In the world of marketing, events and trade shows are just one way to make a splash for your business, but measuring the ROI of your events, isn’t always as cut and dry.
4. www.sparkreaction.com
040302
INDUSTRY
SELECT THE RIGHT EVENT
VERTICAL REGION ATTENDEE
Consider events
that are in your
specific industry to
increase your
presence.
Your product or
service may serve a
specific
vertical, select a
show based on your
target market
Are your services
restricted to a
geographical area?
Perhaps multiple
areas?
For smaller shows,
consider the quality
of the attendees. Are
they your tarrget
market & do they
have decision
making power?
01
5. www.sparkreaction.com
This is a great way to evaluate
the event with little
commitment; it gives you the
tools to determine your
participation next year.
ATTEND
Consider exhibiting when you
are trying to build brand
awareness within the market,
or are launching a new
product or service.
EXHIBIT
Maximize exposure by
sponsoring the event. Target
your sponsorship to reach or
target audience or sponsor
the event as a whole.
SPONSOR
DETERMINE PARTICIPATION LEVEL
7. www.sparkreaction.com
ESTABLISH GOALS
In order to measure trade show/event ROI, you must establish
goals for each one. This data will help you determine if you
should exhibit again. Some goals include:
BRAND
AWARENESS
LEAD
GENERATION
SOCIAL
MEDIA
TARGET
MARKETING
8. www.sparkreaction.com
BRAND METRICS
• Impressions – Number of people
that saw your brand during the
event
• Visitors – Number of people that
stopped by your booth
Measure the visibility of your
brand during the event.
9. www.sparkreaction.com
LEAD GENERATION METRICS
• Qualified Leads– Number of
qualified prospects met at the
event
• Sales Appointments– Number of
follow up appointments scheduled
after the event
Measure the quality and quantity of your leads
10. www.sparkreaction.com
SOCIAL MEDIA METRICS
• Twitter – Measure tweets and
#hashtags you promote
• Facebook – Measure new “likes”
or “fans”
• LinkedIn – Engage in
conversations in relevant groups
& evaluate conversation
• YouTube – Post and monitor
video views from the event
• Google+ - Share links, images
and videos with prospects
11. www.sparkreaction.com
MARKETING METRICS
Measure various marketing activities including:
• Marketing Materials– Total number of materials distributed
• Promotion Items– Number of promotional items distributed [t-
shirts, pens, USB etc.]
• Contest/Giveaways – Was one carried out? What was the
outcome
• Competitors – Evaluate their presence at the event
13. www.sparkreaction.com
TAKE ACTION
• View the attendee list to find the right traffic, - weed out other
vendors and competitors
• Invite current & prospective clients
• Personalize your messaging based the stage in the sales funnel
• Vary your communication methods by using email, social media
and even phone calls
15. www.sparkreaction.com
USE SOCIAL MEDIA
You won’t have access to all
attendees email, use social media
to reach more prospects
• Start early promoting your event
• Share details including booth
number, speaking engagements
etc.
17. www.sparkreaction.com
SEND THANK YOU
Touch potential clients
again by sending a “Thank
You” email
• Include relevant blog
post
• Invite them to a webinar
series
• Provide link to collateral
or other materials
18. www.sparkreaction.com
ENROLL INTO A CAMPAIGN
Enroll leads into a
campaign to nurture them
through the sales funnel
• Set up an automatic
workflow
• Provide remarkable
content at each stage
19. www.sparkreaction.com
MEASURE ROI
• Re-evaluate the metrics set up
for the event
• Evaluate the click-through rate
and unsubscribe rate of the
“Thank You” email
• Determine if sales closed any
leads from the event or from
the workflow