Have you ever been asked to report back on how your company performed at a tradeshow and been at a loss as to how to deliver some measurable insights to management?
We’ve got a few ways to plan for and gather insights that will enable you to effectively report back after each and every show.
6 Measures of Success for Fresh Summit Exhibitors
1. Prior to the show, make sure your company website and LinkedIn profile are up-to-date
Don’t waste the huge opportunity a show like Fresh Summit presents for your brand by showing outdated news, products and services. If you are unveiling something new at the show, be sure you have a plan to make it live on your website and LinkedIn profile the day the show opens…or at the very least if weekends are a challenge, the day after the show closes. The goal is that any traffic you get as a result of the show be shown the same messaging and imagery on your digital assets that they saw in person.
2. Create a show schedule to help your team stay on schedule and informed of others’ whereabouts
Have you ever had a key client walk into your booth and ask for their salesperson only to find he or she had stepped away from the booth and they aren’t answering their cell phone? Team schedules help you communicate well about when specific people are available or where they can be found. It also helps your team not lose track of meetings and sessions they should be attending. Trade shows can be hectic enough – why not create some order with a little preplanning and collaboration to keep everyone in the know?
3. Measure website and blog traffic 30 days leading up to the show and 30 days after to compare against your 30 day average
A key indicator of your brand’s relevance leading up to and after a show is found in your website data. Take a look at the overall lift in traffic, but also make note of page performance for any pages you are specifically linking to in ads, emails or press releases. During these (hopefully) higher traffic months, what products and services are gaining the most eyes?
4. Send pre-show email to your target attendee list and achieve a 20% open rate and 5% click rate
Cross-reference your company contact list with the Fresh Summit attendee list and send an email invitation to inform them why they will want to stop by your booth during their busy schedule. After 3-4 days, pull the list of contacts who did not open the first email and resend.
5. Send 2 original tweets during every hour of the exposition
While this suggestion certainly does not take into account total activity with retweets and engagement, it is a good rule of thumb to tweet a couple of times an hour whether about aspects of the show that are important or relevant to your company or about your brand in particular.
6. Connect with a minimum of 10 fresh produce professionals on LinkedIn that you met at the show
After your return home, use your recent conversations with industry members as a way to expand your professional network on LinkedIn. Certainly consider those you had serious business conversations with, but also keep in mind those more casual acquaintances that are qualified additions to your network.
Looking for more ideas and tips for Fresh Summit? Be sure you are staying on top of Fresh Summit related deadlines, exhibitor resources and best practices by subscribing to the Exhibitor Central Blog.
Have something to add? Leave us a comment below or reach out to us on Twitter @TheCoreBlog!
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