Measure the ROI at Trade Shows (Using the Right Mix of Creative and Promotional Products)
Remember that you can actually determine the cost per recipient and CPOM if you know your market and track the success. Remember, the measurement at the Penn and Teller show was the fact that the attendee had to wear the press release. As a side note, that badge was special hole-punched to show that the person already attended.
Not managing your show in this manner will cost you wasted thousands. You take your leads, you collate, post, send out literature and information and follow-up to all of those people, and what does all of that cost? Sadly no one measures to that extent. Imagine if you could drive a more profitable and productive show. The next time you set out to promote a trade show, find a sales professional that asks germane questions. Insist that your trade show manager track the overall cost per recipient and CPOM by building in a form of measurement in order to determine the real ROI from your trade show. Go beyond the product, think outside the box and experience the best show ever.
Continued Good Selling - CQ