If you have read our guide to evaluating trade show opportunities, estimating the cost of a trade show, and estimating trade show ROI, you should now have, in your possession, a complete list of shows that may produce meaningful results for your organization and an estimate of the value that those shows will produce. With a few simple steps, you will be in control of trade show budgeting and be in a position to facilitate trade-offs.
If you want to evaluate the effectiveness of your marketing channels, then you have to know how to calculate conversion rate and customer lifetime value. We’ve talked about some of these metrics before in our article “Estimating Trade Show ROI”. In this article, we'll delve into how to calculate these numbers more generally (for use in any marketing channel) and look at the reasons why marketers often fail to make effective marketing models using these numbers.
Topics: Marketing Strategy
If you work for or own a small business or a startup, creating a business case for trade shows might be new. Deciding whether or not to spend thousands of dollars participating in one is a difficult proposition, especially when outcomes are not guaranteed.
Here's how to know if you've failed at your trade show booth design:
If you hear this phrase at your trade show booth, it means that you failed - big time!