How to Measure Marketing Impressions at Trade ShowsWant to know how successful you were at your last trade show? These tips will help you measure your results in order to determine if it was worth your efforts or if you should move on to a different trade show.

Even if you see tons of traffic surrounding your custom trade show displays, being able to measure the effectiveness of your display and trade shows marketing campaign will help you determine how successful you were at the show and if it is a show you should participate in again next year. The following tips will help you reveal the results of your trade show campaign.


1. Sales

Calculating how many direct sales you got on the trade show floor and the number of leads that were generated are important numbers to determine. To figure out this number, you will need to know:


• The number of leads: All of your leads should be categorized into three different groups: A, B, or C, A being hot leads. Leads in the A group are going to be the most interested in your products or services. Knowing how many you have is a great way to measure the effectiveness of your trade show exhibit and marketing campaign.

• Percentage of leads converted to sales: To calculate this number, take the number of leads who converted to customers and divide it by the total number of leads gathered from the event.

• Revenue generated: Exhibitor Magazine has a great formula for discovering how much revenue is generated. They use 3 criteria: number of hot leads, the average percent of closed sales per 100 sales calls, and the average value of the sale or contract. Then, it can be calculated by using the following formula: number of hot leads x close rate x average value of the sale or contract. The result is the amount of revenue generated.


2. Attendee Feedback

While this method is less scientific than the previous tip, it can still be a very effective way of determining how attendees feel and what they are thinking as they step into your show display. Keep your ears open in order to listen to what they are saying about your booth as they walk through. Don t be afraid to ask potential customers what their thoughts on your booth are by having attendees fill out surveys as they leave your booth. Also, if you have an event held at your truss display, such as a demonstration or presentation, think about how much traffic has gathered to find out how popular these events are and whether or not to do them again at future trade shows.


3. Media

Media outlets are usually swarming the trade show floors in search of exhibitors and attendees to interview. These interviews will give your company and booth additional exposure and will help bring more traffic and potential customers to your business. How many interviews do you have scheduled? How many media outlets will be at the show? How many appointments are made during the trade show? To ensure you get the coverage you want, ask trade show organizers for a list of the media sources that will be at the event and contact them yourself in order to get interviews scheduled.


Keep in mind that results are not usually automatic; in fact, it could take a few months after the event to determine your success rate at the show. Set aside a time a month, 3 months, or even 6 months afterwards to calculate your results from the show.


What trade show measurement techniques have you used?