We get asked these questions all the time. Consequently, we thought it would be a good idea to write down our ‘check list’ to help people observe good practice. To the seasoned exhibitor, some of this might seem obvious. However, these points of reference will hopefully help some exhibitors to avoid some of the common pitfalls when trying to measure the impact of an a given event or exhibition…
Firstly, be SMART when it comes to effective measurement and evaluation. Do you have a particular focus or objective for the exhibition? We’re always amazed at how few exhibitors set the right objectives. Remember, make sure your objectives are Specific, Measurable, Achievable, Realistic and Targeted!
Secondly, think carefully about the VISITORS to your exhibition stands. In addition to collecting ‘the basics’ (name, job title, email etc), consider collecting additional information which can you develop a relationship with the prospect over time. Do they have a LinkedIn account? Do they use Twitter? What are their interests outside work? Don’t just collect business cards… gather information which will add value to your organisation’s marketing efforts. Lastly, make sure this information finds its way into your CRM database!
DATA CAPTURE is all important. Furthermore, don’t delay! Don’t make scribbles on the back of a business card… enter as much information into CRM as quickly as possible. This way, you’ll be certain your data is accurate and securely stored. So, if at all possible, make sure your stand personnel have access to a live database from your stand!
In doing so, your CRM tool will enable you to measure how many follow up meetings were set up and by whom. Your CRM tool will measure how many existing customers came to visit and it will record what they specifically wanted to ask. And don’t forget to monitor any resulting press coverage from journalists who visited the stand. This will enable you to calculate your cost per lead accurately…
Lastly, think SOCIAL. By collecting social media connections, it will allow you to integrate a new LinkedIn and Twitter follower into your marketing communications. More importantly, it wil enable you to integrate any other individuals that might be connected to the wider prospect’s network.
