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There are three levels of resources that are needed from your organization: Sales Success Made Simple Review money, people and equipment. If in the past your exhibit program has felt like the poor marketing cousin in your overall marketing program, now is a good time to reassess the attitudes of senior management. To obtain a commitment to resources in these difficult times ensure you have Return on Investment (ROI) and Return on Objectives (ROO) calculations.

If you are among those exhibit managers who do not conduct a post-show evaluation then you are at a distinct disadvantage. An evaluation of your efforts goes beyond the number of leads collected or the number of people who came to your booth. What you should do is to think of all the information that would be helpful to you to be able to determine what is working and what is not in your program.

With this information you will be in a strong position to make the correct recommendations for the future. Some of the things to consider measuring are: high-value leads collected, quality booth visitors, traffic patterns of the show, your sales cycle, success ratios, the use of sales tools such as lead retrieval systems and the time spent with high value visitors. The more you collect the stronger your ability to strengthen your program.

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