trade show new year’s resolution – planning for success
TRANSCRIPT
? 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
HOW can you attend a tradeshow without tracking ROI?
(Like really, how?)
$$$
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
YOU CAN DO
BETTER@ellynnya #ontariowater
04 14 50WEEKS DAYS HOURS MINUTES
03
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PLANNING FOR SUCCESS
TRADESHOW NEW YEAR’S RESOLUTIONS
@ellynnya #ontariowater
Next year I will…
@ellynnya #ontariowater
SET CLEAR GOALS
BEFORE THE TRADESHOW
@ellynnya #ontariowater
What gets measured gets
managed. Peter Drucker
‣ 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
Next year I will…
@ellynnya #ontariowater
CHOOSE THE RIGHT METRICS
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‣ Direct and organic traffic (Awareness)
‣ Social media reach (Awareness)
‣ New leads (Conversions)
‣ New customers (Acquisition)
Measure the effectiveness of your tradeshow marketing
NEXT YEAR I WILL…
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TRACK AND NURTURE ALL MY LEADS
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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
NEXT YEAR I WILL…
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CALCULATE CLV
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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?
NEXT YEAR I WILL…
@ellynnya #ontariowater
PLAN, MEASURE,
OPTIMIZE & REPEAT
@ellynnya #ontariowater
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
PLANNING & MEASURING
TRADESHOWS
NOT PLANNING & MEASURING
TRADESHOWS
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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