audits, and even quantitative analysis. An experienced trade show consultant will gather the necessary information and provide you with a complete evaluation of your trade show staff and the overall impact of your booth.
Although many companies may feel these methods are out of their reach financially, there are a number of options available to suit all budgets. Pre and post-event surveys are a classic way of assessing the perceptions of attendees to your booth. Another method that is growing in popularity is the self-administered survey, which asks visitors to complete a short survey at a kiosk before exiting the exhibit, while their impressions are still fresh. For a comprehensive exhibit review, many companies source a consultant to complete a visual audit of their booth and those of their closest competitors.
Identify Specific Goals And Modify Your Exhibit Accordingly
So now that you have all the facts and figures detailing the strengths and weaknesses of your exhibit, what exactly should you do with them? This is the time to take action! With the solid information provided by performance measurement, you can take control of your future exhibiting experiences and move forward with a customized plan of action. You have the data, now all you have to do is identify your company’s individual goals for future marketing events and modify your exhibits accordingly. Before you know it, your trade show staff will be taking your exhibit and brand message to a whole new level of excellence!
Seek The Assistance Of An Experienced Trade Show Consultant
When in doubt, it pays to bring in the professionals. By seeking the assistance of a trade show consultant experienced in the intricacies of performance measurement, you will be well on your way to creating effective solutions to each specific obstacle standing in the way of exhibiting success. There are many reputable companies who specialize in exhibit-based marketing, just waiting to provide you with the tools you need to outperform your competition!
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