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ROO: The true measure on exhibit success - Part II

To establish realistic objectives for your exhibition programme, you need experience in measuring against specific objectives and a track record against which to compare results. In the beginning, your best shot at creating objectives is to simply use your best judgement (or check out www.exhibitor.co.za where you will find 100 great exhibition objectives). Then, as your history of measurable outcomes builds, you'll be able to write realistic objectives with confidence.

Ultimately, measurable objectives should direct the planning and preparation of an exhibit and define the criteria for measuring exhibit success. The more effective your objective setting, the more success your exhibit will enjoy in terms that re clearly quantified - in black and white.

Measurement tools: Companies exhibit for multiple reasons, the best of which align closely with overall corporate marketing objectives, which can be broken into two categories:

1. COMMUNICATIONS objectives convey messages, build awareness, enhance brand or image, introduce new products or generate public relations

2. SALES-RELATED objectives include lead generation, sales generation, influencing recommendations and entering new markets

Following is a brief discussion of each measurement tool :

Lead management systems A lead management system is the ideal method for measuring sales that result from leads. The analysis of leads collected through such a system is the first step of any effective exhibit measurement programme. It indicates the number and quality of leads, as well as the success of new product introductions and the effectiveness of entering new markets.

In-stand visitor surveys You can use in-stand visitor surveys to evaluate the effectiveness of specific aspects of an exhibit, such as demos, theatres and stand staff. They are particularly effective in measuring message recall and retention, assuming visitors have had no prior exposure to your company's message. In-stand surveys can also be used to measure visitor awareness of new product introductions and brand and image inhancements.

Post-show visitor surveys Post-show visitor surveys provide a comprehensive profile of a show audience and measure the performance of specific aspects of the exhibit in comparison with competitors. Similar to in-stand surveys, they can be used to measure specific messaging, brand and image enhancement and the objectives of new product introduction.

Sales conversion surveys measure the Rand volume of sales that result from leads generated by an exhibit, as well as purchases relative to other factors and the level of follow-up conducted by sales representatives.

You can use a combination of these tools to measure the effectiveness of your exhibit programme objectives and thereby turn ROO (return on objectives) into ROI (return on investment).

This was the second part of an article in the current edition of Exhibitor Magazine - visit www.exhibitormagazine.com

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GREAT IDEAS:

Vases are no longer just for flowers. Try filling a large case with orange slices, green peppers or lettuce leaves if your stand theme revolves around organic, fresh or natural. Or fill vases with lego, beads, marbles, rice, coloured sand if your stand theme is creative.

For computer stands, how about giving out a fly-swatter if your software handles bugs!

Make give-aways or stand decorations out of your products. Give-aways reflect your company, so dont dish out junk. Dont under-estimate the value of information, as a give-away. A timely revue of your industry, or international trends could be a valued give-away.