We all familiar with the concept “ what you cannot measure, you cannot manage”. Well, I was thinking about this as it applies to Trade Shows and Exhibitions. The most common mistake exhibitors make is a failure to follow through after the  show. They are unable to accurately measure the success of the show as  their activity has not been consistent and of course has been ad hoc and on the run. So of course, when it is time to decide on whether to exhibit next year, questions are asked as to whether it is worthwhile and of course will there be a return on the investment.

How different would this process be if you could accurately measure the follow through of all prospects gained from the show? How easy will it be to decide on whether to exhibit at the next show if you could look at your measurement data and clearly determine the new business generated and your pipeline of prospects currently in the sales cycle, all gained from the last trade show?

I had this discussion with a client of mine who recently completed exhibiting at Austech in Melbourne. They were going to do what they have always done in the past – they were going to send the usual follow up letter and phone call soon after the show and then add the new contacts to their database.  What happens next will depend on whether any of the prospects come back and ask to do business. I am delighted to say, after much discussion, my client is now developing a follow up system that will enhance their ability to build relationships with the new prospects, which will be sustainable over a period of time. They will focus on adding value and importantly, will be able to measure the progress of each new prospect, the conversion rate into new business clients over a specific pre-determined time period.

When you can measure your progress. When you can see you have returned a 20% / 50%  return on your investment, whatever is the number, you will know with certainty that the show has been a success. Take the time to review your follow up system and measurement strategy – you will not look back