Pre-Show, On-Site and Post-Show Efforts All Contribute to Trade Show Success

Admittedly, it’s difficult to measure ROI on trade shows and other events. Clients often ask us to create marketing tactics that will enhance and support their trade show efforts. Success measurements can include qualified leads, conversion and sales, booth traffic, visitor interaction and online traffic.

A new survey reported in BtoB magazine shows that email, websites and direct mail are the three most popular support channels for events. It also revealed that marketers feel their sales departments can hinder success through lack of sales support or poor sales follow-up. Therefore, aligning marketing efforts with your sales department’s lead-management process is crucial. Read “Event Marketers Vexed by Measurement, Sales” for more about the survey results.