Have you ever struggled to figure out how to prove the value of your trade show program? Then The Trade Group’s recent Beer, BBQ and Booth ROI happy hour event would have been right up your alley. Along with cold beverages and delicious BBQ, TTG Director of Marketing Stephanie Chavez treated guests to an informative and actionable presentation on how to prove trade show ROI.
Chavez, who spearheads educational events and experiences at TTG, was inspired to tackle the trade show ROI topic based on a recent survey of event Marketers. “When we exhibited at EXHIBITORLIVE 2019, we conducted a survey of attendees to find out what’s on their minds these days. One of the questions we asked was, ‘What is one of the most difficult things you face with trade shows?’ Trying to prove ROI was the most common response by far,” Chavez says.
Trade show ROI is clearly a hot topic for event marketers because the Beer, BBQ and Booth ROI event was one of the best-attended educational events TTG has ever thrown.
Couldn’t make it to the event? Check out the full presentation here:
Why is proving trade show ROI so difficult for event marketers?
The truth is, many people don’t know WHAT to measure or HOW. As Chavez explains, “Many people only measure a couple of metrics, like how many leads they gathered and sales from the show. In reality, there are many additional buckets of value and financial benefits that trade shows provide, and that’s something I really wanted to break down for people during the presentation.”
Chavez, a candidate for certification in trade show marketing (CTSM), knows her stuff, and she loves passing that knowledge along. “If you know TTG, you know we love to throw a great party. Sure, we always want to make sure that our guests have fun, but it’s always a top priority to provide those guests with something of value that they can take home—or back to the office—with them,” Chavez says.
During her presentation, Chavez drilled down on several frequently neglected buckets of trade show value. She also provided guests with clear, easy-to-understand formulas so they could apply that insight to their trade show programs right away.
According to Chavez, “While people do measure new revenue when looking at sales opportunities, they often overlook retention of sales. It’s also important to measure things like marketing qualified leads (MQLs), cost savings and promotional value. We really took a deep dive into the subsets and formulas for those different areas.”
Take credit where credit is due—You deserve it!
You work hard on your trade show program, and being able to prove trade show ROI to your C-suite is essential, especially if you want to get credit for the sales AND other value your efforts deliver. It’s also important to demonstrate ROI if you want to justify your trade show budget (or ask for an increase) year after year.
Giving trade show marketers tangible tools they haven’t used before to help them achieve their goals is always top of mind for Chavez. “My over-arching objective here was to enable trade show marketers to get credit for all of the work they do. Several attendees said, ‘I’m so excited to create reports that show positive ROI,’ or ‘I can’t wait to get back to the office and apply this insight right away!’ I love providing unique and actionable resources for event marketers, so this positive feedback really meant a lot,” Chavez says.
Don’t want to miss out on our next fun ‘learning’ event?
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The post ICYMI: TTG’s Beer & BBQ Event Demystifies the Elusive Art of Proving Trade Show ROI appeared first on The Trade Group.