Trade shows have always been a great way to connect with customers directly. They give businesses the chance to build new relationships, launch exciting new products, and most importantly, close deals. However, many businesses are hesitant about trade shows. They can be costly and take key team members away from their usual duties and leave many asking themselves a very important question: Is it worth it?
That’s something you can figure out by tracking the right metrics to see how effective your trade show efforts are. When done right, trade shows are a fantastic marketing strategy that can bring significant returns. Despite the rise of digital marketing, there's nothing quite like the experience of a live trade show.
They aren’t just about showcasing your brand—they’re also great for generating new leads, strengthening relationships with current customers, and closing big sales deals.
When you have a solid strategy and execute it well, trade shows can elevate your business, boost your industry standing, and create a steady stream of new business. Check out the top ways to gauge trade show success to get a clear picture of your ROI and find areas for improvement:
7 Metrics to Measure Trade Show Effectiveness
- Leads Generated: The simplest way to gauge success is by counting the leads generated. Make sure they’re qualified leads, not just contact information. Evaluate them with a short survey to see if they match your buyer personas.
- Cost Per Lead: Measure the cost-effectiveness of the event by calculating the cost per lead.
- Sales Conversion Rate: Determine how many leads turned into paying customers.
- Booth Traffic: Track the number of visitors to your booth to see how effective your strategies were in attracting people.
- Social Media Engagement: Measure the engagement on social media during the event. Look for boosts in followers, likes, shares, and mentions as signs of success.
- Brand Awareness Gauge: Conduct surveys or polls before and after the event to measure brand recognition and perception.
- Interactions with Existing Customers: Don’t just focus on new leads. Keep track of interactions with existing and former customers to strengthen these relationships.
Start Planning Your Trade Show Marketing Strategy
Trade shows remain a powerful marketing strategy. When planned and executed well, they offer an amazing platform to grow your reputation and build relationships with potential customers. Setting clear metrics for success helps your team continually improve their strategy.
Need help planning your next event? Our print pros can work with your team to design, execute, and measure a trade show marketing strategy that meets your print and promo goals. Have customers who exhibit or exhibiting yourself? Don’t miss the Trade Show Resource Center where you’ll find the top tips, links, and products to make the show a success.
