Every business keeps a tab on its performance; a business that exhibits or participates in trade shows is no exception. And if yours does, chances are that you already have some indicators in place so as to ascertain or rather measure how well your business is performing at a given time.
So, what kind of indicators have you been using? More importantly, did you set some targets and objectives right at the beginning of this year, and have plans to measure where your business stands in respect to the said targets? How has that been going? Have you been able to fetch enough data for the analysis? Well, if that’s a no, you now can. Here’s how:
Use trade shows to your advantage
A well-publicized trade show can do you some real good – make it an integral part of your marketing strategy – when you are at one, you can easily source the data you have been looking for, and subject it to instant analysis if the need be.
Keep a tab on the headcount: Attracting a large number of visitors to your stand is easy, especially if you know the drill, but recording the footfall is not. Make sure you have a representative on board whose sole responsibility is to count the number of visitors to your stand during the run of the show.
Keep a record of everything: Work on your lead generation tactics – after all that’s one of the main reasons why you would be at a trade show in the first place. And if some inquiries are made once the show is over, ask the prospects where and when did they hear about your brand. The idea is to keep a record every time someone makes a mention of your brand. You may not realize it now, but this data would come in handy at the time of analysis.
Don’t shy away from comparison: Won’t you like to know what kind of profits did you generate at the trade show, after investing a great deal of money on the promotional strategy? The answer lies in your return on investment (ROI). Compare the profits with your investment and you are good to go.
Make the most of every trade show
Participating in a trade show is one thing, and getting something out of it is another – to make sure that your business does perform well, start off by investing in your image, as in the image of your business – if the prospects perceive your brand as attractive and unique especially in comparison to the other exhibitors, that will be half the battle won. And how would that be possible? By getting your trade show stand designed by professionals, who can come up with something quirky yet conventional, thereby giving your brand the publicity it requires.
To cut the long story short, exhibition stands can provide you with more than enough data to figure out how your business is performing, and if you are looking for a thorough analysis, be sure to set your goals first. So, if you are targeting an increase in the market share, fetch relevant statistics from every show that you attend. You get the drift, right?