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? BUSINESS OWNERS AND MARKETING MANAGERS DON'T MEASURE THE ROI OF THEIR TRADESHOW ACTIVITY
Source: Marketing Profs@ellynnya #ontariowater
50% BUSINESS OWNERS AND MARKETING MANAGERS DON'T MEASURE THE ROI OF THEIR TRADESHOW ACTIVITY
Source: Marketing Profs@ellynnya #ontariowater
$$$
RENT FLOOR SPACE + DESIGN & BUILD BOOTH + EXHIBITORS INSURANCE + EVENT SPONSORSHIP + RENT BOOTH EQUIPMENT
+ BOOK FLIGHTS AND HOTELS+ PRINT BOOTH COLLATERAL + SHIPPING
MATERIALS + MATERIAL HANDLING + CUSTOMS FEES + BREAKFAST LUNCH &
DINNER
@ellynnya #ontariowater
‣ Do we to sell x amount of widgets at the
show?
‣ Do we want more leads?
‣ Do we want to create awareness?
‣ Do we want to nurture customer relationships?
‣ Do want market leadership?
Set quantifiable and actionable goals
Capture 60% overall tradeshow traffic
Convert 40% of booth visitors (evaluators) into onsite demos
Riva Modeling Systems aims to increase brand and product awareness at CNAM
‣ Direct and organic traffic (Awareness)
‣ Social media reach (Awareness)
‣ New leads (Conversions)
‣ New customers (Acquisition)
Measure the effectiveness of your tradeshow marketing
Track and nurtures leads with a CRM tool
Update lead information immediately and tag source
‣ Cost per lead
‣ Marketing qualified to sales qualified lead ratio
‣ Keep nurturing the lead
Customer lifetime value (CLV) is one of the most important metrics you can track
‣ Total amount of profit a new customer will produce over time
‣ How much is this customer worth?
The more you measure, the more you'll understand the value of each tradeshow
‣ Don’t just measure ROI once. Revisit data monthly; quarterly.
‣ Keep measuring and growing your intelligence
‣ Repeat for the next show
1. Set clear goals before the show
2. Choose the right metrics
3. Track and nurture all my leads
4. Calculate lifetime customer value
5. Keep planning, measuring and optimizing
TRADESHOW NEW YEAR’S RESOLUTIONS
@ellynnya #ontariowater
Ellen Nyarko Marketing Manager
@ellynnya
THANK YOU! QUESTIONS?
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Ready for a marketing metrics deep-dive? Check out this book