Understanding The Critical Success Factors for Event Return On Investment.

Having the essential elements of a trade show and event marketing program will deliver a positive return on your event investment. These three critical success factors were developed to successfully create a solid bridge between sales and marketing.

Let’s discuss what these “Three Critical Success Factors” represent and how they can help accomplish results you can measure.

The Right Participants

The key measure is the number of engagement and meetings with high-value contacts at your event. Knowing the right people at your exhibit or event, by company and title, will help improve your results. Be sure to contact and preschedule face-to-face meetings with the individuals and discuss approaches on marketing opportunities.

The Right Message

You must deliver compelling and persuasive messages that motivate the individual to act. Participants must feel that taking the next step with your company, is the right thing to do. Remember that the key measures are the reach into perceptions and recall of key messages of participants who committed to a follow-up.

The Right Action

The key measure is the number of visitors who participate in the designated next step. Obtain actions from the participants that directly profit improvement for your company. Also, have a specific outcome in mind for these targets. Remember it is usually what happens after the event that delivers payback. Keeping all these targets continuously engaged in a communal relationship with your company is essential.

For successful results and best practice, be sure to include all steps and develop a pre-event and post event activity. Remember that these factors are the core of an event measurement and return on investment philosophy.

Written by Ed Jones for Gateway


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Ed Jones knows what delivers real return on investment - actions on the part of prospects that lead directly to the order. Or, in the case of your employees, behavioral changes that improve business results. He knows how to elicit that behavior and how to measure it. Ed has nearly thirty years experience crafting prospect, customer and employee communications programs that lead to the improvement of the bottom line of businesses. His approach has turned many large corporate communications programs inside out, with dramatic results. Ed is equal parts finance, marketing, sales and creative.