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Know When to “Dump” Your Show… and How to Find a Better One

 

You know the feeling when you just went to a show and it was not as successful as you know it should be? Whether you did a formal Return on Investment (ROI) analysis or just noticed that the lead quality (or quantity) were not worth the time and money you just invested in getting there. That is the time to take another look at your event program and decide if it is time to say goodbye to this one.

Here are some key things to considerAre you just not compatible?

Maybe this is a regional show and you need a national audience. Maybe the industry alignment is not quite there. Review the show audit, attendee lists or demographic reports and determine if that is the case.

Have you grown apart?It is possible that this was the perfect show for your company to exhibit at 5 years ago but your company or the industry have changed.

Determine whether your company’s offerings or goals have changed. Are they still in line with what you can get from this show or event now and in the future?

Have you talked it out?It is usually worthwhile to approach the show organizer and express concerns you may have. Especially if you are a long-term exhibitor or if you have a large booth, they will want to make sure they can keep your business. Let them know if you are concerned about lead quality, promotion levels or lack of sponsorship opportunities.

Do you have better prospects?No one has an unlimited marketing budget. The show or event you attend may still be relevant but if attendance, service and lead quality is not there it is time to see if there is another show or event that can get you a better return on investment. You can use our Trade Show Calendar (link) to find other shows in your industry or region to evaluate.

Is your effort paying off?The key deciding factor in whether to stay with your show is to calculate your ROI. You can use our ROI calculator (insert link) to enter all your expenses and compare them to your estimated revenues generated from your show presence. You may also want to estimate any additional benefits you may get from the show that are not sales related such as additional exposure. However, if the numbers do not show a positive ROI it is probably time to look elsewhere.

Evaluate AlternativesIn addition to looking in our trade show calendar there are many easy ways to find good face to face events. A good place to start is a Google search with your industry and the words “trade show or event”. You may also want to look at any associations your company belongs to. Also, don’t forget to as your top prospects or clients which face to face events they are attending. If you are interested in regional events you may want to look at convention centers in those areas or look in Event bright for small local shows. Once you identify some events plan to look at their demographic information, cost of exhibiting, sponsorships and other benefits. It is also a great idea to visit the show before committing to exhibiting.

Get Out There!Once you identified some alternatives and maybe even walked some shows it is time to “dip your toe in the water”. Maybe exhibit at an event in a small space or buy a small sponsorship at an event. You will be able to assess the service of the show organizer, see firsthand the quality of the attendees and evaluate your return. Another option may be to organize your own event or to partner with another company to do it together and see if that is a better fit to help you grow your leads and your revenue.

Good luck at your next event!

ROI Calculator & Trade Show Comparison Tool

Do you need help justifying your company’s trade show investments? Then these are the tools for you. Our free Trade Show ROI Calculator and Comparison Tool can help track costs, identify new sales opportunities, and more! Two Excel spreadsheets.

 

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About the Author

Sofia heads up Skyline’s marketing efforts in digital marketing and product innovation. Sofia is an experienced marketing professional with branding, innovation and product commercialization expertise. She has more than a decade of experience with both B2B and consumer packaged goods companies and an MBA from the University of Arizona Eller College of Management.

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