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So what variables and metrics should be considered as part of an effective trade show and event measurement strategy? There is no one answer to this question. Each trade show program has different goals and objectives. Don't only complete half the job. Set a wide-ranging and value-driven set of objectives for your trade show efforts. Track and measure at least one metric associated with each of these objectives.
So what variables and metrics should be considered as part of an effective trade show and event measurement strategy? There is no one answer to this question. Each trade show program has different goals and objectives. Don't only complete half the job. Set a wide-ranging and value-driven set of objectives for your trade show efforts. Track and measure at least one metric associated with each of these objectives.

Value Drivers

  • Total Visitors
  • Total Leads
  • Total Qualified Leads
  • Total Prospect Meetings
  • Total Customer Meetings
  • Total Supplier & Partner Meetings
  • Attendees at Product Demonstrations
  • Attendees at Presentations
  • Targeted Impressions
  • Sponsorship Value
  • Social Media Mentions
  • Press Mentions

Cost Centers

  • Booth Space Costs
  • Show Services Costs
  • Travel & Lodging Expenses
  • Sponsorship Costs
  • Promotional Expenses
  • Time Costs of Planning & Preperation
  • Lost Opportunity Cost

Value Drivers

  • Total Visitors
  • Total Leads
  • Total Qualified Leads
  • Total Prospect Meetings
  • Total Customer Meetings
  • Total Supplier & Partner Meetings
  • Attendees at Product Demonstrations
  • Attendees at Presentations
  • Targeted Impressions
  • Sponsorship Value
  • Social Media Mentions
  • Press Mentions

Cost Centers

  • Booth Space Costs
  • Show Services Costs
  • Travel & Lodging Expenses
  • Sponsorship Costs
  • Promotional Expenses
  • Time Costs of Planning & Preperation
  • Lost Opportunity Cost
The most common metrics, and the easiest to assign a specific value, are quantitative. Cold, hard numbers. Quantitative measures should form the backbone of every trade show and event analysis program. But not all the value, or cost, associated with your efforts can be captured quantitatively. You will also need to track your effectiveness at achieving “softer” objectives. This can be done using qualitative measures.

Qualitative Measures

Measuring, tracking, and accounting for only quantitative measures would leave you with an incomplete picture. Not every objective or goal of an event marketing effort can be captured in numbers. This is where qualitative measures enter the picture. Sure, the measurement and reporting for these objectives is less precise. However, there's something every trade show marketer needs to understand. These objectives, in some cases, can be even more important than quantitative measures.
 
One of your objectives might be to influence a particular piece of legislation through your trade show presence. Or maybe you want to positively affect public opinion of your company or products. There may be quantitative measures wrapped into these objectives. But they cannot just be summed into a single number like “142 leads” or “1,200 visitors”. Other qualitative measures to consider when preparing your event assessments could be:
  • Relative Prestige of Event or Association
  • Perceived Market Impact
  • Thought Leadership Impact

Qualitative Measures

Measuring, tracking, and accounting for only quantitative measures would leave you with an incomplete picture. Not every objective or goal of an event marketing effort can be captured in numbers. This is where qualitative measures enter the picture. Sure, the measurement and reporting for these objectives is less precise. However, there's something every trade show marketer needs to understand. These objectives, in some cases, can be even more important than quantitative measures.
 
One of your objectives might be to influence a particular piece of legislation through your trade show presence. Or maybe you want to positively affect public opinion of your company or products. There may be quantitative measures wrapped into these objectives. But they cannot just be summed into a single number like “142 leads” or “1,200 visitors”. Other qualitative measures to consider when preparing your event assessments could be:
  • Relative Prestige of Event or Association
  • Perceived Market Impact
  • Thought Leadership Impact

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