Measurable Strategies: How to Design Your Trade Show Booth For 3 KPIs
People may think success has to do with luck, but thriving business owners know that it’s a result of diligent planning, consistency, and hard work. This is especially true at trade shows, where countless businesses from similar industries build connections, share insights, and compete for attendee attention.
The key to performing well at trade shows is designing a custom trade show booth and data-driven strategy that allows your team to track key performance indicators. By identifying clear goals and tracking them with reliable metrics, your team can pivot its trade show strategy for each show. Ready to elevate your team’s trade show strategy with a measurable approach? Here are three common trade show goals and which KPIs your team should track to achieve them.
Expand Into New Markets: Booth Traffic
Trade shows are a great marketing tool for companies that want to expand into new regional markets or broaden their target demographic. Booth traffic is a key performance indicator to watch when trying to break into new markets. When you understand how many people are stopping by your booth, how long they’re staying, and what parts of your exhibit they are engaging with, you can tailor your attendee experience accordingly.
Custom trade show displays or booths with innovative digital activations—such as touch screens, gamification, and virtual reality—can help your team monitor and analyze booth traffic. These digital activations not only help you track your booth traffic but also improve this key performance indicator.
Drive Sales: Qualified Leads
While enjoying face-to-face experiences and making valuable industry connections are great reasons to attend trade shows, driving sales should be a primary focus for any marketing endeavor. When driving sales is your goal, tracking how many qualified leads your team generates at each trade show is essential. Monitoring this KPI can help your team demonstrate an overall return on investment for your company’s trade show budget, as well as understand how to adapt and refine your trade show strategy.
Develop a strategy with a reliable trade show experience partner to track and capture qualified leads. A company that offers booth design services and lead management services can help your team use universal lead capture software to improve your follow-up strategy.
Build Brand Awareness: Engagement
Another reason companies visit trade shows is to establish themselves as reputable, reliable names in their industry. While building brand awareness takes time, tracking key performance indicators can help your team stay on the right track. Post-show social media and web engagement are great key performance indicators to track to help your company reach this goal.
While an efficient and effective follow-up strategy is key to generating leads and driving sales, monitoring your social media engagement can help your team understand the organic buzz being generated by your trade show performance. A trade show booth design that uses QR codes to direct traffic to your website and social media pages can help improve overall engagement, resulting in better brand authority and visibility.
By tracking these three goals with KPIs, your company can refine your trade show strategy.
