This document provides guidance on maximizing ROI from trade show participation. It recommends starting by defining clear objectives for attending an event. Key selection criteria for choosing an appropriate event include industry relevance, attendee quality, and regional focus. The document outlines strategies for participating as an attendee, exhibitor, or sponsor and highlights associated benefits. It also provides examples of metrics to track, such as impressions, leads, and sales, in order to evaluate an event's effectiveness. Finally, it offers best practices for pre-show preparations, engagement at the event, and follow-up activities to help convert leads into sales.

1. Trade Show Guide
Get the Most Out of Your Trade Show Dollar

2. Start with the end in mind
Why is your company attending the event? Get Specific!
• To build awareness of our brand
• To generate qualified leads
• To recruit new employees
• To take advantage of a speaking opportunity
Objectives

3. Industry
• Event must be
in your industry
or in one of
the industries
you serve.
Region
• Are your
services
restricted to a
particular
geographical
area? Perhaps
multiple
areas?
Industry
Recognition
• Is it a marquee
event in the
industry? Does
not
participating
in the event
detract from
your brand’s
recognition in
the market?
Quality of
Attendees
• If the event is
small, it is
particularly
important to
consider the
QUALITY of the
attendees
• Are there
clients and
decision
makers with
buying power
attending?
Selection Criteria

4. As an Attendee
• To scope out events
that seem to be
within your selection
criteria
• Networking
opportunities
• Educational
opportunities
As an Exhibitor
• Brand recognition
• Lead generation
• Networking
opportunities
• Educational
opportunities
• Employee
recruitment
As a Sponsor
• Additional brand
recognition
• Lead generation
• Networking
opportunities
• Educational
opportunities
• Employee
recruitment
• Speaking
opportunities
• Press & media
exposure
How to Participate?

5. BRAND METRICS
Impressions Number of people that saw the brand (%)
Visitors Number of people that visited the booth
LEAD GENERATION METRICS
Qualified Leads Number of qualified prospects met
Sales Appointments Number of sales appointments made
MARKETING METRICS
Marketing Materials Number of materials distributed
Promotional Items Number of items distributed
Contest / Giveaways Was one carried out? Results?
Competitors What was their presence at the event?
Metrics

6. Cost $12,500
Number of Attendees 10,000
Impressions 3,000 (30%)
Engagement 200
Qualified Leads 2
Sales Appointments 1
Marketing Materials 50
Promotional Items 50
Cost per Lead $6,250
Cost per Impression $4.17
Sales Metric
Brand Metric
Sample Metrics

7. Cost per Lead (Sales)
• A low cost per lead is the desired goal - more leads for less
money. However, experience tell us that the better
QUALITY the lead, the more expensive.
• What will truly determine if the investment was worth it, is
how many leads turn into sales.
Cost per Impression (Marketing)
• A low cost per lead is the desired goal
• More brand exposure for less
Costs

8. • Purchase an event attendee list if available
• Send a pre-event email to all prospects and event
attendees
 Personal invitation to pass by the booth
 VIP Prospects can get a special “swag” bag
• Materials and promotional items should be provided in
accordance to the size of the show and the quality of the
attendance.
Pre-Show Preparations

9. Contests & Surveys
• Contests are great, but everyone does them. Try to make
your stand out by making them fun and interactive. Ask
people to try and make a hole in one on a miniature golf
set (for example).
Models vs. Food
• Food, particularly, spirits win every time. People will be
more drawn to your booth is you are serving cocktails or
coffee, than if you have a great looking model at your
booth.
Showtime!

10. Speaking Opportunities
• Whenever you have the opportunity to showcase your
expertise, by participating in a panel discussion, giving a
lecture, etc. DO IT!
• If you can try to work that into your sponsorship agreements
at every event.
Track your Leads & Schedule Sales Appointments
• Invest in a badge scanner if your event has them available.
• Keep all business cards and scan them (as soon as possible
into your database. A business card scanner or app is an
essential and every cost effective tool.
• Set appointments right then and there to meet with your
prospects. Get a time and date (not sometime next week).
Showtime!

11. Post-Show Emailer
• Immediately after the event (at the latest within a week’s
time) send your new leads and prospects a well thought
out email, that will begin the process of leading them
down the sales cycle.
Metrics
• Time to work the numbers and see if this event should be
considered for next year.
• If you like the results and the numbers add up, book the
event immediately. You get early bird rates and more
negotiating room if you book early.
It’s a Wrap!

12. THANK YOU!
BLUE COMPASS GROUP PHONE 786.273.8589