Tradeshow: Knowing Where You Stand After a Tradeshow
Tradeshow: In this article, you’ll learn how…
- To collect insightful data on your tradeshow attendees and leads
- Applying your data is crucial to fine-tuning your show program and boosting your close ratio
There are many ways to measure your impact at a tradeshow. However, research suggests that very few companies measure the tradeshow results that have a direct impact on funding and strategy! It seems to be the practice and desire of most companies to attract large crowds and make the best impression they can at tradeshows. They take steps to make as big a splash as they think they can afford. They may build a new exhibit, hire booth entertainment, launch a new product or campaign—and, frequently, walk away from a show elated because of the high number of visitors who filed through their space.Though impressive, are encounters with many attendees truly helping to grow business? Ask yourself, do you really know where you stand after a tradeshow?What Is Your Data Telling You?When done correctly, tradeshows are undoubtedly one of the most productive, cost-effective ways to reach qualified prospects and generate sales. To know where you stand after a show, you need to collect information—the right information—to properly measure your success.Many companies swipe attendee badges, collecting a long list of names they then consider to be leads. But, experience suggests that these names alone are far from being qualified prospects. Not because they don’t have potential to bring in sales, but, in general, because show-provided lead systems give only the most basic contact information—name, company, job title, address, phone number, fax number, and email address.
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