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Trade Shows Good, But Measurement Bad
Karl Greenberg/ Media Post / April 23, 2013
Events, shows and experiential marketing are traditional ways of making a brand tactile, but a little ROI would be nice. When it comes to measuring how effective events are in boosting sales and intention, shows unfortunately are kind of a marketing Galapagos.
Not that you don’t get leads from shows, but what do you do with them? A lot of marketers don’t know, according to a new study from the Chief Marketing Officer (CMO) Council, with the Exhibit & Event Marketers Association (E2MA). Forty-five percent of survey respondents said they were struggling to justify attending or participating in shows, and 19% said they had no strategy to act on the leads they gather. Not that they dismiss them entirely: 89% of respondents say events still hold value, and 31% say they are essential.
The report, “Customer Attainment From Event Engagement,” finds that the degree of conversion generated by a show is hard to trace because the primary metrics are referrals/introductions, leads and deal closures.
“The exhibit and event marketing medium needs to develop generally accepted practices for measuring outcomes from face-to-face marketing efforts,” said Jim Wurm, executive director for the E2MA, in a statement. “It is imperative for marketers to obtain and employ exhibit and event marketing analytics to inform the value of their spend and guide them on their future investments.”