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Trade Show Impact Analysis

Demonstrate Your Value – Improve Your Program

Trade Shows provide a unique face-to-face medium, which can bridge the gap between sales and marketing.  When structured properly they can offer opportunities for:

• Capturing sales leads

• Advancing the sales cycle

• Promoting your brand

• Creating market awareness

• Influencing press and analysts

• Introducing or promoting new products or services

Once the purpose has been clearly articulated, specific objectives can be defined in quantifiable terms (number or dollar volume of leads, range of positive-to-negative perceptions, rankings against competitors, etc.) so that they can be compared with other empirical data and analyzed to assess performance.

The value in doing so is two-fold.  First, if you are to compete effectively for scarce marketing dollars, you will be expected to show results, using either an ROI or a return on objectives (ROO) approach to demonstrate success.  Second, to continually improve your program, you will need data, not just intuition, to identify areas needing improvement.  In either case, you must measure your performance objectively to be credible.

ShowValue provides a fact-based end-to-end solution to help you evaluate and improve your trade show program, and to factually demonstrate its value to the organization.

Trade Show Sample Report. (In .pdf format. To view, click Acrobat to download the Adobe Acrobat reader.)
Examples of trade show Lead Form questions: See Sample Questions.
Examples of trade show Exit Survey questions: See Sample Questions.