Measurement Tip 28

10 Steps to Better Visitor Attraction, Experience and Commitment for Increased ROI at Trade Shows and Market Events

I liken many companies I see at trade shows to a fisherman who simply hopes a specific species of fish will jump right into his or her boat!  It is a pretty unlikely scenario.

The step most critical to success in any marketing event is to attract enough people to your booth or space who can personally increase your revenue or reduce your cost. If the right people appear, they must also be properly engaged and quickly qualified so they are not lost among less important guests.  It is important that the staff concentrate their efforts on priority guests. If a large percentage of your guests are targeted, engaged and properly managed, you will have a great show. If the percentage is small, your results will be less than desirable.

Put yourself to the test and see how many of these steps you take as an exhibitor, or perhaps, observe as a visitor to an exhibit experience: (Check the ones you practice or observe regularly)

___ 1) Define the priority targets addressable at the event, by product set
___ 2) Attract them with targeted pre- and at event promotion and most especially through personal invitation by your executives and sales team
___ 3) Train the staff to engage each visitor and quickly separate the targets from the non- targets
___ 4) Have a specific engagement plan for each type of targeted individual

___ 5) Convey visitor specific, high priority information that is relevant to the needs and desired benefits of each targeted visitor set
___ 6) Set pre- determined commitment goals for each targeted visitor set (specific steps and activities that are the result of the exhibit interaction).
___ 7) Ensure that the sales team agrees that the commitment goals are in the company sales cycle for that product set
___ 8) Have a foolproof system in place to record the commitments and define what information is required (hint: gather enough to enable an effective follow-up)
___ 9) Provide motivation and support for the visitor who has committed to follow-through with you after the event.  Ensure adequate post-event communications.
___ 10) Pack your event with as many pre-scheduled meetings as possible with high priority customers, prospects, suppliers, partners and others who can improve your profitability in some way

How many did you check?  

There are few things that will increase your results and ROI at marketing events more than following these steps. It takes planning and the participation of your executives, sales team and event staff.  It also requires training.  When done well the results will speak for themselves and you will be seen not only as an event manager, but also as a manager of the business.

Ed Jones

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