- Booth visitors: knowing the overall number of booth visitors, or at least a valid estimate, can give you valuable information, especially in a year-to-year comparison at the same show, and from show-to-show. Even though when you measure show-to-show itís a bit of an apples to oranges comparison, it does give you intel to help judge the showís effectiveness.
Leads generated: one of the
more straight-forward metrics you can track, but itís important
to break them down into at least three levels: hot, warm and
cool. This will give the sales team the information to correctly
follow up on the hot ones right away and the warm and cool ones
- Sales as a result of the
leads: track how many new customers came out of the show in
the first three months, six months and year (depending on the
type of product or service you offer). Track the overall sales
amount. Itís harder to track B2B sales from a tradeshow simply
because you might not get a new customer until a year or more
- New leads: a slight
differentiation from all leads, this breaks out the brand new
potential clients from those that youíve had some sort of
contact before. Valuable information, indeed.
- New customers: same with
customers Ė how many news ones did you get as a result of a show
vs. how many are repeat customers that happened to be at the
show and buy something because of the show.
- Budget: actual vs.
estimated. Keeping track of the investment is important; knowing
how much over or under budget is critical.
- Cost per lead: divide the
overall cost of the show by the number of leads gathered to get
a cost per lead.
- Return on Investment: divide the overall net profit youíve gained over three, six, twelve months by the net profit from the show (gross profit minus the cost of attending the show).
There are other numbers you can track, but if you do nothing but track these metrics youíll have a lot more insight into the kind of success your tradeshow marketing program is giving you.