WAS IT WORTH EXHIBITING?

If you are selling products from your stand at the “Ideal Home Exhibition” or the “Motor show” it will be very easy to work out if it was worthwhile. In most circumstances it is harder.

Sales Generated / Leads generated A tricky one because the leads generated at the show may not come to fruition until months later having been followed up by your sales department. By then, there may be no way to track it back to the original trade show lead. You can however track the number of hot leads depending on the feed back you got from the visitor at the show. By asking the right question you should get a feel (gut feeling again!) if they are hot or not.

Hot sales leads x Number you normally convert x Average order value = estimated show revenue

Tip 1: -Make sure you use your database to track show leads Even if they order in a year you should be able to see that first contact was at the show.

Tip: 2 - Also consider special offer show vouchers that people have to use in the future to get the discount.

Tip: 3 – Have you thought of selling a product on your stand?

Saving Money

You can save money by exhibiting.

Customers Visit You Invite your customers and prospect to the show, perhaps offer some sort of incentive or reason to attend. The saving comes from the fact that you don’t have the cost of reps visiting them in the near future. Think of the time and transport savings!

Cost of show – (Number of show visitors x Rep costs per visit) = Saving

Product launch If you launch a new product at the show you are again making a saving. What would the costs have been to launch another way and how long would it have taken to get into the market

Cost of show - Cost of product launch (mail shots, PR, Advertising etc) = Savings

Building Relationships
One of the most common objectives for trade shows is to strengthen relationships with current customers. However, it is very difficult to measure. Consider it as good

Was it worth it?

• If you make sales at the show it’s easy. Cost of show – revenue = ROI
• Lead generation . Cost of show / Number of leads = cost per lead
• Use forms to get contact details of all stand visitors – give them an incentive!
• Tracking leads using your database can give you a pretty good idea even if the order is much later.
• Use special show offers
• A last thought. If the money saved from not having to visit clients plus the savings in launching a new product
• at the show covers the cost of show then everything else is a bonus.

Discountdisplays have been producing large format print and exhibition graphics for the last 17 years. Use our experience to highlight yours call 0844 800 1020 and speak to one of our exhibition graphic advisors. If you have any interesting information that our visitors may find useful please send an E-mail to guide@discountdisplays.co.uk