In the world of marketing, events and trade shows are just one way to make a splash for your business, but measuring the ROI of your events, isn’t always as cut and dry.

1. EVENT MARKETING:
MAKING TRADE SHOWS THAT WORK FOR YOU

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TABLE OF CONTENTS
Pre-event Marketing
Goal Metrics
Marketing During Your Event
Continue Success with Post Event Marketing

3. PRE-EVENT
MARKETING

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040302
INDUSTRY
SELECT THE RIGHT EVENT
VERTICAL REGION ATTENDEE
Consider events
that are in your
specific industry to
increase your
presence.
Your product or
service may serve a
specific
vertical, select a
show based on your
target market
Are your services
restricted to a
geographical area?
Perhaps multiple
areas?
For smaller shows,
consider the quality
of the attendees. Are
they your tarrget
market & do they
have decision
making power?
01

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This is a great way to evaluate
the event with little
commitment; it gives you the
tools to determine your
participation next year.
ATTEND
Consider exhibiting when you
are trying to build brand
awareness within the market,
or are launching a new
product or service.
EXHIBIT
Maximize exposure by
sponsoring the event. Target
your sponsorship to reach or
target audience or sponsor
the event as a whole.
SPONSOR
DETERMINE PARTICIPATION LEVEL

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ESTABLISH GOALS
In order to measure trade show/event ROI, you must establish
goals for each one. This data will help you determine if you
should exhibit again. Some goals include:
BRAND
AWARENESS
LEAD
GENERATION
SOCIAL
MEDIA
TARGET
MARKETING

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BRAND METRICS
• Impressions – Number of people
that saw your brand during the
event
• Visitors – Number of people that
stopped by your booth
Measure the visibility of your
brand during the event.

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LEAD GENERATION METRICS
• Qualified Leads– Number of
qualified prospects met at the
event
• Sales Appointments– Number of
follow up appointments scheduled
after the event
Measure the quality and quantity of your leads

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SOCIAL MEDIA METRICS
• Twitter – Measure tweets and
#hashtags you promote
• Facebook – Measure new “likes”
or “fans”
• LinkedIn – Engage in
conversations in relevant groups
& evaluate conversation
• YouTube – Post and monitor
video views from the event
• Google+ - Share links, images
and videos with prospects

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MARKETING METRICS
Measure various marketing activities including:
• Marketing Materials– Total number of materials distributed
• Promotion Items– Number of promotional items distributed [t-
shirts, pens, USB etc.]
• Contest/Giveaways – Was one carried out? What was the
outcome
• Competitors – Evaluate their presence at the event

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TAKE ACTION
• View the attendee list to find the right traffic, - weed out other
vendors and competitors
• Invite current & prospective clients
• Personalize your messaging based the stage in the sales funnel
• Vary your communication methods by using email, social media
and even phone calls

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MAXIMIZE EXPOSURE
Stand out by doing
something other than booth
space
• Sponsor or create a
lounge charging station
• Host a networking event
• Set up meeting room

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USE SOCIAL MEDIA
You won’t have access to all
attendees email, use social media
to reach more prospects
• Start early promoting your event
• Share details including booth
number, speaking engagements
etc.

16. POST EVENT
MARKETING

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SEND THANK YOU
Touch potential clients
again by sending a “Thank
You” email
• Include relevant blog
post
• Invite them to a webinar
series
• Provide link to collateral
or other materials

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ENROLL INTO A CAMPAIGN
Enroll leads into a
campaign to nurture them
through the sales funnel
• Set up an automatic
workflow
• Provide remarkable
content at each stage

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MEASURE ROI
• Re-evaluate the metrics set up
for the event
• Evaluate the click-through rate
and unsubscribe rate of the
“Thank You” email
• Determine if sales closed any
leads from the event or from
the workflow

20. THANK YOU