[LTP] Value of Trade Shows & 10 Things You Can Measure

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<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><font color="#00529b"><b>Greetings,<br />
</b></font><br />
Hello again and welcome to the June issue,</font></p>

<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2">As we come upon the traditional slower time for trade show activity, it's time to scrutinize your exhibit marketing program&#160;for strengths and weaknesses.&#160;&#160; This is an excellent time to work on improvements while the lessons learned in the heat of battle are still fresh in mind.</font></p>

<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2">This month's tips include new insight into the value of trade shows, and the basics of what you can measure to make your exhibiting program perform at peak levels.</font></p>

<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Finally, we are introducing a new feature that lets you voice your opinions on concerns that face you and the industry in our&#160;<a href="http://lyris6.neighborhoodemail.com/t/338106/16647201/250069/0/" target="_blank">Readers' Poll</a>.</font></p>

<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2">I'm sure you will find your time well spent with this month's Trade Show Tips!&#160; Enjoy.<br />
<br />
<a href="mailto:jil...@xt..." target="_blank">Jill Amerie</a>&#160;- Xtreme Xhibits by Skyline</font></p>
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<td><font face="Verdana"><font color="#00529b"><strong>June's Trade Show Tip</strong><br />
<br />
</font><font color="#6d6aae"><strong>New Study Confirms the Value of Trade Shows</strong></font></font></td>
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In the May, 2004 edition of Sales & Marketing Management, a new study has proven the enduring value of trade shows. Of the 249 executives surveyed, 22% state that "trade shows are the marketing method that yields the highest number of sales leads," more than any other source.

<p><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Why are trade shows valuable?</font></p>

<ul>
<li>
<div><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Trade shows are face-to-face, which gives us a better idea of what the other person/business is about - that data will not transfer in other media or at a distance.</font></div>
</li>

<li>
<div>Trade shows are the most effective way to market a small business. This is one place where small businesses can compete on a level playing field with larger firms.</div>
</li>

<li>
<div><font face="Verdana, Arial, Helvetica, sans-serif" size="2">Lead generation - as confirmed by the <em>S&MM</em> study mentioned above.</font></div>
</li>

<li>
<div><font face="Verdana, Arial, Helvetica, sans-serif" size="2">You have the opportunity to discover and share new products/services.</font></div>
</li>

<li>
<div>Network. The larger your network, the greater the benefits you can gain. 
</div>
</li>
</ul>

So, go to a show. Exhibit. Experience. Network. 
 
Source: "Competing Ideas", Modern Machine Shop, Wayne Chaneski.
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<td><strong><font face="Verdana" color="#6d6aae">10 Things You Can Measure</font></strong></td>
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Many people seem to think the only measurement for trade shows is a count of how many visitors' badges were swiped at your booth. Here are 10 things you can measure:

1. What visitors think of your featured product -- ask open-ended questions and record their answers. 
 
2. If you know how many qualified leads it takes to get a personal sales call and how many calls generally it takes to close a sale, you can estimate sales from the qualified leads at a show. 
 
3. You can measure media coverage at shows in terms of an ad equivalency. In other words, what would that same coverage cost had you bought an ad the same size? 
 
4. Most frequently asked questions are often an indication of what your graphics don't tell people or what people don't understand about your products or potential perception issues about your company. 
 
5. Exhibitions are a great venue for testing brand awareness. 
 
6. What were your competitors doing at the show? How was their booth traffic? What products were featured? Was their CEO there? 
 
7. Cost per lead, cost per reach, cost per person, cost per impression - all serve as budget benchmarks and tracking tools. 
 
8. Leads give you names of companies not currently being prospected, geographic concentration of specific inquiries and they let you know whether or not you reached the target audience. 
 
9. What are the current hot topics in your industry? Are exhibitors and show visitors on the same page? 
 
10. If you hold a private event (even a small customer dinner), ask customers one question: Are we meeting your expectations and if not, what should we do differently?
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<td><strong><font face="Verdana" color="#205490">Share Your Own Tips -<br />
Or What Tips You Want&#160;&#160;</font></strong> </td>
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<td><font face="Arial, Helvetica"><a href="http://lyris6.neighborhoodemail.com/t/338106/16647201/171903/0/" target="_blank"></a><a href="http://lyris6.neighborhoodemail.com/t/338106/16647201/171903/0/" target="_blank"></a></font><font face="Verdana, Helvetica" size="2">Tell us which trade show topics are most important to you.&#160;<a href="http://lyris6.neighborhoodemail.com/t/338106/16647201/250069/0/" target="_blank">Launch our very brief poll now</a>&#160;(most people finish in less than a minute).<br />
&#160;<br />
 You'll see the survey results when you take it, so you can compare your concerns to your fellow exhibit marketers.&#160; Next month, we'll report back to all of you what the hot spots are - and use the top topics to help pick subjects for upcoming issues.<br />
&#160;<br />
 Also, if you have a Trade Show Tip to share, you can tell us on the survey.&#160; Show off the gems you've collected during your exhibiting campaigns.&#160; We'll credit you, if you so desire.</font> </td>
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[LTP] Value of Trade Shows & 10 Things You Can Measure

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[LTP] Value of Trade Shows & 10 Things You Can Measure