Comments on: The Foolproof Way To Measure Your Trade Show ROI http://www.skylinetradeshowtips.com/the-foolproof-way-to-measure-your-trade-show-roi/ Dedicated to Your Exhibiting Success Fri, 18 May 2012 14:28:36 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Mike Thimmesch http://www.skylinetradeshowtips.com/the-foolproof-way-to-measure-your-trade-show-roi/comment-page-1/#comment-162830 Mike Thimmesch Wed, 14 Sep 2011 20:43:23 +0000 http://www.skylinetradeshowtips.com/?p=5395#comment-162830 Hello Chris, Yes, it can take multiple touches to get a sales, and it's common for marketers to credit either the first or the last touch with the sale. Perhaps you can ask your staffers to still record leads from those interested parents, but include in the notes that they are long-term development prospects for when their kids come of age. Then, you can look at your own database to see the entire chain of lead contacts. Hello Chris,

Yes, it can take multiple touches to get a sales, and it’s common for marketers to credit either the first or the last touch with the sale. Perhaps you can ask your staffers to still record leads from those interested parents, but include in the notes that they are long-term development prospects for when their kids come of age. Then, you can look at your own database to see the entire chain of lead contacts.

]]> By: Chris Cameron http://www.skylinetradeshowtips.com/the-foolproof-way-to-measure-your-trade-show-roi/comment-page-1/#comment-162227 Chris Cameron Tue, 13 Sep 2011 23:28:42 +0000 http://www.skylinetradeshowtips.com/?p=5395#comment-162227 As a Summer Camp exhibitor, we will often get parents who like our program, but their children are too young. Years later when they attend and we ask them how they heard about camp, they reply, "We got a flier, saw an add in the paper, got a direct mail piece..." - but their initial positive impression came from the face to face meeting at a trade show, with some later marketing piece triggering the purchase. All of which makes ROI calculations very difficult. As a Summer Camp exhibitor, we will often get parents who like our program, but their children are too young. Years later when they attend and we ask them how they heard about camp, they reply, “We got a flier, saw an add in the paper, got a direct mail piece…” – but their initial positive impression came from the face to face meeting at a trade show, with some later marketing piece triggering the purchase. All of which makes ROI calculations very difficult.

]]> By: Mike Thimmesch http://www.skylinetradeshowtips.com/the-foolproof-way-to-measure-your-trade-show-roi/comment-page-1/#comment-152020 Mike Thimmesch Sun, 28 Aug 2011 02:24:33 +0000 http://www.skylinetradeshowtips.com/?p=5395#comment-152020 Thanks, Barry. Great point, to think of your lead conversion as a longer process. All too often we want magic marketing fairy dust that instantly turns all new prospects into satisfied customers. But customers in the real world often take longer than that. Thanks, Barry. Great point, to think of your lead conversion as a longer process. All too often we want magic marketing fairy dust that instantly turns all new prospects into satisfied customers. But customers in the real world often take longer than that.

]]> By: Barry Hurd http://www.skylinetradeshowtips.com/the-foolproof-way-to-measure-your-trade-show-roi/comment-page-1/#comment-149582 Barry Hurd Tue, 23 Aug 2011 17:57:22 +0000 http://www.skylinetradeshowtips.com/?p=5395#comment-149582 Great piece Mike. A slight variation to #5 - I'd like to add that exhibitors should really examine some shows to track whether or not on-going contact with existing leads have provided enough traction to push them to action/conversion. In many industries it takes three or four points of contact to display that your business is 'around for the long haul' and is willing to build a relationship over time. I see a lot of times that these 'old leads' are never properly associated with the 3+ events it took to build the relationship. Great piece Mike.

A slight variation to #5 – I’d like to add that exhibitors should really examine some shows to track whether or not on-going contact with existing leads have provided enough traction to push them to action/conversion.

In many industries it takes three or four points of contact to display that your business is ‘around for the long haul’ and is willing to build a relationship over time.

I see a lot of times that these ‘old leads’ are never properly associated with the 3+ events it took to build the relationship.

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