I regularly hear several reasons for why event managers aren’t doing any kind of measurement for their trade show programs. One of the most common is, “We don’t have budget for measurement”
I would propose that if you have the budget to do a show or event at all, make measurement a line item in the budget right along with booth space/size, graphics, marketing plan, give-aways, etc., so that you understand what’s working and what isn’t working. If you don’t, you’re destined to keep going with “gut feelings” and doing things that are costing money without obtaining any results or data to back you up.
You also need to “budget” some time to put a measurement plan into place. Decide what’s important that you get measurement on and then make a plan for what you need to do to actually collect the data.
If you make room in your budget for measurement (both in terms of time and money) you’ll be able to make informed decisions on where you can grow and/or what you need change to help you reach your overall face-to-face marketing program goals.
About Susan Brauer
Susan, CME, is the President of Brauer Consulting Group (brauerconsulting.com) Susan has more than 20 years of experience in the trade show and events industry and works with organizations to help them set strategic, quantifiable objectives, promote and strengthen key corporate messages and demonstrate ROI for their face-to-face marketing programs.