Measuring your Tradeshow Marketing: “The How’s and What’s”

Let us assume that you made a splash at a recent tradeshow. You invested your time and money into this event and want to know whether your marketing strategy has worked or not. How would you know what went down well with your prospective clients and what got a tepid response? Measuring your marketing strategy is nothing but a self-evaluation process, wherein you get a clear picture of where you stand in terms of marketing and promotion.

What leads to the LEADS?

If a company offers promotional trade show items, then its primary motive is to turn “window shoppers” into future customers. At a tradeshow, you will come across two types of visitors – the first kind are folks with genuine interest in the services of your company while the second are those who are present to gauge the market and its trends. The first step of your marketing strategy should be to generate as many leads as possible. You have a whole booth for yourself, so here’s your chance to make an impact. But how will you get the leads? Well, it’s simple. Offer something free or present something intriguing and you will have a way of getting their much needed contact information. Trade show promo items in the form of free samples followed by a simple form filling is all that it takes to create a lead that turns into a worthy future client.

The Brand that Speaks is the Brand that Wins!

Collective memory is often fleeting because people often get distracted and caught up in their hectic lives. During such times, if you fail to create that first remarkable impression, then there’s hardly any scope for a second chance in this competitive world. It’s important for people to remember your brand and what you stand for. This is what trade shows are meant for. How would you know that your brand has been recalled or not? One of the easiest ways is by monitoring the traffic on your company’s website. This would truly give you a clear picture on how many people remembered your tradeshow presentation and promotional trade show items. If you have been tracking your company URL traffic regularly, then you can easily find the number of visitors on the page before and after your appearance in the tradeshow. The resulting figures will inform you whether your marketing strategy has worked or not.

The Highs of Social Media

Make no mistake; this is the era of Social Media as it has quite clearly taken the world by storm. If you aren’t marketing your trade show promo items on social media websites, then you are missing out on a lot of valuable attention. Today, people often boast about the whopping number of friends and followers they have on Facebook and Twitter.

Does your company have a presence in the social media? Have you noticed a rise in the “likes” for your company’s Facebook page after your tradeshow event? Have you noticed the growing number of followers on your company’s Twitter page? If yes, then that means your hard work at the tradeshow has been garnering good results. By closely monitoring and analyzing the number of tweets and posts on

Twitter and Facebook, you would be able to measure the success of your marketing strategy after the tradeshow.

Relentless persistence and a desire to succeed, come what may, never goes unnoticed. Just chart out your marketing strategies in detail, analyze them and see what works out and what doesn’t. Be proactive in making quick and timely decisions and changes to your action plan and you will soon have a loyal and steady stream of customers.