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Measure Your Success with Proper Trade Show Metrics

Measure Your Success with Proper Trade Show Metrics

Measuring the performance of your trade show exhibit is critical to ongoing success and improvements. Knowing your weakness gives you the power to succeed in the future and grow.

Some key notes:

  • What gets measure gets done
  • What gets measured and communicated gets well done.
  • In God we trust, all others bring data

Pre Trade Show Advertising and Promotion for Trade Show Booths

This calculation should be done after every trade show and monitored. It is a simple calculation by taking the dollar figure of your pre promotion advertising and dividing it by the number of leads. Also if you happen to have the number of people that went through your trade show booth, it is another good metric to keep. Graph this metric and watch for trends.

Trade Show Attendance and Leads

It should be no surprise that the biggest trade shows may not be your best performing trade shows for your business. Take the overall number of attendees and divide it by the number of leads. This will give you your overall performance ratio for each trade show you attend. In your second year you will have invaluable knowledge on each trade show and which ones performed best.

Trade Show Budgets

Create a budget for each trade show and monitor your performance to this budget. After the trade show review your budget performance and remove any costs that you feel were redundant. In addition this will give you a better idea of what each trade show will cost and allow you to forecast future shows with more accuracy.

How Much Does Each Contact Cost

This is a simple calculation of dividing your overall spends for each trade show by the number of leads. In each case you will notice trends and you will be able to adjust your presentation accordingly and better choose which shows are more productive for your industry.

By applying the above simple metrics to your trade show agenda and keeping close track of your performance, you will be in a position to streamline your process and make better use of your valuable marketing dollars. Each and every trade show will be different for every industry. Knowing where your sweet spot is will help you grow your business in the most economical way possible.

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The author

About R Joy: R Joy has been in the Exhibit and Display Truss business for over three decades. He has been instrumental in some of the most intricate and expansive aluminum truss display structures and booths. His focus has been on creating a quality truss product that is not only economical but provides superior cosmetic appearance and longevity. Over his extensive career, he has created not only one of the most widely used aluminum truss exhibit modular systems but has taken pride in providing exhibit and display truss to the smallest organizations to some of the largest corporations worldwide.