You’ve been asked the same question time and time again: “What’s the Return on Investment (ROI) from our trade show program?” You grit your teeth, take a deep breath, force a smile on your face, and answer, “I don’t know”.
As the story goes, our client and his partner were exhibiting at their first show. Their strategy was simple, just take along a few samples of their products, talk to the attendees and collect business cards in a fishbowl that was placed on a table at the front of their booth.
Many people seem to think the only measurement for trade shows is a count of how many visitors’ badges were swiped at your booth. Here are 10 other things you can measure.