If you’re like many trade show and live event managers, figuring out the return on investment (ROI) of your face-to-face marketing program may seem like an impossible dream. Truth be told, most companies don’t even try to measure the ROI of attendee engagement at live events, even though doing so can reveal the true value of face-to-face marketing programs and help maximize results.

C’mon, is measuring the effectiveness of live events really that big of a deal? YES!

As with any marketing initiative, the more you understand about what works (brings in revenue) and what doesn’t (wastes money) the better positioned you are to get more bang for your marketing buck over time. Period.

When it comes to trade shows and live events, The Trade Group’s strategic marketing team knows what to measure, how to measure it and how to translate that data into an actionable plan that boosts results (more leads, more sales, more brand recognition, etc.).

No more excuses – we make it easy to measure, calculate and accelerate results

There are a number of reasons people don’t evaluate the ROI of their face-to-face marketing programs. Do any of these scenarios resonate with you?

• You struggle to prove the effectiveness of your face-to-face marketing program to your C-suite, because you simply don’t know how.
• You believe it’s impossible to calculate the ROI of trade shows, due to a long sales cycle or some other reason, so you don’t try.
• You wish you could get more leads at live events, but you don’t know how, because you don’t know what is and isn’t working.

Don’t let excuses – or lack of knowledge – prevent you from getting a bigger return for your investment in live events. Our experienced strategic marketing experts have been helping organizations get the most out of their face-to-face marketing programs for years, and we’re here to help!

Photo Credit: ERP:FM

Show me the numbers: How TTG demystifies the process to set you up for success

We don’t believe in the old throw it against the wall and see what sticks philosophy. TTG will do a deep analysis of your existing face-to-face marketing program, then recommend a strategy and appropriate technology to gather, monitor and analyze results. We also provide the training your staff needs to make the most of each and every event. Here’s how it works:

Step 1: Discovery. Our intensive discovery process includes auditing existing initiatives, event research, situational analyses, stakeholder interviews and workshops and more. During this time we listen, probe and observe.

Step 2: Develop. Once we have a thorough understanding of your existing initiatives and company goals, our team can create a customized face-to-face marketing strategy with specific recommendations for measurement methodology, technology selection, marketing campaigns and more.

Step 3: Deploy. You can rely on our team to guide your staff through technology training and integration, as well as proper data gathering techniques. During events, we can monitor staff to see if additional training is needed and walk the floor to conduct a competitive evaluation.

Step 4: Document. Using time-tested methods and technology, we transform the data gathered into easy-to-understand, customized reports, including performance analyses, training manuals, business intelligence overviews and more.

Step 5: Discuss. With data and analyses in hand, our team can report on specific results and provide actionable recommendations to you and your stakeholders for the short- and long-term. We also make it easy to compare the effectiveness of your event marketing program side-by-side with other strategic marketing initiatives.

The time to demystify the value of your face-to-face marketing program is now

If you’d like to learn how to calculate the ROI of your face-to-face marketing program, gather more leads and/or close more business at trade shows or amplify brand awareness at live events, we can help. Just give us a call at 800-343-2005 to speak with one of our strategic marketing experts today.

The post Ready to Maximize the Value of Your Live Event Program? It’s Easy with TTG appeared first on The Trade Group.