How do you measure success after a trade show?
The number of leads collected is a good measure for many exhibitors.
Assessing success by the quality of leads is another.
You might also grade your leads by urgency, value, or a combination of both measures.
But do you ever think about how many more people you could have attracted?
Do you know what percentage of the attendance came onto your stand?
Should you even think about that?
Only some people who attend a show will be suitable for your business.
And, in large-scale sprawling events, there is no point in wondering how many extra people you could’ve attracted.
Unless, of course, your company is a world-leading brand.
But let’s assume that the show you’ve just returned from was of medium size.
One that’s relatively easy to get around in a day.
It was open for three days.
According to organiser figures, it attracted 5000 people.
Your company came away with 100 sales leads.
To get those 100 leads, your stand team will have met with at least double the number of stand visitors.
Let’s say it was three hundred people.
So you attracted 6% of the total attendance to your stand.
That’s not bad going, but among those other 4700 visitors, there may have been excellent prospects that you didn’t get to meet.
You can’t win them all, is how you might look at that situation.
On the other hand, you might equate another 50 stand visitors with a value of potential sales lost or won.
If you know the average sale value from a typical trade show visitor who converts, you can estimate that number.
Given that the trade shows are a one-time opportunity making the most of them is essential.
It’s why you’ll find Trade Show Stand Mastery Part 2 so constructive.
If you’re the kind of person who’s always seeking to improve results, check out the subject matter in this delivered-to-you training.
Very best,