Our companies do trade show to launch new products, and attract existing buyers, and potential new buyers to come by our booths. It can get expensive especially if there is no measured ROI.
If there is a sizeable ROI on our trade show booth investment then we can continue to exhibit and them and increase our businesses.
We also know that too many of the people that come to the trade shows and stop by our booths are not qualified buyers but tire kickers, and trick or treaters looking for the handout at the booth. How can we change that, and increase our trade show attendance not only in absolute numbers, but the quality of person who attends?
Well, I have the answer and it works. The enclosed Lawson case study demonstrates how. This was mailed out to decision makers, or targeted people who they wanted to show up, and there was a chance to win some great prizes. By targeting these decision makers with a program like this you accomplish two things.
1. You can measure the effectiveness of the program, it can be measured. You invited 100 targeted people and 50 of those people showed up, and you know this because they have to bring their ticket to the booth to see what they won.
2. You got the "desired" people to show up. Now all of the other people who show up are gravy, because your targed audience showed up.
So the next time you are looking for something creative to drive trade show booth traffic or event traffic consider how you go about it to drive the proper ROI.
Thank you for reading.
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