Why Exhibit Sales Managers SHOULD Care About ROI
I had a rather enlightening conversation while setting up at a show late last year. I was discussing the idea behind our agency with the event Sales Manager. He told me that whenever he signs a new client, he has a discussion with them about what they are doing to track results at the show. I was intrigued by his foresight, but, wanting to know more, I asked why. His answer was one of the most profound I’ve heard in a while and gave me a moment of clarity. Here’s what he said, approximately:
“You wouldn’t believe how many people have no answer or do not use metrics when I ask ‘How are you tracking your results from the show?’ That’s insanity to me. If I sell them a 10’x10 or a 10’x20 exhibit space and they aren’t tracking their leads and seeing what kind of pipeline the event generated, how could I ever expect them to want to be at another of my events? Great F&B is nice and all, but data, opportunities, and pipeline is what the CMO’s and Marketers are paying attention to now. So, if I have a new exhibitor who doesn’t have a plan, I can almost guarantee, they aren’t going to re-sign for my next event.”
It was like the clouds parted, the sun started shining and the angels sang. I have been to thousands of trade shows and not once has a sales person talked to me about what my plan of attack was for accomplishing my goals at their show. Was this man a visionary? Or, was he just using common sense and protecting his bottom line? Either way, I put together 3 questions for Trade Show/Sponsorship Account Execs.
1. Why is the company Exhibiting? AKA What’s their goal?
We all know trade shows are expensive to execute. From the over-priced internet access to not being able to move things around by yourself. So, an objective, be it Awareness or Leads, has to be in place to justify the spend. Ask your customers what their primary objectives are.
2. What are they doing to measure that success?
a. Awareness: How are they capturing impressions? Have they created a display that pushes the show rule limits? Are they all dressing up like crazy clowns with signs that say free hugs? On top of all that, remind them what the show #hashtag is so that they can not only promote themselves, but you, as a show producer, can help them accomplish their goals on social too.
b. ROI: Is it number of badge scans because they are still building their database? Is it meetings? Is it demo’s? 1:1 meetings? You get the idea. Here is the other thing, If they are trying to drive pipeline, and it is their first time at that show, please don’t try to re-sign us at the show. We have no idea whether the show was worth our time and money. Ask what the average sales cycle is and offer to follow up at an appropriate later time.
3. What does their post-show plan look like? Do they even have one?
If their plan is to let the sales guys show up, collect cards and then do the legwork, they are going to be in for a rude awakening. Also, how quickly are you getting your client the attendee list, if you are offering one. Discuss timing and how quickly they will be following up. There is a LOT of noise post show; so, being the first person to reach out is tremendous when it comes to standing out.
Happy Hunting!
- David T. Stevens