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Why You Should Measure Pre-ROI

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By Jon Althoff

In the trade show business, it’s all about measuring ROI, which is critical to any program. But what about your Pre-ROI?

We all love to make a sale at the show or the few days after, but in many industries that just isn’t possible. The ROI comes later, often many months later.

So, knowing if the customers who visited your trade show exhibit left with a positive impression of your company after visiting your booth at the show is important. You can find out within days if success is likely to come in the form of positive ROI, or if you are dead on arrival…..the phone won’t ring, the website won’t be clicked.

Consider asking your attendees questions such as:

  • Did you feel that you were treated well or excellent by staffers while at our exhibit?
  • Did you feel you were valued, and that staffers listened to your questions?
  • What were your feelings about (your company) before they came to the show? How about after your exhibit visit?
  • What is the likelihood of working with (your company) in the future, due to the exhibit staff experience?

There are always opportunities to learn and improve, and how will you know what to improve upon if you don’t ask? At the very least, reaching out to your customer shows them that their opinion matters- no matter if a sale was made or not. It has been said that “People will forget what you said, people will forget what you did, but people will never forget how you made them feel,” which is of most importance in the industry of face-to- face trade shows.

Do you survey your customer attendees after a show or event? If not, start! It’s never too late to start measuring your Pre-ROI and build a world class experience at your next exhibit/event.

About the Author:
Jon is the Senior Director of Global Marketing for Skyline Exhibits. Jon’s passion lies in the teamwork that builds brands.


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