Today I’m picking up the thread of last week’s Synch-Up post.
Lead generation is a primary goal for most trade show exhibitors and an important indicator of success, but it’s not the only measure of exhibit value. Here’s a short list of other metrics that, depending on program objectives, can also demonstrate value:
• Customer meetings
• Follow up appointments
• Value of pipeline opportunities generated
• Product demonstrations
• Sales made on show floor
• Recruitment of personnel
• Market research
• Attendee feedback
• Press coverage
• Change in brand awareness
• Change in name recognition
• Change in image or perception
• Distribution of samples
• Recruitment of distributors, channel partners and strategic partners
• Audience reach – number of unique visits to the booth
• Audience exposure – demographics of visitors to the booth
• Audience engagement – time spent in booth or time spent on specific booth activities, etc.
• Audience mindshare – what did visitors learn in booth?
• Audience intent – what, if anything, do visitors intend to do as a result of visiting the booth?
Those are just a few ideas to get the conversation going. What metrics, besides lead capture, do you use to measure trade show value?