Was it all worthwhile? Find out how these three metrics can determine the success of your trade show presence
Now that you’ve put the work in, designed your stand, attended the show, and slogged over gathering those all-important leads. How do you determine whether or not it was all worthwhile? With trade shows, the results are not always instantaneous as you can only begin to see a return on your investment in the long-term.
However, there are important metrics that you can use to determine whether your trade show presence was successful or not. All of this can be achieved with three simple steps…
1. Direct Traffic & Organic Search
Part of having a successful trade show presence is making sure you generate brand awareness. One effective way to measure this metric is to look at the direct and organic traffic to your website – for example, Google Analytics is a great tool that you can use do this.
Direct Traffic measures how many people type in your company’s URL into a web browser. Organic traffic consists of visitors who found you within a search engine naturally – without any paid advertising. A trade show should positively impact on both categories as the more visitors you receive directly to your website the higher you will list in organic rankings within search engines.
Track the landing pages to which you send your visitors as well as the calls-to-action. You should do this before and after you promote and attend the show, then compare the two and see if there is a significant difference. This will help you decipher whether or not your promotions that directed to that specific landing page were successful.
- Create a landing page to send your visitors to
- See how many visitors you have on the landing page pre and post-event
- Calculate percentage changes and determine any significant differences
2. Measuring Social Media Reach
Measure whether or not the trade show helped you meet your social media goals. Have you noticed an increase in the number of followers you have? After the trade show, take a look at which channels were the most successful. See if there was a noticeable spike in Twitter followers, Facebook likes and members of your company’s LinkedIn page.
Has engaging with prospects through social media during the trade show driven more visitors to your website? There’s a plethora of social media intelligence tools which you can use to track these analytics.
You can track which channels were more successful, which is important when you’re figuring out your next steps and the most cost effective places to invest your efforts.
- Track traffic on social media before and after the show
- Utilise social media intelligence tools
- Identify the most successful channels and invest your efforts
3. Converted Leads
Once you’ve gathered those all-important leads at the trade show you must focus your efforts on finding out how many of them converted and became customers. This will give you a clearer idea of how effective your staff manning the stand and landing pages were.
One method you can use to determine this is by looking at the journey of the trade show registrants and track their evolution from registrant into customer – for this you’ll need to implement closed-loop marketing.
You can take a look at the list of people who originally came to your landing page and filled out your form, then track how many of those leads ended up buying your product or service. This will give you a clearer picture of your trade show’s ROI.
- Keep track of the number of customers you convert that originated as leads from the trade show
- Measure the revenue you generated with those customers
Keeping that in mind…
Although your initial investment in the trade show may be rather sizeable, the long-term benefits outweigh the costs by driving more business to your company – this is why they still remain a popular marketing tool. By using these three key metrics to calculate your trade show ROI you can generate quantitative proof that attending the trade show was worth the investment.