Whoever said that past performance is no indicator of future value did not work in the face-to-face marketing industry!
Whether you have done one show or one thousand, you have a significant opportunity to impact future success by analyzing both what has worked and what has not worked in the past. This is true regardless of your budget or the size of your booth.
How can you ensure you have the data necessary to apply your learnings to improving future relationship marketing opportunities? Consider the following:
Analyzing your post-show experience may seem daunting on the surface. When you consider the payback in terms of return on investment and the internal respect you will garner for your professionalism in managing such a complex deliverable, there is no reason to put it off. Knowledge is power. Empower your team to succeed by learning from the past.
Ann Marie Burke is a Marketing Communication Strategist with MG Design. She plays a vital role on a number of client teams, regularly imparting her wisdom, leadership, insight and passion for the trade show and event marketing while providing great experiences for the company she serves. Ann Marie helps companies amplify brand experiences well beyond the footprint and timeline of their events through MG’s internal marketing services agency, magnify™.