Measure the ROI at Trade Shows (Using the Right Mix of Creative and Promotional Products)
- What was the purpose of the shirt?
- Was the recipient the key buyer/decision maker?
- Do they even sell shirts?
- Were they an embroiderer? Screen printer?
- Who were their clients?
- What was their sales volume?
- What products have they used I the past?
- Did they know anything about the quality difference? Availability? Cost?
- Or, were they there shopping for their kids or grandkids?
(Don't laugh. I had a gentleman tell me that at a show: "I'm shopping for my grandkids, I don't sell this stuff, my son does. Can I get another free one?")
Companies spend thousands of dollars a year on promotional items to use as giveaways at trade shows, but to what end? Does your promotional products consultant ask? I mean really ask? Most don't, so it is incumbent upon you to find the right distributor that knows what questions to ask in order to build the very best program to maximize the success of your show. Promotional products programs developed for trade shows that have a built-in form of measurement have a far greater chance of tracking ROI then just handing out product like the company described above.
Here are some excellent qualifying questions that will help you determine a baseline from which to start:
- Does the show management have an overall theme?
- Do you have a theme that coincides with the overall show theme?
- What are your specific objectives for doing the show? (Just need to be there because the competition is there? Launching a new product? Increase sales? Develop leads?)
- Who is your target audience, specifically?
- What is the demographic profile of your ideal client?
- How many of your target audience will be there?
Not everyone that attends a trade show is your client. Point blank. Trade show statistics state that roughly 12 percent of show attendees are your potential buyer, and this is true for various reasons: