Legendary investor, Warren Buffett, has two foundation rules for business.
- Rule No.1: Never lose money
- Rule No.2: Never forget Rule No. 1
He’s not known as the Sage of Omaha for nothing.
His many pithy investment and business maxims another of which is shown in the image above, will be found in many articles and interviews.
Applying WB’s “rules” thinking to the events world, how do you know if exhibiting has been profitable?
How can you apply his rules to trade show marketing?
You do so by measuring the returns from each event.
For many exhibitors, the assessment is on leads collected.
Did we do better than last time? Did we collect more leads than we expected?
Some exhibitors measure the sales made from exhibiting.
That’s easy if you can sell straight from the stand, but most exhibitors can’t do that.
Their products or services aren’t suitable.
Tracking leads and sales is vital to understanding event profitability and returns.
Analysing and ranking the cost of trade show leads and sales clarifies the most profitable events.
It also shows how event leads and sales compare with other forms of promotion.
It’s a subject covered in the soon-to-be-released “Giant Leap Trade Show Marketing” course (available in September).
In the meantime;
The Trade Show Stand Mastery course is available now if you have an event coming up in September-November and want to ensure all preparations are ship-shape and Omaha fashion.
Full details on what’s covered are on this page of our website.
Very best,