Tuesday, October 30, 2012

Measurement Tip 18

What Does Success Look Like?

Characteristics of a Very Successful Trade Show Marketing Program

A client recently asked me to detail the characteristics of the companys trade show program that set it apart from others in their industry.  I was happy to oblige, as this clients trade show marketing program is exemplary by comparison to most programs in all industry segments.  Their differentiators are ones that most companies strive to achieve so I am sharing these as a checklist that you might use to evaluate your own progress and the sophistication of your program. 

My conclusions on what makes this program special and effective are based upon more than twenty-five years of trade show observation and analysis, including hundreds of shows and thousands of companies.  And, our expert knowledge of this clients program comes from supporting their program strategy, measurement and reporting for the past five plus years.

 Successful Trade Show and Event Marketing Program Differentiators

This program demonstrates:


1.    An extremely well-balanced mix of business development and marketing communication goals and accomplishments

2.    A very high degree of executive visibility, participation and support

3.    Direct linkage to sales activity and accomplishment

a.    Geographically aligned with marketing and sales priorities

b.    Sales team documented impact on project proposal achievements and customer and partner relationship management

4.    Well integrated press, advertising, PR activities

a.    Superior results compared to competitors at virtually every show in terms of the amount of press generated, the priority focus and tonality of generated press results through trade show participation

5.    Maximum use of Brand Development and marketing communications opportunities in the exhibit, venues and show sites, as well as advertising and digital media expansion to the broader marketplace.

a.    Campaigns, properties, demonstrations and digital and social media are exemplary in their integration of branding and product and service promotion and marketing communications

6.    Confidence among virtually the entire team, including sales and executive participants who concluded the combination of messaging, branding and key contact engagement environments provided an effective marketing opportunity.  (Substantiated by Staff and Stakeholder survey results.)

7.    A financially justified measurement and reporting program that supports show and event results reporting, event selection and right-sizing of budgets and resources to each show opportunity.

These accomplishments do not magically happen as a program matures.  It requires considerable attention to improving and refining the approach over a number of years.  Executive perception of the value derived from this program progressed from negative to positive, as demonstrated by these results.

Use this list as a quide for assessing your own programs weaknesses and strengths, and for setting goals or improvement targets.  You do not have to have a large program to persue these goals. For example, even a small exhibitor can make news and generate press if you have something interesting to say.

Please contact me if you would like to discuss this or other aspects of your event marketing program.
 

Ed Jones

President

Constellation Communication Corporation

+1.770.391.005
edjones@constellationcc.com

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